#United States #New York #Market Research #Ipsos #American Values

How Ipsos is Shaping Brand Strategies in Modern America

In the aftermath of the 2024 U.S. election, Ipsos, a prominent name in market research, unveils significant insights about consumer behavior in the United States. Recent research indicates that an overwhelming 69% of Americans prefer to support brands that reflect their personal values. This presents a unique challenge; while consumers demand alignment with their beliefs, 56% assert that businesses should refrain from taking political stances.

The dichotomy in these sentiments places brands at a crossroads, where navigating political and social issues requires an adept approach. Organizations that successfully adapt and comprehend the evolving landscape will not only survive but thrive in this competitive environment. Ipsos offers a suite of tools and resources aimed at assisting businesses to navigate these turbulent waters effectively.

As Julia Glidden, Group President of Ipsos Public Affairs in the U.S., describes, "The American public demands brands that align with their values while exhibiting authenticity. Brands that fail to maintain transparency face swift repercussions for hypocrisy or empty gestures." This awareness compels businesses to not only monitor public opinion but also to act decisively based on that feedback.

Ipsos' comprehensive approach encompasses various capabilities, including social listening, market positioning, message testing, and creative evaluation. By equipping brands with these tools, Ipsos empowers them to communicate with clarity and confidence in an era where the words they choose carry unimaginable weight.

Among Ipsos' offerings, the Insights2Influence program utilizes an eclectic blend of desk research, ethnographic studies, and historical polling data. The aim is to keep brands ahead of public sentiment and emerging reputational issues. Additionally, the Opinion Edge platform harnesses real-time social and policy data, enabling brands to maintain awareness of stakeholder attitudes.

Engaging workshops like the Values Alignment Workshop further cement this dedication to authenticity by helping brands define and understand consumer values. U.S. Brand Association and Global Values studies assist in revealing the effects of cultural and geographic positioning on brand perception.

Ipsos emphasizes that in today's volatile market, uncertainty is not an option for businesses. As Nick Mercurio, Chief Client and Growth Officer, noted, "At this pivotal moment, no brand can afford to be unsure where they stand. Ipsos' rigorous and proven research guarantees that leaders have information and insights they can trust, regardless of their industry or business challenge.”

Ipsos' commitment to fostering a constructive business environment is further illustrated in their call for brands to remain vigilant. Brands are encouraged to blend adaptation with operational alignment, ensuring messaging resonates with consumer priorities. For additional resources, companies can explore the solutions toolkit or the Listen, Learn, Respond framework, which articulates evolving public opinion dynamics.

About Ipsos

Founded in France in 1975, Ipsos has grown into one of the leading global market research and polling firms, spanning 90 markets and employing nearly 20,000 individuals. Its diverse portfolio comprises 75 unique business solutions grounded in primary survey data, social media insights, and observational methodologies. As a trusted partner for over 5,000 clients, Ipsos drives its mission under the mantra "Game Changers," committed to helping businesses navigate an ever-changing landscape confidently.

To learn more about how Ipsos can assist in fortifying your brand's public relations strategy amidst ongoing shifts in consumer sentiment, visit their official website at Ipsos.com.