FINDING THE HUMAN TRUTHS
The COVID-19 pandemic has rapidly shifted our collective fears, concerns and priorities across the
globe. Many officials have referred to it as a war against an invisible enemy.
And, as in all wars, one of the most important, impactful and enduring weapons at our disposal is Truth.
In response, we surveyed people in 18 countries
around the world to get a deeper look into the key Human Truths generated by the current crisis.
We are continually fielding new surveys and
updating the data below, since attitudes are quick
to shift as the pandemic continues.
©2020 McCANN WORLDGROUP
In The War Against
We are interviewing upwards of 16,000 people across 18 markets on a weekly basis and are tracking the changes in data over time in order to maintain an accurate read of the situation as it evolves.
Below is a summary of the waves of research we've conducted and corresponding dates. Due to the rapid nature of COVID-19, we recognize that cultural mentalities and government responses are changing day by day and this data is a snapshot of a moment in time.
Wave 1: 3/12/20 – 3/22/20 | Wave 2: 3/23/20 – 3/31/20 | Wave 3: 4/7/20 – 4/16/20
Wave 4: 4/27/20 – 5/7/20 | Wave 5: 6/8/20 – 6/15/20 | Wave 6: 7/21/20 – 8/3/20
Moving into Recovery
As some countries move closer to containment, the pandemic may cease to be the top concern. At the same time, we are still deeply in crisis in many other ways. Our Global Pandemic Journey Map tracks the intersection of four crises: health, economic, political and psychological.
The data show that recovery from the health and psychological crises are not straight lines and that, over time, levels of worry, anxiety and concern alternate between periods of calm and of panic.
The pandemic journey map
Beware Thy Neighbor
People are significantly less trustful of their immediate neighbors than they are of those from other countries. One-in-three people globally say that they have lost trust in people from their own country during the pandemic (as compared to 1 in 5 people globally saying they have lost trust in people from other countries).
However, this changes dramatically depending on where you are in the world—Americans are much more likely to say they have lost trust in their fellow citizens while people in China are much more likely to say they have lost trust in people from other countries. As a precautionary measure against the virus, many nations have closed their borders to incoming travelers.
A Tale of Two Pandemics:
COVID-19 is Making and Breaking
Governments Around the World
The coronavirus pandemic has been the ultimate political pressure test. The general anxiety and discomfort people are experiencing is only magnified by a growing lack of confidence and trust in the extent to which people believe their government is prepared to deal with the pandemic.
Newfound 'Pandemic Passions" Will Persist
Consumers have adopted new attitudes, hobbies and behaviors across markets. The big question is which of these new behaviors are simply temporary and which will persist for the foreseeable future. Globally, we found that video games, cooking and baking, online shopping, and online learning were broadly the areas that people think they’ll likely continue after the pandemic ends.
Playing a Meaningful Role in People's lives is the Best Form of Immunity for Brands
When this is all over I am going to be more cautious about how I spend my money (vs. going out to buy what I haven’t been able to during the pandemic).
2 in 3
3 in 4
"Building a zipline for my grandchildren."
"Collecting baseball cards."
"I started a YouTube channel."
"Restoring old radios."
"Brewing my own beer."