Considerable optimism in Asia-Pacific about AI’s role in improving jobs: Ipsos report

The "Understanding Asia" report from Ipsos Global Trends is out and it brings a data-rich perspective on key shifts in consumer sentiment across Asia-Pacific, spotlighting widespread climate concerns, high enthusiasm for AI, and a nostalgic turn towards traditional values. Drawing from over 50,000 responses across 50 markets, the report paints a complex picture of a region grappling with modernization and environmental urgency.

Top among findings include, '84% of Asia-Pacific respondents agree that environmental disaster is imminent unless lifestyles change drastically.' This sentiment has intensified over the past decade, with countries like Australia seeing a 15 percentage point increase in climate-related concern since 2013. Yet, '73% say they are already doing all they can to protect the environment', suggesting a desire for companies to lead further action. This sets a clear mandate for brands to demonstrate robust environmental commitments.

Asia-Pacific consumers are more positive about AI than the global average, with '68% believing it has a positive impact on the world'—a notable increase from the global average of 57%. China leads this charge, with '87% viewing AI as beneficial', driven by widespread tech integration. However, privacy concerns remain significant: '76% of respondents express anxiety over data collection by companies', with the highest concerns in the Philippines (86%) and Thailand (81%). Brands in tech-forward sectors must tread carefully, balancing personalization with robust privacy safeguards.

Another standout finding is the younger generation’s nostalgic outlook. '57% of Gen Z respondents in Asia-Pacific say they would have preferred to grow up during their parents' era', a sentiment linked to perceived stability in past decades. Brands can capitalize on this trend by combining traditional elements with modern innovation, catering to younger consumers who crave familiar cultural connections in new products.

There’s considerable optimism about AI’s role in improving jobs, especially in younger markets like India and Vietnam. This reflects opportunities for brands to position AI-driven solutions as career enhancers that increase job satisfaction, particularly for tech-savvy younger consumers.

Despite widespread climate concerns, 75% of Asia-Pacific consumers believe that companies aren’t doing enough for the environment, highlighting a major opportunity for brands to demonstrate environmental leadership. Additionally, the region’s strong collectivist mindset could be leveraged through community-driven environmental initiatives, such as those seen in Bangkok’s Car-Free Day, where traffic-free zones are turned into community spaces.