Ipsos | Public Opinion and Social Policy

Focusing in on the UK, where election results favoured change over continuity, there remains a diversity of opinion on a range of pressing public policy concerns, with tough choices ahead for Keir Starmer’s government.

With climate concern waning slightly amongst the general public since 2022, support for net zero policies varies . Support is highest for giving people more assistance to increase the energy efficiency of their homes (76%) and lowest for electric vehicle subsidies (39% support, 41% oppose). Ipsos also finds housing policy priorities vary ,?however, nearly two thirds of voters in the 2019 UK election believe that demand for new homes exceeds supply. A majority also said they prefer government borrowing over taxes as a funding mechanism for building homes - a challenge given fiscal headroom and current lending conditions.

More broadly, a survey of 31 countries finds that Britain’s economic and political model is envied by a majority ?of developing countries, but much less so by our Western and Northern-European neighbours.

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Latest Ipsos Insights

Global Leadership Perceptions in 2024

The Ipsos Global Leadership Survey, conducted across 31 countries, examines public opinion on leadership roles and global issues. It provides insights into how people perceive different countries and organisations, their political and economic models, and their global influence – whether it's viewed favourably or unfavourably. The survey also explores public sentiment towards these entities, gauging whether people believe they are using their influence for good in the world. Read the paper

Brits?Want Climate Action. But Which Actions?

While 77% of Britons are concerned about climate change, the intensity of their concern has waned. However, there's still a strong public demand for decisive action, with 52% supporting robust measures by political parties, compared to 26% who favour a more gradual approach. Read the paper

Advertising for Better Representation

Committing to diversity, equity and inclusion within advertising goes beyond simply doing what is right for society; it is a strategic move that yields both immediate and long-term benefits for brands. Read the paper

Global Attitudes to Crime and Law Enforcement

While perceptions of crime vary globally, poverty and unemployment are widely seen as root causes. Interestingly, over one-third of respondents believe breaking the law is justifiable for the right reasons, highlighting a nuanced view of law-abiding behaviour. Read the paper

The UK Housing Crisis

New research conducted by Ipsos for Zoopla, shows that people in Britain want building more affordable homes to be the highest priority for the new government, with 61% agreeing that demand for homes is greater than the available supply. Read the paper

How We Act

Ipsos has been named one of The Times top 50 employers for gender equality 2024 for the second year. This is the UK’s most high profile and well-established listing of employers leading the way on workplace gender equality and is led by Business in The Community. Being included in this list celebrates the work we have done to drive progress towards gender equality and to ultimately build a more gender-inclusive workplace.

We’re incredibly proud of what we’ve achieved so far with the implementation of more inclusive policies around parental leave, fertility treatment, menopause support, neonatal care for new parents and paid time off for carers and new grandparents.

Get in touch to discuss your ESG research needs

Discover more sustainability insights from across Ipsos on our website , or contact Jessica Long or Rachel Brisley .

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