{ "schemaVersion": "deck-intelligence.v1", "id": "019dd923-5de0-76bd-a166-32be1e3a67e1", "slug": "953555941ab1b24b", "title": "IPSOS GLOBAL TRUSTWORTHINESS MONITOR", "subtitle": "Ipsos", "author": "Ipsos", "pageCount": 66, "kind": "consulting-deck", "orientation": "landscape", "aspectRatio": 1.778, "document": { "id": "019dd923-5de0-76bd-a166-32be1e3a67e1", "slug": "953555941ab1b24b", "title": "IPSOS GLOBAL TRUSTWORTHINESS MONITOR", "rawTitle": "IPSOS GLOBAL TRUSTWORTHINESS MONITOR", "authorId": "misc", "authorName": "Ipsos", "authorDisplay": "Ipsos", "kind": { "slug": "consulting-deck", "label": "Consulting deck" }, "sourceType": { "slug": "industry_analyst", "label": "Industry analyst" }, "fileName": "ipsos-global-trustworthiness-monitor-stability-in-an-unstable-world.pdf", "sourceUrl": "https://www.ipsos.com/sites/default/files/ct/publication/documents/2023-01/ipsos-global-trustworthiness-monitor-stability-in-an-unstable-world.pdf", "sourceDate": "2023-01-01 00:00:00", "presentationDate": null, "ingestedAt": "2026-04-24 07:54:27+00", "status": "ready", "pageCount": 66, "orientation": "landscape", "aspectRatio": 1.778, "targetCompany": null, "targetTicker": null, "metadata": { "local_root": "/tmp/legacy-images/953555941ab1b24b", "origin_corpus": "consulting" } }, "coverage": { "pageCount": 66, "pagesIndexed": 66, "pagesWithImages": 66, "pagesWithMetadata": 66, "imageCoveragePct": 100, "metadataCoveragePct": 100, "componentCount": 414, "chartCount": 22, "metricSlides": 0, "toolMatches": 42, "documentToolMatches": 0, "frameworkMatches": 0, "arcMatches": 1, "beatMatches": 5, "loopMatches": 2, "patternMatches": 0, "storymakersMatch": false, "scoreAvailable": true, "reviewAvailable": true, "activistThesisAvailable": false, "pitchdeckMetadataAvailable": false, "pitchdeckProfileAvailable": false }, "blocks": [], "matches": { "arcs": [ { "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "evidence": "The document follows a clear structure, starting with an executive summary, followed by key messages, industry trends, and concluding thoughts.", "isPrimary": true, "confidence": 0.8, "extraction": { "at": "2026-07-16 21:11:35.260456+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": "doc-narrative-v1" } } ], "beats": [ { "to": 5, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 1, "name": "Attention", "beatId": "33840776-e225-4e99-9475-23f0970f6da3", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Attention", "slug": "monroes-sequence-attention", "status": "active", "canonId": "019dd9b8-1573-779d-93ca-6174bbd57938", "version": 1, "description": null }, "evidence": "The introduction and executive summary grab the reader's attention, highlighting the importance of trustworthiness.", "position": 0, "isPrimaryArc": true, "parentBeatType": { "name": "Hook", "slug": "hook", "status": "active", "canonId": "019dd9b8-01a6-7328-bff2-b22eb40b3ea5", "version": 1, "description": "The opener — a deliberate move to earn attention before any argument. Used by AIDA, Monroes, Pixar Pitch, Overcoming the Monster." }, "alignedBlockIds": null, "matchConfidence": 0.8 }, { "to": 15, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 6, "name": "Need", "beatId": "cacff1ab-38d4-4b8c-83bb-c5fc212bbbce", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Need", "slug": "monroes-sequence-need", "status": "active", "canonId": "019dd9b8-160b-710a-b2d6-2bafabd78694", "version": 1, "description": null }, "evidence": "The report outlines the need for trust in various sectors and institutions, citing trends and statistics.", "position": 1, "isPrimaryArc": true, "parentBeatType": { "name": "Complication", "slug": "complication", "status": "active", "canonId": "019dd9b8-0275-7709-b2d6-4f77c3fc7579", "version": 1, "description": "The point in the narrative where the audience should feel discomfort. Required for argumentative arcs." }, "alignedBlockIds": null, "matchConfidence": 0.8 }, { "to": 28, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 16, "name": "Satisfaction", "beatId": "8021cb6b-fd73-47e4-8f99-0e89aa5fc437", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Satisfaction", "slug": "monroes-sequence-satisfaction", "status": "active", "canonId": "019dd9b8-16a5-73c8-a3ce-00850dc2cbd8", "version": 1, "description": null }, "evidence": "The report provides insights into the relationship between trust and regulation, offering potential solutions.", "position": 2, "isPrimaryArc": true, "parentBeatType": { "name": "Turn", "slug": "turn", "status": "active", "canonId": "019dd9b8-0396-702b-ac2f-9901f8dd8b54", "version": 1, "description": "The pivot — solution proposed, catalyst introduced, decision made. Common (15/20 arcs) but not universal: Triple-take, AIDA, PAS, Voyage-return and Pixar substitute it with a strong reflection