Mumbai: Ipsos India has unveiled its marquee Brand Success Framework and Global Trends 2023 in Mumbai, to clients and media.
Speaking about the new thinking by Ipsos, Ipsos India MD, Research Jyoti Malladi said, “Ipsos’ vision to building great brands is underpinned by 3 keys to unlock brand success: Shaping Expectations/ Integrating Context/ Acting with Empathy. This new approach empowers marketers to drive brand success by shaping people’s expectations, empathizing with people, and understanding the role brands play in their lives.”
Ipsos India country service line leader, market strategy & understanding (MSU) Archana Gupta said, “Brands must understand the macro and micro context people live in, and act with empathy so that only their brand can meet these expectations. At Ipsos, we help you understand the role your brand could play in people’s lives. We uncover their unique contexts and what is important in their lives.”
Ipsos Global Trends 2023
Ipsos fielded the survey in 50 markets, across more than 48000 interviews, covering in this edition 87 per cent of the global economy and 70 per cent of the global population. In India, apart from an online sample an offline sample of 2000 respondents.
The India story emerging in Global Trends 2023 is a little different from the global one (which is about Poly-crisis); here, it is about reset and recovery.
The 12 trends identified in global trends last year, that will shape the 2020s (please see the IGT 2023 wheel) are showing a lot of polarisation this year.
Broader cohorts in India are recovering and resetting differently. We looked at the two cohorts of Urban Masses (2000 sample across NCCS A,B &C, interviewed offline) and Digital Indians (1000 sample of NCCS A). While the pandemic as a macro force impacted both cohorts deeply, differentiated facets of impact are seen, setting a different context of reset and recovery.
“Urban Masses, likely more impacted economically by the pandemic, express a strong need to catch up, talk about career focus (59 per cent), a majority also mention globalisation as a positive force. Technology is seen as an enabler and some data privacy loss is seen as inevitable (55 per cent). Liberal Individualistic expression seen for society at large (outside home) with 67 per cent of urban masses saying LGBTQIA should live as they please; but they are also increasingly regressing to more traditional gender roles,” said Ipsos India group service line leader MSU, innovation and strategy Krishnendu Dutta.
S3 Consumer Advisory & IUU executive director Sakina Pittalwala said, “Digital Indians are showing signs of a digital fatigue and seeking return to a simpler life – 45 per cent of digital Indians wish their life was more simple and 37 per cent wish they could slowdown the pace of their life. While 34 per cent said technological progress is destroying lives, making tech look like a villain. Nostalgia as a trend is growing. Digital Indians are also seeking authentic expériences that are sensorial, of touch and feel and 38 per cent are willing to spend on brands rooted in authenticity. And health is a unifier across both the cohorts with 67 per cent UMs (Urban Masses) and 47 per cent Digital Indians (DIs) saying they need to look after themselves physically, and their mental health (56 per cent UMs & 42 per cent DIs).”
Ipsos India CEO, Amit Adarkar in a tête-à-tête with BBDO, chairman & CEO Josy Paul discussed the various challenges facing creative personnel and advertisers in today’s times. They also discussed how the Brand Success Framework and its understanding can help marketers in this dynamic world. Lastly, they also spoke about some of the award-winning work that Josy is associated with, like the Ariel #ShareTheLoad campaign amongst others.
“In dynamic times brands have to constantly innovate, to resonate with consumers. Our Brand Success Framework and Ipsos Global Trends 2023 provide new thinking, helping brands pump back these learnings and frameworks for informed, smarter decision making, shaping brand success and applying those frameworks into strategy, aligned with the three pillars of expectations, context and empathy,” said Ipsos India CEO Amit Adarkar.
Leave a Reply