Ipsos week in review
Ipsos published its latest Week in Review page, listing recent polling and analysis pieces on U.S. politics, the economy and AI. For European readers, it shows how U.S. public opinion is being tracked on issues that can shape transatlantic policy, consumer sentiment and campaign messaging. Sales and marketing teams in Europe should watch the topics that travel across markets, especially inflation, trust and AI.
Ipsos Data Drops: What it took for ads to break through at the 2026 World Cup
Ipsos said its World Cup data showed the most effective ads moved beyond standard matchday and sports bar settings and used distinctive product iconography. For European marketers, the finding underlines that creative assets need to stand out quickly across crowded broadcast and social environments. It also suggests that brand recall in large sports moments depends less on context alone and more on recognisable visual cues.
Latest U.S. opinion polls
Ipsos releases latest U.S. opinion polls
Ipsos has updated its U.S. opinion polls page with a new Reuters/Ipsos core political poll and other recent survey results through August 2026. The findings show continued focus on the economy, cost of living and foreign conflicts, themes that also shape consumer sentiment in Europe. For Sales and Marketing teams, this is a useful indicator that budget pressure and geopolitical uncertainty remain relevant context for demand planning across European markets.
American workers assess AI impact
Ipsos survey finds uneven AI adoption among U.S. workers. Three in ten workers use AI at least weekly, but usage is concentrated among higher-income, college-educated and white-collar employees, while two-thirds expect AI to worsen the worker experience by eliminating jobs and increasing pressure.
For European employers, the findings point to a likely split in AI readiness across occupations and income groups. That matters for sales and marketing teams because adoption, training needs and employee sentiment will shape how quickly AI tools can be rolled out across European workforces.
What workers are saying about AI
Ipsos published a poll on how workers view AI in the workplace. It finds that most workers think AI will affect jobs and make work worse overall, while only 6% expect it to replace their own job. For European employers, the results underline persistent employee anxiety that can shape adoption, internal communication, and change management in sales and marketing teams.
Epoch AI/Ipsos August 2026 poll
Ipsos and Epoch AI released a poll on how U.S. workers use AI in their daily workflows. The study looks at which services they use, how often they edit AI output, and which tasks they delegate to AI instead of people.
For European sales and marketing teams, the results are relevant because they add another data point on workplace AI adoption and task delegation. Similar usage patterns in Europe could affect content production, customer support, and internal productivity tools, so the findings are useful for planning AI-enabled workflows.
Gen Z: Key takeaways, data, and strategic insights
Ipsos published a Gen Z insights roundup that pulls together findings from its 2026 Generations Report, Life Aspirations report and other recent surveys. The data suggests many younger adults still expect to reach traditional milestones such as homeownership, marriage and parenthood, even as economic pressure and digital habits reshape how they live and spend.
For European marketers and sales teams, the main takeaway is that Gen Z should not be treated as a single, purely disruptive cohort. The findings point to demand for sharper segmentation by gender, life stage and country, especially in categories tied to housing, pets, entertainment and social media-driven discovery.
Your Next Car Might Drive Better Than You: The Perception of AI in Automobiles
Ipsos says its 2026 Global Mobility Report finds that 55% of consumers believe cars already have too much technology, while 36% consider self-driving cars safe and 38% are interested in ownership. France, Belgium and Hungary are among the most sceptical markets, with France at 18% trust in autonomous vehicles.
For Europe’s automotive sector, the data points to a trust gap that could slow adoption of AI-enabled driving features. That matters for sales and marketing because brands may need to focus on familiar driver-assistance systems and safety proof points before promoting full autonomy.
From Weight Lost to Life Gained
Ipsos published a Point of View on the post-weight-loss patient journey, based on qualitative research with U.S. adults who lost significant weight. It says many patients face weight regain, loose skin, and psychological challenges after stopping GLP-1 drugs or bariatric treatment. For Europe, this highlights a gap in long-term obesity care that may shape demand for pharma support, telehealth services, and body-contouring offers.
More Gen Z say they’ll own a pet than have a child, despite valuing parenthood more
Ipsos published a 30-country Life Aspirations 2026 report on what people see as a successful life. It finds that stable full-time work and home ownership rank above marriage and parenthood, and that Gen Z in Western countries are more likely to expect pet ownership than parenthood.
For Europe, the results point to continued pressure from housing costs and job security, which affects how younger consumers plan households and spending. This matters for sales and marketing because family, housing, and pet categories may need to target delayed-life-stage audiences rather than assume traditional household milestones.
The economy: Key insights, data and solutions on inflation, recession, consumer confidence and more
Ipsos published a new economy overview compiling its latest research on inflation, recession, consumer confidence and tariffs. The material shows that cost of living remains a key concern for households and small businesses in the US, and the same pressures are relevant for European brands facing price sensitivity, trade friction and weaker demand. For Sales and Marketing teams in Europe, it reinforces the need to manage value messaging carefully and expect more trade-down behavior.
Artificial Intelligence: Key insights, data and tables
Ipsos published a global roundup of AI opinion data covering usage, trust, workplace adoption and attitudes toward data centers. The findings suggest AI is already affecting daily life and work in many markets, but public skepticism remains high, especially in Europe, where sentiment is more cautious than in Asia and Latin America. For Sales and Marketing teams, this means AI messaging in Europe needs to emphasize usefulness, trust and control rather than speed or novelty.
What Are the Consumer Trends Shaping the Future of Alcohol in 2026?
Ipsos and IWSR, with AB InBev, published new global research on adult beverage consumption. The report says moderation, social connection, premium experiences, and convenience are reshaping drinking habits, while alcohol remains resilient.
For Europe, the findings point to continued demand for no- and low-alcohol products, premium offerings, and ready-to-drink formats. That matters for sales and marketing teams because brand trust, affordability, and occasion-based positioning remain important in a tighter consumer market.