Ipsos Report On Global Materialism
Indian second to China on being materialisticIpsos
You Are What You Own 

Indians have emerged as the most materialistic people in the world after the Chinese, according to a new global trends survey.

The survey, by French independent market research company Ipsos, wanted to draw 'a comprehensive picture of what matters to people globally.' The studies were conducted in 20 countries of the world.

The survey found that the Chinese and Indians are materialistic in their approach when it comes to defining their individual success. In a world of globalised markets, consumerism and technology, in the developing economy, the adage 'you are what you own' has come to define success and failure.

A Survey by Ipsos
A Survey by Ipsos

The report states that globally those from China (71%), India (58%), Turkey (57%), Brazil (48%) and South Korea (45%) are most likely to measure their success by what they own while those from Sweden (7%), Spain (15%), Great Britain (16%), Canada (20%), the United States (21%) and Italy (22%) are the least likely to do so.

The increased need to make more money to be successful has added to an increased stress on individuals to strive and push themselves harder towards that goal. The Ipsos survey further notes that those who most likely to agree they feel a lot of pressure to be successful and make money are from China (68%), South Africa (66%), Russia (66%), India (60%), Turkey (53%) and South Korea (52%) - the emerging economies.

On the flip side, those least likely to feel this pressure for financial success are from Italy (25%), Sweden (26%), Japan (29%), France (33%), Belgium (36%), Spain (36%) and Great Britain (39%) - the traditionally developed nations.

Another point raised in the study was to understand the outlook of individuals towards their respective countries and the 'hope' that each felt for their 'motherland.' It stated that those most likely to express optimism toward their country over the next year are from India (53%), Canada (47%), Australia (47%), China (46%) and Sweden (45%), while those least likely are from France (9%), Italy (10%), Spain (12%), Poland (19%) and South Korea (21%).

While those most likely to feel optimistic towards their selves and families were found to be from South Africa (75%), Brazil (74%), Sweden (73%), Canada (71%), Argentina (71%) and India (71%). In contrast those least likely to hold this personal optimism were from South Korea (39%), Japan (40%), Italy (47%) and France (49%).

The survey has hundreds of questions covering a diverse range of subjects including perceptions of government, deeper values, views on key challenges facing the world and measures of a wide range of behaviours. Ipsos plans to release the reports on these findings in detail throughout 2014.