or development beat." }, "alignedBlockIds": null, "matchConfidence": 0.8 }, { "to": 40, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 29, "name": "Visualization", "beatId": "19bc2934-cbe7-49fe-b586-f766ea3bad2c", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Visualization", "slug": "monroes-sequence-visualization", "status": "active", "canonId": "019dd9b8-1786-777e-b185-480585cc47fd", "version": 1, "description": null }, "evidence": "The report uses data and statistics to visualize trust trends across sectors and institutions.", "position": 3, "isPrimaryArc": true, "parentBeatType": { "name": "Evidence", "slug": "evidence", "status": "active", "canonId": "019dd9b8-03f9-772a-b84a-4f07b415b77a", "version": 1, "description": "A dedicated proof beat exists in only ~4 arcs (Gambit, Sequoia, AIDA, Monroes). Other arcs embed evidence inline within development." }, "alignedBlockIds": null, "matchConfidence": 0.8 }, { "to": 66, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null, "categoryName": "Strategy & Business", "categorySlug": "strategy-business" }, "from": 41, "name": "Action", "beatId": "9c6588dc-b361-454b-be5a-9219f490407c", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Action", "slug": "monroes-sequence-action", "status": "active", "canonId": "019dd9b8-181e-760d-befc-010c2424fa89", "version": 1, "description": null }, "evidence": "The report concludes with recommendations and insights for business and government leaders to improve trustworthiness.", "position": 4, "isPrimaryArc": true, "parentBeatType": { "name": "Resolution", "slug": "resolution", "status": "active", "canonId": "019dd9b8-045d-703b-8dd7-e92aba3ba91b", "version": 1, "description": "How the deck ends. Required in 19/20 arcs. The exception (Sparkline) ends with new bliss which is functionally a resolution." }, "alignedBlockIds": null, "matchConfidence": 0.8 } ], "loops": [ { "to": 15, "from": 7, "loop": { "name": "11_golden_circle", "slug": "11-golden-circle", "status": "active", "bestFor": "Visionary leadership, brand positioning, mission statements", "canonId": "019dd956-6a50-7202-882d-505fcb9922ed", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Why (Belief) -> The How (Process) -> The What (Result)", "description": "Invert the typical pitch by starting with why you exist, rather than what you do", "familyLabel": null, "categoryName": "Vision", "categorySlug": "vision" }, "matchId": "dae11f94-2a87-4599-aee1-543bcbba5500", "evidence": "The report outlines the importance of trust in various sectors and institutions.", "position": 0, "objective": "Why is trust important?", "confidence": 0.7, "extraction": { "at": "2026-07-16 21:11:35.513848+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": "doc-narrative-v1" } }, { "to": 28, "from": 16, "loop": { "name": "27_cost_of_inaction", "slug": "27-cost-of-inaction", "status": "active", "bestFor": "Urgent budget requests, compliance, risk mitigation", "canonId": "019dd956-70d1-7395-a15b-857ba858b394", "version": 1, "bodyDocId": "019df22a-2420-77be-bc41-ded96d08cb21", "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point", "description": "Quantify what happens if the audience does nothing", "familyLabel": null, "categoryName": "Urgency", "categorySlug": "urgency" }, "matchId": "0051a760-4f8b-4230-ad8f-3b87d6915327", "evidence": "The report highlights the potential consequences of low trust in various sectors and institutions.", "position": 1, "objective": "What are the consequences of low trust?", "confidence": 0.7, "extraction": { "at": "2026-07-16 21:11:35.55571+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": "doc-narrative-v1" } } ], "tools": [ { "tool": { "name": "Action Titles", "slug": "action-titles", "status": "active", "bestFor": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "canonId": "019dd956-ac70-700b-a608-ba58e78f5dcc", "version": 1, "bodyDocId": "816dad3c-9983-41c1-a86e-978ebd582841", "description": "The McKinsey-bred discipline of writing every slide title as a complete declarative sentence with a verb and an insight, not a topic label. Each title is a sub-claim that ladders up to the deck's governing thought; read in sequence, the titles reconstruct the executive summary.", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Architect", "layer": "slide", "agents": [ "Architect" ], "matchId": "a9425b48-e69b-46d1-8a90-b852cb776273", "evidence": "The title 'Reading between the headlines' is an action title that grabs the reader's attention.", "pageRefs": null, "priority": "Core", "whenToUse": "Any decision-grade deliverable — strategy recommendation, board update, investment memo, M&A review, post-mortem — where the reader is being asked to agree, decide, or act and will skim the title bar at speed.", "confidence": 0.7, "extraction": { "at": "2026-07-16 