The issue of war in Ukraine is currently of most concern to the world

02/ 06/ 2022

One third of respondents expect active action from business 72% of respondents spontaneously named the war in Ukraine and other wars among the top 3 events in the world that the most worry them . This is evidenced by the results of a large-scale survey Kantar Global Issues Barometer: the world in their own words, which was conducted by Kantar among 10,000 respondents in 18 countries (57% of world GDP in 2020). The questionnaire contained open-ended questions, and the analysis was performed using artificial intelligence technology Kantar TextAI (Intelligent Text Extractor). The war in Ukraine is of the greatest concern compared to other pressing issues in the world, such as the pandemic and the inflation crisis (the cost of living crisis). At the same time, the war is currently the biggest concern in every country which was surveyed. It is mentioned not only in Europe, but also in South Korea and Japan. Europeans are most worried about this: 96% of Poles, 87% of Spaniards, 85% of French and 83% of Germans worried. The least excited are US residents (47%). The end of wars and conflicts is one of the greatest expectations – 16% of respondents hope so. This is more common in Spain, South Korea, Argentina, Brazil, Mexico and Poland. 12% of respondents hope for happiness and peace, more often – in Mexico, Argentina, Spain, South Korea and Turkey. The majority of respondents to hold the responsibility for solving the war to governments (82%), and also significant expectations from international organizations such as the United Nations (55%) and the general public (43%). 30% hope for action from companies and businesses, 25% – the media. Experts of Kantar found that brands and businesses are now perceived as part of society, so they are expected to take an active part in solving current problems that concern people today. In the context of war, the main requirement for business is compliance with general international policy. Opposing positions or prioritizing commercial interests mean significant reputational risks. Survey structure: 10,000 respondents from 18 countries, which accounted for 57% of world GDP in 2020 (USA, Mexico, Argentina, Brazil, France, Germany, Poland, Spain, Sweden, Turkey, UK, Nigeria, South Africa, India, Indonesia , Japan, South Korea, Australia). Field work: April 9-10, 2022. To understand the real attitude and behavior of respondents, the questionnaire contained open-ended questions, the analysis was conducted using artificial intelligence technology TextAI (Intelligent Text Extractor). * * * Kantar - the worlds leading data, insights and consulting company. We understand more about how people think, feel, buy, share, vote and review than anyone else. By combining our expertise in the human insights industry with cutting-edge technology, 30,000 employees of Kantar help the worlds leading organizations succeed and grow.

One third of respondents expect active action from business

72% of respondents spontaneously named the war in Ukraine and other wars among the top 3 events in the world that the most worry them .

This is evidenced by the results of a large-scale survey “Kantar Global Issues Barometer: the world in their own words”, which was conducted by Kantar among 10,000 respondents in 18 countries (57% of world GDP in 2020). The questionnaire contained open-ended questions, and the analysis was performed using artificial intelligence technology Kantar TextAI (Intelligent Text Extractor).

The war in Ukraine is of the greatest concern compared to other pressing issues in the world, such as the pandemic and the inflation crisis (the “cost of living crisis”). At the same time, the war is currently the biggest concern in every country which was surveyed. It is mentioned not only in Europe, but also in South Korea and Japan.

Europeans are most worried about this: 96% of Poles, 87% of Spaniards, 85% of French and 83% of Germans worried. The least excited are US residents (47%).

The end of wars and conflicts is one of the greatest expectations – 16% of respondents hope so. This is more common in Spain, South Korea, Argentina, Brazil, Mexico and Poland. 12% of respondents hope for happiness and peace, more often – in Mexico, Argentina, Spain, South Korea and Turkey.

The majority of respondents to hold the responsibility for solving the war to governments (82%), and also significant expectations from international organizations such as the United Nations (55%) and the general public (43%). 30% hope for action from companies and businesses, 25% – the media.

Experts of Kantar found that brands and businesses are now perceived as part of society, so they are expected to take an active part in solving current problems that concern people today. In the context of war, the main requirement for business is compliance with general international policy. Opposing positions or prioritizing commercial interests mean significant reputational risks.

Survey structure: 10,000 respondents from 18 countries, which accounted for 57% of world GDP in 2020 (USA, Mexico, Argentina, Brazil, France, Germany, Poland, Spain, Sweden, Turkey, UK, Nigeria, South Africa, India, Indonesia , Japan, South Korea, Australia).

Field work: April 9-10, 2022.

To understand the real attitude and behavior of respondents, the questionnaire contained open-ended questions, the analysis was conducted using artificial intelligence technology TextAI (Intelligent Text Extractor).

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Kantar – the world’s leading data, insights and consulting company. We understand more about how people think, feel, buy, share, vote and review than anyone else. By combining our expertise in the human insights industry with cutting-edge technology, 30,000 employees of Kantar help the world’s leading organizations succeed and grow.