This month, the Consumer Research & Insights Learning Circle reviewed data from SB’s Socio-Cultural Trends research, conducted in partnership with Ipsos.
The SB Socio-Cultural Trends Research tracks changing drivers and behaviors of mainstream consumers around the intersection of brands and sustainable living, including evolving attitudes related to consumption and environmental and social issues. The Spring 2025 research was fielded as part of the Ipsos Essentials global behavioral tracking study with 2,003 US respondents in February, 2025.
The group discussed the value of segmentation beyond generations and other demographics, in relation to learnings from Ipsos’ ESG Segmentation as part of the SB Socio-Cultural Trends research. We also discussed potential reasons for shifts in attitudes by US political affiliation