21:28:36.85036+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 3, "whyItWorks": "Solves two failure modes at once. (1) The buried claim: action titles place the conclusion on the page before any analysis is read, so a busy reader doesn't reverse-engineer it from the chart. (2) The spineless deck: because each title is a claim, slides have to ladder up to the governing thought; logical gaps become visible as topic-shaped titles in a sequence that no longer reads as a story.", "antipattern": "Topic labels disguised as titles — Volume by quarter, Key findings, Pricing strategy, Margins have been impacted. No verb, or a passive verb with no agent, or a fact (Revenue grew 12%) without the so-what. Also: titles that overreach the chart's evidence, multi-claim X-grew-but-Y-fell welded titles, and mechanical repetition of the same X-drove-Y template across the deck.", "cardinality": null, "narrativePurpose": "Forces the deck to carry its argument in the title bar so a senior reader can extract the recommendation without opening a single slide; converts a binder of topics into a navigable pyramid where every slide is a node defending the apex." }, { "tool": { "name": "Executive summary", "slug": "executive-summary", "status": "active", "bestFor": null, "canonId": "019dd9e1-4b63-72d5-9734-da757d91ca61", "version": 1, "bodyDocId": null, "description": "A condensed view of the entire argument on a single slide / block.", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "992f0c20-d89c-4ae6-bba0-1dfd95c11ed8", "evidence": "This slide contains a summary of the report's key findings, making it an executive summary.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.9, "extraction": { "at": "2026-07-16 21:28:36.820524+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 3, "whyItWorks": null, "antipattern": null, "cardinality": "common", "narrativePurpose": null }, { "tool": { "name": "Section divider", "slug": "section-divider", "status": "active", "bestFor": null, "canonId": "019dd9e1-4c66-707d-8d1f-6e14547134c7", "version": 1, "bodyDocId": null, "description": "A transitional slide marking the start of a new section.", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "57fab89c-3d5a-430e-a2de-04868cda3715", "evidence": "This slide serves as a section divider, separating the report into different sections.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.9, "extraction": { "at": "2026-07-16 21:28:37.131186+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 11, "whyItWorks": null, "antipattern": null, "cardinality": "common", "narrativePurpose": null }, { "tool": { "name": "Audience Definition", "slug": "audience-definition", "status": "active", "bestFor": null, "canonId": "019dd956-7f2a-775d-aeee-ff099bcb7756", "version": 1, "bodyDocId": null, "description": "Six key questions: Who are they? What do they know? What do they believe? What do they care about? What do they fear? What decisions can they make?", "familyLabel": null, "categoryName": "Block", "categorySlug": "block" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "7d6cb4b4-74f3-4045-97fa-3b9e8c5a1fa2", "evidence": "Before diving into the detail, it’s useful to understand what’s important for the public when deciding whether an organisation is trustworthy.", "pageRefs": null, "priority": "Core", "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-16 21:28:27.685948+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 14, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Core Message Extraction", "slug": "core-message-extraction", "status": "active", "bestFor": "Any slide that carries an argument or finding. The diagnostic: if the slide has a chart on it, it needs a core message. Run extraction whenever the current title is a topic (Q3 performance, Customer satisfaction) rather than a claim, or when a reader could reasonably draw more than one conclusion from the visible evidence.", "canonId": "019dd956-bc71-707d-8867-1b2e810175cf", "version": 1, "bodyDocId": "f85613cb-4b77-462f-bfe6-3b862516e1a6", "description": "The discipline of distilling raw analysis, data, or content into a single declarative sentence — the slide's core message — that the audience would walk away with if they remembered nothing else. Process, not artefact: extraction questions run on the raw content until one sentence falls out.", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Architect", "layer": "slide", "agents": [ "Architect" ], "matchId": "4f815a99-c039-4c2a-9343-aa7f011beb54", "evidence": "The leading themes and corporate behaviours remain the s", "pageRefs": null, "priority": null, "whenToUse": "Any slide that carries an argument or finding. The diagnostic: if the slide has a chart on it, it needs a core message. Run extraction whenever