The contemporary consumer faces a contradiction: they demonstrate increasing concern about the evolution of the world, but continue to believe in the possibility of improving their own life. This is one of the central conclusions of the 10th edition of the “Ipsos Global Trends,” which analyzed attitudes, values, and expectations in 38 markets.

The research reveals that only a quarter of participants view the global future with optimism over the next 12 months, while 36% are optimistic about the future of their country. In contrast, 55% have positive expectations regarding their personal and family situation. For Ipsos, this difference represents an important transformation: hope has become more personal.

Optimism focuses on the individual sphere.

The report identifies a context of increasing economic, geopolitical, and social volatility. Climate change, international conflicts, job transformation, and rapid technological evolution are making it more difficult to anticipate the future.

Faced with this reality, consumers are seeking to focus on aspects of life over which they feel they have greater decision-making power. Ipsos believes that this search for autonomy and control is influencing attitudes towards work, health, consumption, and relationships with brands.

However, individual optimism also reveals signs of fragility. In a comparison of 15 markets monitored since 2013, the proportion of participants optimistic about their personal and family future is at the lowest level in the series. This trend may have economic implications, since confidence in the future influences the willingness to make larger expenditures.

Portugal shows a moderate level of optimism.

In the Ipsos composite index of optimism, Portugal scores 97 points, slightly above Spain's 90 points. The Portuguese indicator is also higher than the results for the United Kingdom, Italy, Germany, and France.

These results allow for a comparison of relative sentiment between markets, but they do not directly demonstrate how Portuguese consumers are changing their purchasing habits. To establish this relationship, it would be necessary to cross-reference confidence data with indicators of expenditure, purchase frequency, and actual consumption.

Trust comes to depend on proximity.

One of the transformations identified by Ipsos is related to how consumers build trust. Distrust in institutions coexists with the valuing of familiar references. According to the study, 77% of participants say they trust a new product more when it belongs to a brand they already know.

The preference for national products is another sign of this evolution: 70% say they prioritize products from their own country.

These attitudes suggest that, in the face of uncertainty, familiarity and proximity can play an important role in reducing perceived risk in purchasing decisions. For brands, brand awareness continues to represent a relevant asset, but Ipsos warns that trust must be supported by concrete behaviors and results.

Consumers seek to regain control.

The pursuit of autonomy is one of the accelerating trends identified by the report. According to Ipsos, consumers are placing greater importance on the ability to make decisions, develop skills, and set personal goals.

This evolution does not necessarily mean a reduction in ambitions. On the contrary, the study shows that traditional goals continue to be valued, although many people find them increasingly difficult to achieve.

In response, there is increased attention to forms of satisfaction and progress that can be achieved in the present. This trend may influence consumer decisions related to experiences, well-being, personal development, and products that simplify daily life.

Immediate consumption takes on a new dimension.

The report also identifies a growing appreciation for the present. According to Ipsos, 62% of participants agree that what matters is enjoying life today, leaving tomorrow's worries for the future. The consultancy interprets this attitude as a possible response to the perception that long-term goals have become more difficult to achieve.

For retailers and brands, this evolution can create opportunities related to accessible experiences, small moments of reward, and products associated with well-being.

However, this does not necessarily mean that all consumers are spending more or abandoning saving. Valuing the present can coexist with prudent behavior and greater control over expenses.

Sustainability moves from promises to implementation.

Another transformation identified by Ipsos is related to environmental expectations. Concern about climate change remains high, but the study suggests that consumers are increasingly valuing practical adaptation solutions.

Instead of relying solely on long-term commitments, companies may have to demonstrate concrete benefits, such as reducing waste, improving energy efficiency, or protecting natural resources.

Ipsos believes that sustainability communication is evolving from a language focused on sacrifice to proposals associated with improving quality of life. For the food industry and distribution, this shift may translate into greater interest in solutions that combine environmental benefits, convenience, and affordability.

Technology faces increasingly demanding consumers.

Artificial intelligence is another transformative factor. Although 56% of participants believe that AI has a positive impact on the world, the report identifies signs of waning enthusiasm among younger consumers.

Ipsos believes that trust in technology will increasingly depend on its ability to demonstrate concrete benefits and preserve individual autonomy.

In retail, this evolution could influence the acceptance of automated recommendations, personalization tools, and digital services. Companies will have to find a balance between technological efficiency and human connection.

Nostalgia returns as a benchmark for safety.

The increased value placed on well-known brands is also related to another trend identified in the study: the search for familiarity and references to the past. According to Ipsos, 62% of participants would like their country to return to how it was before. However, only 48% say they would have liked to have grown up when their parents were children.

The difference suggests that nostalgia does not always correspond to a literal desire to return to the past. It may instead represent a search for security, stability, and recognizable points of reference in a rapidly changing world.

For brands, this trend creates opportunities to reclaim historical elements of their identity and combine them with innovation.

The challenge for manufacturers and distributors.

The “Ipsos Global Trends 2026” report presents a consumer who seeks to balance seemingly contradictory needs. They want innovation, but also trust. They value sustainability, but seek practical solutions. They maintain long-term ambitions, but seek satisfaction in the present. They recognize the benefits of technology, but want to maintain control over their decisions.

For the consumer goods and retail industries, these tensions make defining commercial strategies more complex. The ability to offer differentiated products, communicate value clearly, and develop trusting relationships may become more important.

However, the results also show that there is no uniform global consumer. Differences between markets, generations, and economic contexts require segmented approaches and a careful interpretation of the indicators.

The main transformation identified by Ipsos may be this: in a world considered increasingly unpredictable, consumers are looking for brands, products, and services that allow them to regain some ability to choose and control their daily lives.