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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©2020 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
U.K.
CHILE
Moving into Recovery
To date, nearly 65 million people worldwide have contracted Coronavirus. As we head into the colder months in many parts of the world, health officials warn we’re heading for a ‘dark winter’ filled with rising cases and likely a rising death toll. Already, we’ve seen a dramatic rise in cases in Europe where many countries have reinitiated the lockdown measures from the Spring. And the U.S. has entered unprecedented territory with positivity rates reaching as high as 50% in some states.
In our Pandemic Journey Map model we see many countries which last month had moved into Recovery, 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
Finding the Light in the Dark
While there’s certainly a lot of negativity in the world right now, people everywhere are trying to focus on the positive: 42% of people globally hope that the biggest lasting positive change of this crisis will be that people will appreciate the little things in life.
In our survey we asked people about the things they’re looking forward to doing again when restrictions ease up.
The responses we received revealed the smallness of our
hopes and humanity behind our desires.
Below are a few of our favorites from around the world.
WAVE 7
september
WAVE 7
september
WAVE 7
september
People Are Seeing the Glass as Half Full
It goes against human nature to continue to live in a state
of constant negativity and despair. People are rallying around
the first shared glimmers of optimism in months: 57% globally
say things are only going to get better from here.
Click on each glass to see the levels
of optimism in different markets.
U.S.
FRANCE
MEXICO
CHINA
ITALY
GLOBAL
64%
51%
38%
70%
92%
57%
49% of people feel
like things are only going to get worse.
62% of people feel like things are only going to get worse.
36% of people feel like things are only going to get worse.
8% of people feel
like things are only going to get worse.
30% of people feel like things are only going to get worse.
43% of people feel like things are only going to get worse.
The Path to Renewal is Paved with (Locally-Nuanced) Change
As the world looks forward to a life post-COVID,
it’s become clear that the lasting changes post-pandemic
will not only occur amidst our healthcare systems.
When we asked people what they hoped the lasting positive change of this crisis will be, we found that the results revealed locally nuanced tensions. For example, in Japan, a country with a strong and traditional work culture, we see that nearly half of people are hoping the lasting change will be flexible working.
Click on each country to read what they hope will
be the biggest lasting positive change of this crisis.
JAPAN
U.S.
MEXICO
GERMANY
BRAZIL
Improving
social systems.
Closer connection to family and friends.
More time to appreciate the little things.
SPAIN
Importance of scientists and doctors.
Flexible working.
Spending less money.
WAVE 8
NOVEMBER
WAVE 8
NOVEMBER
WAVE 8
november
"To meet new people again."
"Hug my crush from
school and kiss him."
"I look forward to going to concerts, I really hope that there is a tour of AC/DC, did you know that Brian is back?"
"To be able to sing and
worship at my church."
"For my kids to be able to
enjoy a day at school again without all the restrictions."
"I now realize the importance
of family. I was previously
too busy to be with them."
Click on each icon to learn more.
People Look to Brands for Reassurance
People are looking to brands to provide a source of a comfort and support as people navigate these challenging times.
On a global scale, is it more meaningful to you that…
2018
2020
...a brand reassures me.
64%
...a brand challenges me.
36%
...a brand reassures me.
76%
...a brand challenges me.
24%
Click
to
see!