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.
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©2021 McCANN WORLDGROUP
In The War Against
Coronavirus
Our Methodology
We are interviewing upwards of 16,000 people across 18 markets on a monthly basis and are tracking the changes in data over time in order to maintain an accurate read of the situation as it evolves.
ARGENTINA
INDIA
BRAZIL
COLOMBIA
MEXICO
TURKEY
ITALY
SPAIN
U.S.
CANADA
FRANCE
GERMANY
CHINA
JAPAN
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 – 8/3/2020
Wave 7: 9/15/20 – 9/28/20 | Wave 8: 11/4/20 – 11/17/20 | Wave 9: 12/15/20 – 1/6/21
U.K.
CHILE
Moving into Recovery
With new fast-spreading virus variants putting parts of the world back into lockdown and vaccine distribution challenges, it’s become clear that turning the page to 2021 didn’t magically erase 2020’s challenges. As a result, it’s unsurprising that in our Pandemic Journey Map model we see many countries quickly reverting back into Adapt and, in some cases, Panic.
WAVE 5
SOUTH AFRICA
RUSSIA
MID-JUNE
WAVE 4
Early May
WAVE 3
mid-april
The pandemic journey map
WAVE 5
MID-JUNE
WAVE 5
MID-JUNE
WAVE 4
Early May
WAVE 3
mid-april
WAVE 3
mid-april
WAVE 4
Early May
WAVE 3
mid-april
WAVE 6
early august
WAVE 6
Early august
WAVE 6
early august
Exploring the Crisis Index in Detail
For almost 10 months now we’ve been using our Global Pandemic Journey Map model to help understand how the world has been processing a series of deeply intertwined crises. What began as a health crisis quickly became economic, political and psychological.
Explore the multitude of crises that compose our Crisis Index.
WAVE 7
september
WAVE 7
september
WAVE 7
september
Holistic Wellness Begins with Mental Health
Perhaps one of the most significant outcomes of the pandemic is the understanding of the importance of mental health which people ranked a very close second to physical wellness.
Even before the coronavirus began to spread, mental health was already an extremely important topic. As a result, the past year hasn't spontaneously created an issue so much as it has accelerated mental health trends years in the making.
But that isn’t to say that there aren’t deep cultural
nuances when it comes to our personal health.
Click on the map below to reveal local differences.
JAPAN
U.S.
MEXICO
PHYSICAL
SPAIN
WAVE 8
NOVEMBER
WAVE 8
NOVEMBER
WAVE 8
november
WAVE 9
January
WAVE 9
January
WAVE 9
JANUARY
A Year of Anxiety Pinball
After the relative calm of the summer and early fall it’s perhaps unsurprising that we are seeing anxiety levels creeping back up, particularly in markets like Japan, Brazil, the U.K. and even China that have faced recent spikes in cases.
Collective Optimism Fuels Resilience
Even as we continue to face the seemingly endless challenges of this pandemic, people are increasingly seeing the light at the end of the tunnel:
The hardships and challenges of the past year may explain why people are increasingly looking for moments of levity from brands: 34% of people globally believe brands should cheer people up and spread happiness amidst the crisis, an increase from 29% last year.
57%
64%
OCTOBER
JANUARY
"Things are only going to get better from here."
U.K.
COLOMBIA
RUSSIA
CHINA
INDIA
SOUTH AFRICA
TURKEY
PHYSICAL
PHYSICAL
CHILE
FINANCIAL
FINANCIAL
FINANCIAL
EMOTIONAL
EMOTIONAL
EMOTIONAL
MENTAL
SPIRITUAL
SOCIAL
Psychological Crisis
All Lines
Health Crisis
Economic Crisis
Political Crisis
Crisis Index
Crisis Index
Political Crisis
Economic Crisis
Psychological Crisis
Health Crisis
All Lines