In the latest survey conducted by international insights firm Ipsos and released on Wednesday, 70% of respondents in Pakistan reported that they are willing to spend more on a well-known brand, indicating the significance of brand image in Pakistan compared to other nations. Ipsos’ global trends survey report stated that this trend has led to the growth of brands across various categories.
Ipsos’ analysis of the country-specific survey data also revealed that Pakistan is among the countries that are most affected by the global climate crisis.
The survey further noted that the floods that hit the country last year have changed the views of Pakistanis, particularly among the youth.
Ipsos interviewed 48,541 people aged 16 or above between September and November 2022, with the survey being conducted online in most markets and via telephone in Pakistan and Kenya.
Value physical health over mental well-being
According to the Ipsos report, most Pakistanis prioritize physical well-being over mental well-being, which is in line with only 11 out of 50 countries globally.
The report also labeled Pakistan as the “home of data apathy,” as opposed to the majority trend worldwide, where people are more concerned about their privacy and the government and organizations tracking them.
However, Pakistan is also among the top five countries that express concern about technology, believing that “technical progress is destroying our lives.”
Furthermore, the report suggests that Pakistan is a “nation of idlers,” as Pakistanis rank the lowest in consumption of various art forms among the 50 countries and participate far less in fun, sports, and other leisure activities.
Interestingly, Pakistanis have more trust in business leaders than government officials, a trend that aligns with other emerging markets.
IPSOS Report
The Ipsos report found that Pakistanis’ attitudes towards gender are significantly different from the global average, with around 85% agreeing that a woman’s role is to be a good mother and wife.
Additionally, the survey revealed that eight in ten Pakistanis desire a return to the past, with 83% of respondents expressing a desire for a “Puraana” Pakistan. Furthermore, if given the option, 78% of people said they would like to grow up in the same time period as their parents.
Despite 86% of respondents feeling that the country is on the wrong path and 75% stating that they are unhappy, the report highlighted that Pakistanis are still optimistic about the future, with more than half (53%) remaining hopeful.
This made Pakistan the fifth most optimistic country in the world, according to the survey.