the current title is a topic (Q3 performance, Customer satisfaction) rather than a claim, or when a reader could reasonably draw more than one conclusion from the visible evidence.", "confidence": 0.6, "extraction": { "at": "2026-07-16 21:28:27.72305+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 14, "whyItWorks": "Solves the two failure modes of slide writing simultaneously: the topic title (which outsources interpretation to the audience and produces three different conclusions in three different heads) and the multi-thesis stapler (which exceeds working memory and gets remembered as fragments). Aligns with how readers actually consume decks — Heath & Heath's Find the Core, the journalist's nut graf, and Minto's governing thought all converge on the same cognitive economics.", "antipattern": "Topic titles disguised as core messages (Customer satisfaction, no verb, no stake); multi-thesis sentences stapled with and; hedged sentences (may show signs of possible softening); chart-caption titles (Revenue fell 4%) that restate what the chart already shows instead of naming the so-what; meta-commentary (this slide explores...) that describes the slide rather than concluding it.", "cardinality": null, "narrativePurpose": "Forces the slide author to do the interpretive work before the slide ships, so the audience does not have to do it during the meeting. Wins the WYSIATI battle on purpose — the loudest fragment on the page becomes the author's chosen sentence rather than whichever chart label happens to be largest." }, { "tool": { "name": "Audience frame", "slug": "audience-frame", "status": "active", "bestFor": null, "canonId": "2a1eefbd-5be8-4600-898b-49dbfcf73ec8", "version": 1, "bodyDocId": null, "description": "Tools for modelling and segmenting the audience (persona, JTBD, segmentation).", "familyLabel": null, "categoryName": null, "categorySlug": null }, "agent": null, "layer": "slide", "agents": null, "matchId": "7719e4a2-8401-4b2a-a3fb-b39e48fa1acd", "evidence": "Transparency is more opaque. It can take different forms depending on the sector or organisation.", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-16 21:28:27.794913+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 15, "whyItWorks": null, "antipattern": null, "cardinality": "optional", "narrativePurpose": null }, { "tool": { "name": "Chart Selection Guide", "slug": "chart-selection-guide", "status": "active", "bestFor": null, "canonId": "019dd956-b1a0-700b-ba17-0e16c4d5bcae", "version": 1, "bodyDocId": null, "description": "Choosing the right chart type for your data and message", "familyLabel": null, "categoryName": "Slide", "categorySlug": "slide" }, "agent": "Designer", "layer": "slide", "agents": [ "Designer" ], "matchId": "42af36bb-11e0-46ab-9e78-9ea2a13ddb68", "evidence": "chart/line: Pharmaceuticals: Trust drivers over time (%)", "pageRefs": null, "priority": null, "whenToUse": null, "confidence": 0.6, "extraction": { "at": "2026-07-16 21:28:27.906906+00", "model": "or:meta-llama/llama-4-scout", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 16, "whyItWorks": null, "antipattern": null, "cardinality": null, "narrativePurpose": null }, { "tool": { "name": "Data Story Arc", "slug": "data-story-arc", "status": "active", "bestFor": null, "canonId": "019dd956-9c30-728e-b974-d3fb123dcf5a", "version": 1, "bodyDocId": null, "description": "Context → Conflict → Insight → Implication structure for data narratives", "familyLabel": null, "categoryName": "Loop", "categorySlug": "loop" }, "agent": "Storyteller", "layer": "slide", "agents": [ "Storyteller" ], "matchId": "f11ec279-882e-4c1a-a70b-255153539630", "evidence": "In the wake of COVID-19, trust in the pharmaceutical sector continues to improve...", "pageRefs": null, "priority": "Core", "whenToUse": null, "confidence": 0.7, "extraction": { "at": "2026-07-16 21:28:27.869568+00", "model": 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But so far, the public’s judgment either way is yet to be affected by the momentous events of the year.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.606+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "70a670d2-5db0-482e-b375-fbcfd0b9c6f2", "parentComponentId": null }, { "bbox": { "h": 0.08, "w": 0.2, "x": 0.27, "y": 0.69 }, "kind": "paragraph", "text": "Carl Phillips\nDirector, Ipsos Corporate Reputation\ncarl.phillips@ipsos.com", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.606+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "9ff6f30b-cf19-45af-bbbb-7a5753cbc76b", "parentComponentId": null }, { "bbox": { "h": 0.02, "w": 0.2, "x": 0.03, "y": 0.94 }, "kind": "paragraph", "text": "Ipsos Global Trustworthiness Monitor", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.606+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "c3498a54-8120-4a98-a21a-48246568b2a0", "parentComponentId": null }, { "bbox": null, "kind": "quote", "text": "Overall, our key finding this time is that, despite a year of negative news, political uncertainty, and economic woe, the bedrock trust that the world’s population has in Government and the major industry sectors of the world is still improving slowly, in most cases. There has been no seismic change – some sectors are seen as trustworthy, many are not. But so far, the public’s judgment either way is yet to be affected by the momentous events of the year. — Carl Phillips, Director, Ipsos Corporate Reputation", "attrs": null, "canon": { "kind": { "name": "Quote", "slug": "quote", "status": "active", "canonId": "019de52c-f8fb-751e-8bc6-d58e2d59562a", "version": 1, "description": "Pull quote or testimonial." }, "tool": { "name": "Authority citation", "slug": "authority-citation", "status": "active", "bestFor": null, "canonId": "019dd9e1-49ae-7557-89ad-3fca70469b45", "version": 1, "bodyDocId": null, "description": "Quoting an authority figure, study, or precedent to lend weight.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 14:16:25+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-f388-7190-9df6-acb448bab0ab", "parentComponentId": null }, { "bbox": { "h": 0.02, "w": 0.28, "x": 0.712, "y": 0.035 }, "kind": "title", "text": "Trust in 2022: reading between the headlines", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.606+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "b04fbb2e-7e89-4397-91dc-4f7421b972f1", "parentComponentId": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 15, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null }, "from": 6, "name": "Need", "beatId": "cacff1ab-38d4-4b8c-83bb-c5fc212bbbce", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Need", "slug": "monroes-sequence-need", "status": "active", "canonId": "019dd9b8-160b-710a-b2d6-2bafabd78694", "version": 1, "description": null }, "evidence": "The report outlines the need for trust in various sectors and institutions, citing trends and statistics.", "position": 1, "isPrimaryArc": true, "parentBeatType": { "name": "Complication", "slug": "complication", "status": "active", "canonId": "019dd9b8-0275-7709-b2d6-4f77c3fc7579", "version": 1, "description": "The point in the narrative where the audience should feel discomfort. 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The samples in Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, and United States can be taken as representative of their general adult population under the age of 75. The samples in other countries (Brazil, China, India, Saudi Arabia, South Africa and Turkey) produce a national sample that is more urban and educated, and with higher incomes than their fellow citizens. The survey results for these countries should be viewed as reflecting the views of the more “connected” segment of their population. Weighting was then employed to balance demographics and ensure that the sample’s composition reflects that of the adult population according to the most recent country census data. The “Global Country Average” reflects the average results for all 21 countries where the survey was conducted.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.291+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "0ebdd03b-8018-4b25-9fc4-39bcc71ca260", "parentComponentId": null }, { "bbox": { "h": 0.2, "w": 0.22, "x": 0.03, "y": 0.33 }, "kind": "paragraph", "text": "These are the findings of an Ipsos online survey conducted between 26 August – 9 September 2022", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.291+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "550ed92f-a13c-4d0b-a1ab-3805a3aa7539", "parentComponentId": null }, { "bbox": { "h": 0.5, "w": 0.22, "x": 0.27, "y": 0.33 }, "kind": "paragraph", "text": "The survey was conducted in 21 markets around the world, via the Ipsos Online Panel system... The results comprise an international sample of 16,017 adults aged 16-74 in most countries and aged 18-74 in Canada, South Africa, Turkey and the United States.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.291+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "ca6d2c7b-a033-4837-abbd-3e03ba163443", "parentComponentId": null }, { "bbox": { "h": 0.08, "w": 0.8, "x": 0.03, "y": 0.15 }, "kind": "title", "text": "Methodology: Ipsos Global Trustworthiness Monitor", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:35.291+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "403b6a3b-cd4f-4fe1-9d06-3a1ebfcd0de0", "parentComponentId": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 15, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null }, "from": 6, "name": "Need", "beatId": "cacff1ab-38d4-4b8c-83bb-c5fc212bbbce", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Need", "slug": "monroes-sequence-need", "status": "active", "canonId": "019dd9b8-160b-710a-b2d6-2bafabd78694", "version": 1, "description": null }, "evidence": "The report outlines the need for trust in various sectors and institutions, citing trends and statistics.", "position": 1, "isPrimaryArc": true, "parentBeatType": { "name": "Complication", "slug": "complication", "status": "active", "canonId": "019dd9b8-0275-7709-b2d6-4f77c3fc7579", "version": 1, "description": "The point in the narrative where the audience should feel discomfort. 