Global – In the latest Ipsos What Worries the World survey spanning 30 countries, Canada stands out for its improving national sentiment. In May 2025, 44% of Canadians said their country is ‘heading in the right direction’, the highest level recorded in three years.
Elsewhere, fears about crime are rising, particularly in Europe; inflation and crime and violence are now tied as the world’s top concerns – both cited by 33% of respondents. Belgium and France both recorded significantly greater concern, with France reaching its highest level since July 2023.
South Korea, meanwhile, remains deeply pessimistic ahead of its presidential election, with only 15% saying the country is on the right track and just 8% rating the economy as ‘good’. Ipsos South Korea CEO Hwanglye Park cites political instability, economic downturn and recent crises as key drivers of anxiety.
As the global picture becomes more complex, Canada’s cautious confidence is a rare bright spot in an increasingly worried world. Explore our Gen Z in Canada report to understand the behaviours and mindsets of this cohort.
Strategic opportunity
In markets with rising insecurity, position optimism as a brand utility. Design mindful campaigns, content and services that actively reduce stress and worry and nurture optimism and joy