32,000 respondents from 28 countries took the online survey between November 1-28, 2022.
The survey aims to understand why people hold the views they do and to understand how personal attitudes interconnect to shape broader societal forces.
You can access the survey here.
Insights I found compelling:
+ This year's theme: "Navigating a polarized world."
+ Four forces are causing polarization:
1. Economic anxieties - 24 of 28 countries are seeing all-time lows in people who think their families will be better off in five years.
2. Institutional imbalance - Business is now the only institution seen as competent and ethical; government is seen as unethical and incompetent.
3. Mass-class divide - People in the top quartile of income live in a different trust reality than those in the bottom quartile.
4. Battle for truth - Media is not trusted, with especially low trust in social media.
+ Government and media are seen as sources of false or misleading information.
+ Businesses and NGOs are seen as sources of reliable or trustworthy information.
+ Scientists are seen as the most trusted leaders, with government leaders seen as the most distrusted leaders.
+ Companies headquartered in Canada are seen as the most trusted, with companies headquartered in China seen as the most distrusted.
+ 53% of survey respondents said: "Our country is more divided today than in the past."
+ 62% of survey respondents said: "The social fabric that once held this country together has grown too weak to serve as a foundation for unity and common purpose."
+ 63% of survey respondents said: "I buy or advocate for brands based on my beliefs and values."
+ 68% of survey respondents said: "Brands celebrating what brings us together and emphasizing our common interest would strengthen the social fabric."
+ Survey respondents want CEOs to act on the treatment of employees, climate change, and discrimination.
+ Four tactics to navigate polarization:
1. Business must continue to lead - Leverage your comparative advantage to inform debate and deliver solutions across climate, diversity, inclusion, and skill training.
2. Collaborate with government - The best results come when business and government work together, not independently. Think public–private partnerships.
3. Restore economic optimism - Invest in fair compensation, training, and local communities to address the mass-class divide and the cycle of polarization.
4. Advocate for the truth - Be a source of reliable information, promote civil discourse, and hold false information sources accountable through corrective messaging, reinvestment, and other action.
People expect businesses to have the wherewithal to overcome social and political challenges.
If your business needs help being a force for good, Caracal is here to help.
Enjoy the ride + plan accordingly.
-Marc
ITK Daily is geopolitical business intelligence for senior executives with global ambition.
ITK Daily curates news @ the intersection of globalization, disruption, politics, culture, + sport and provides actionable insights and sharp commentary.