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Great Britain is the most likely of the 21 nations to feel the energy sector is under-regulated, but it is certainly not alone. As the energy crisis extends to more and more markets around the world, even greater pressure on governments to intervene and address plummeting affordability is highly likely. 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"w": 0.45, "x": 0.03, "y": 0.71 }, "kind": "paragraph", "text": "Further, the rise of stakeholder capitalism has seen businesses shift their focus from generating shareholder profits to making a genuine and positive contribution to its many stakeholders. In this process there have been large-scale changes to how businesses operate and legislative change has not necessarily kept pace with the market.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": null, "framework": null }, "subkind": "description", "groupRole": null, "confidence": null, "extraction": { "at": "2026-07-17 03:42:44.304+00", "model": "google/gemini-3.5-flash", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "0947ae71-6800-4265-9362-78544ea65fba", "parentComponentId": null }, { "bbox": { "h": 0.16, "w": 0.21, "x": 0.27, "y": 0.38 }, "kind": "paragraph", "text": "It is in this context that increased regulation can be welcomed by businesses to ensure an even playing field and everyone operating to the same higher standard.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": null, "framework": null }, "subkind": "description", "groupRole": null, "confidence": null, "extraction": { "at": "2026-07-17 03:42:44.304+00", "model": "google/gemini-3.5-flash", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "2fac8865-ef25-4de9-b413-d3790916517e", "parentComponentId": null }, { "bbox": { "h": 0.26, "w": 0.22, "x": 0.27, "y": 0.58 }, "kind": "paragraph", "text": "Indeed, it can be argued that the ultimate aim of the regulation is to ensure all companies and institutions operate to the same high standard; that they act responsibly. And so, it is useful to compare public attitudes toward regulation with attitudes toward responsible behaviour.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": null, "framework": null }, "subkind": "description", "groupRole": null, "confidence": null, "extraction": { "at": "2026-07-17 03:42:44.304+00", "model": "google/gemini-3.5-flash", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "5410fcf7-2260-4b04-a81c-a6d93fc757e6", "parentComponentId": null }, { "bbox": { "h": 0.22, "w": 0.22, "x": 0.03, "y": 0.45 }, "kind": "paragraph", "text": "Multinational companies heavily favour stable and well-regulated markets in their growth planning having witnessed many endure reputational decline after failing to do so. As one Council member put it, \"regulation brings certainty which is highly desirable in business planning\".", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": null, "framework": null }, "subkind": "description", "groupRole": null, "confidence": null, "extraction": { "at": "2026-07-17 03:42:44.304+00", "model": "google/gemini-3.5-flash", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "620dbbdf-9e98-4442-b4ec-3e2752f4712b", "parentComponentId": null }, { "bbox": { "h": 0.22, "w": 0.22, "x": 0.03, "y": 0.18 }, "kind": "paragraph", "text": "Another point of contention in the regulatory discussion is the assumption that business does not want it. Again, we explored this with our Reputation Council members and found appetite from businesses for increased regulation in certain circumstances.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": null, "framework": null }, "subkind": "description", "groupRole": null, "confidence": null, "extraction": { "at": "2026-07-17 03:42:44.304+00", "model": "google/gemini-3.5-flash", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "91267b17-73f2-45d4-ad24-f77e760fd186", "parentComponentId": null }, { "bbox": null, "kind": "quote", "text": "regulation brings certainty which is highly desirable in business planning", "attrs": null, "canon": { "kind": { "name": "Quote", "slug": "quote", "status": "active", "canonId": "019de52c-f8fb-751e-8bc6-d58e2d59562a", "version": 1, "description": "Pull quote or testimonial." }, "tool": { "name": "Authority citation", "slug": "authority-citation", "status": "active", "bestFor": null, "canonId": "019dd9e1-49ae-7557-89ad-3fca70469b45", "version": 1, "bodyDocId": null, "description": "Quoting an authority figure, study, or precedent to lend weight.