FINDING THE HUMAN TRUTHS
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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 weekly 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 are the dates of the waves of research included. 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
U.K.
CHILE
Moving into Recovery
Though the pandemic may not be the top concern in places where we are moving coser to containment, we are still deeply in crisis in many other ways. In our Global Pandemic Journey Map we track the intersection of four crises: health, economic, political, and psychological. As the health crisis starts to subside in parts of the world, we’re confronted with the impact it will continue to have on our lives in other ways, as well as the existing fault-lines it has revealed about our society along the way.
WAVE 5
SOUTH AFRICA
RUSSIA
Social Inequality is Becoming a Bigger Threat to Society than the Pandemic
of people globally believe social divides are a worse threat than COVID-19.
26%
What Will Reopening Look Like?
As we move into this brave new world of recovery, the question becomes which of our pre-pandemic behaviors we will return to
and what new behaviors adopted during the height of the
pandemic will persist as the crisis subsides.
The truth is people will respond differently from one another.
We’ve identified a spectrum of responses to the new realities that
will shape people’s lives/societies for the foreseeable future.
We call these the Pandemic Personas.
Hover over each one to learn more:
Brands Can Fill the Void Where Government Has Let People Down
"My government has let me down."
24%
WAVE 3
27%
WAVE 5
"I don't know what information I can trust."
29%
WAVE 3
35%
WAVE 5
The cautious
1 in 2 people say they are following the rules very carefully.
The CONDITIONALS
1 in 5 people are following some rules but not others.
The Careless
1 in 10 people are mostly ignoring the rules.
The contrarians
1 in 8 people are following their own rules now.
The Clueless
1 in 10 people don’t know what the rules are.
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
For every 100 people, the below represents the distribution of the 5 Pandemic Personas in society.
The Cautious
50/100
The Conditionals
21/100
The Careless
6/100
The Contrarians
13/100
The Clueless
10/100
WAVE 3
mid-april
The Cautious
50/100
The Conditionals
21/100
The Careless
6/100
The Contrarians
13/100
The Clueless
10/100