The COVID-19 pandemic swiftly and dramatically disrupted the lives of people on a global scale. That lead to behavioral and attitudinal shifts that impact core values around the world.
Ipsos research showed a unique tension as people sought to forge a better future. On one hand fear, anxiety, and mistrust led many to sequester themselves away from others. But people simultaneously recognized that in order to make it through these times, we must look beyond geographical borders, government mandates, and self-centered behaviors to unite in our efforts. In other words, people around the world were driven to move beyond the ‘me’ to the ‘we.’
As people want to, as the United Nations says, “build back better,” we explore several key themes global citizens identified to understand how brands support that vision.