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": null, "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 14:16:28+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-f388-7190-9df7-9a2ab4b2cee1", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.38, "x": 0.51, "y": 0.79 }, "kind": "source-note", "text": "Source: Ipsos Reputation Council 2022 Base: 79. 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The Ipsos Global Trustworthiness Monitor, which has assessed the extent to which the worldwide public trust a range of different professions since 2018, offers us an opportunity to measure the extent to which the impact of living through the pandemic has affected how far the global public trust different types of people.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:40.08+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "12734b90-b8be-4b7f-ade8-b23644d17ba5", "parentComponentId": null }, { "bbox": { "h": 0.165, "w": 0.245, "x": 0.031, "y": 0.181 }, "kind": "paragraph", "text": "How big of an impact has COVID-19 had on trust? 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Most also saw pandemic boosts, but unlike with professions these have been retained into 2022. The pharmaceutical industry and food & drink companies are the standouts. Globally they are in the top three most trusted sectors, with a third saying they find them trustworthy (34% and 33% respectively). 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Perennially ranked towards the foot of our Global Trustworthiness Monitor (page 39), they’re much more trusted than political leaders but trail far behind doctors, scientists and teachers. Incidentally, this is why corporations tend to use their ‘bench strength’ – technical specialists and subject experts – instead of CEOs, for non-critical, public-facing communication. 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Globally, half express this view – rising to more than two-thirds in South Africa and India – and in each country there is a plurality in support. 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firstly, it is the only sector to continually decline since 2019, and secondly, it is the only sector where the generational movement is not all in the same direction.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:44.21+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "645cc5d0-d078-4d9a-8ea5-2b0e8d9511ed", "parentComponentId": null }, { "bbox": { "h": 0.2, "w": 0.23, "x": 0.03, "y": 0.18 }, "kind": "paragraph", "text": "The two best examples of these improvements are the pharmaceutical and social media sectors. The pharma sector has seen considerable growth in perceived trustworthiness since the start of the pandemic, and we can see that this cuts across all generational groups.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:44.21+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "76a0af89-c9bd-43c8-ace8-688d6e7c74e0", "parentComponentId": null }, { "bbox": { "h": 0.4, "w": 0.23, "x": 0.27, "y": 0.18 }, "kind": "paragraph", "text": "Looking at the social media sector, although they have a considerable trust deficit - with far more regarding them as untrustworthy than trustworthy - opinion in all four generational groups is improving. Fake news and hate speech were a considerable problem for social media companies back in 2020 with the pandemic, the Black Lives Matter movement, and bitterly-fought elections taking place - but the sector has seen improving trust since. It remains to be seen whether this is down to people truly believing the sector is making progress, or simply that some of these issues are less front of mind now. 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Millennials on the other hand buck the trend, with trust in the sector stable over the last twelve months (after previously declining).", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:43.317+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "c3c28aa1-62b1-4575-989e-b38abcd955dc", "parentComponentId": null }, { "bbox": { "h": 0.4, "w": 0.22, "x": 0.27, "y": 0.375 }, "kind": "paragraph", "text": "It is also clear that the different generations are using use the same core criteria to judge the relative trustworthiness of sectors and institutions, and this means that targeting the generational groups for advertising, marketing, or political campaigns assumes a reliable cohort effect based on age alone is likely to be an expensive waste of time.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:43.317+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "f50f60e3-046c-4b63-91ca-cd35322af2d1", "parentComponentId": null }, { "bbox": { "h": 0.05, "w": 0.4, "x": 0.51, "y": 0.78 }, "kind": "source-note", "text": "Q: Please look at this list of different types of organisations and institutions. 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The primary criteria by which different generations judge sectors and institutions and key issues like the importance of the environment, there is nothing to separate the generations. Across the four generations the direction of travel of trust in sectors and institutions is the same. Upwards for most, down for tech.", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:47.971+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "5328cef4-1c6c-477a-9402-504160179d04", "parentComponentId": null }, { "bbox": { "h": 0.15, "w": 0.2, "x": 0.748, "y": 0.595 }, "kind": "list", "text": "To find out more, please contact: carl.phillips@ipsos.com Director, Ipsos Corporate Reputation miles.grinyer@ipsos.com Research Executive, Ipsos Corporate Reputation", "attrs": null, "canon": { "kind": { "name": "List", "slug": "list", "status": "active", "canonId": "019de52c-f94b-779b-a53b-fd4904a5f4d2", "version": 1, "description": "Bullet or numbered list." }, "tool": null, "subkind": { "name": "Bullet list", "slug": "bullet", "status": "active", "canonId": "019de52c-fc98-7169-a083-5cab805076ca", "version": 1, "description": null }, "framework": null }, "subkind": "bullet", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:47.971+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "91a83063-4347-40dd-836a-a6270ee8bd2f", "parentComponentId": null }, { "bbox": { "h": 0.15, "w": 0.395, "x": 0.031, "y": 0.18 }, "kind": "paragraph", "text": "exist at all. Of course, the reality is that generational analysis can, if done carefully and well, tell us new insights about people – but it is often applied in inappropriate situations. Simply, we are all far more similar than we may think, and it is probably time to focus on what unites us than what divides us.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:47.971+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3478352e-1925-4856-9bef-7c073cddec06", "parentComponentId": null }, { "bbox": { "h": 0.035, "w": 0.235, "x": 0.51, "y": 0.158 }, "kind": "title", "text": "Concluding thoughts", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 18:49:47.971+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "82ee89b1-e4c9-4fcd-9eee-dcbb69e17b44", "parentComponentId": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 66, "arc": { "name": "Monroe's Motivated Sequence", "slug": "monroes-sequence", "status": "active", "bestFor": "Persuasive speeches, call-to-action decks", "canonId": "019dd956-5f25-7189-a428-2e6d7f9e5606", "version": 1, "bodyDocId": "019df22a-2356-73eb-8061-d8c81dc0aa49", "structure": "Attention -> Need -> Satisfaction -> Visualization -> Action", "description": null, "familyLabel": null }, "from": 41, "name": "Action", "beatId": "9c6588dc-b361-454b-be5a-9219f490407c", "matchId": "c7779a14-be79-492e-947b-35ffecd07239", "beatType": { "name": "Action", "slug": "monroes-sequence-action", "status": "active", "canonId": "019dd9b8-181e-760d-befc-010c2424fa89", "version": 1, "description": null }, "evidence": "The report concludes with recommendations and insights for business and government leaders to improve trustworthiness.", "position": 4, "isPrimaryArc": true, "parentBeatType": { "name": "Resolution", "slug": "resolution", "status": "active", "canonId": "019dd9b8-045d-703b-8dd7-e92aba3ba91b", "version": 1, "description": "How the deck ends. 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Ipsos: Global Views on Sustainability – November 2022\n2. Per 100,000 population, source The Economist and Solstad, S. (corresponding author), 2021. The pandemic's true death toll. [online] The Economist. Available at: https://www.economist.com/graphic-detail/coronavirus-excess-deaths-estimates [Accessed 27 November 2022]\n3. 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At Ipsos we believe our clients need more than a data supplier, they need a partner who can produce accurate and relevant information and turn it into actionable truth. This is why our passionately curious experts not only provide the most precise measurement, but shape it to provide a True Understanding of Society, Markets and People. To do this we use the best of science, technology and know-how and apply the principles of security, simplicity, speed and substance to everything we do. So that our clients can act faster, smarter and bolder. 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