COVID-19 Mindset: How Pandemic Times Are Shaping Global Consumers


The Collision of Issues study, July 7, 2020

We continue to face extraordinary uncertainty.

In this research we attempt to chart a path forward by asking difficult questions that show a new reality for companies, their narratives, their workspaces and how they are deeply interconnected with societal issues.

We must understand what we expect of institutions, each other and how this crisis is reshaping our perceptions, behaviors, values and societies before we can move forward.

Natasha Kennedy, TRUE Global Intelligence, global managing director

View country-specific findings from our seven-country The Collision of Issues study:

The Future of Work: How Remote Work Has Changed Expectations of What Work Can Be study, June 15, 2020

At the start of lockdown, many of us were asking how we’d manage to remain in our homes for weeks. Conversations about returning to our workplaces centered on the logistical questions – how would we enable social distancing in our offices? How would they be cleaned and sanitized? There was perhaps an implicit assumption that once we solved these questions, we’d be able to return.

The conversations among and within companies and across the media changed when it became apparent some would not be able to return to the workplace when those issues were resolved. With schools closed, many reliant on public transit, and some workers and their families vulnerable, the conversation turned to how to accommodate the needs of the workforce.

Another two weeks passed, and first in offhand remarks between colleagues and clients and then once more in media, the conversation turned again, this time to whether companies should return to the workplace, and the culture and behaviors built around it, at all because of the benefits many have found in remote work.

Those benefits haven’t been universal, and they don’t come without challenges. This is what we wanted to understand in our survey. How has telework changed the experience of work for those fortunate enough to be able to work remotely? How do they feel about the prospect of returning to their regular workplaces? What have they learned? And most importantly, how do they want work to fit into their lives from now on? The answers to these the higher-order questions will help determine the future of work.

Natasha Kennedy, TRUE Global Intelligence, global managing director

How Pandemic Times Are Shaping Global Consumers study, April 23, 2020

In just a few short months, this pandemic has changed our perceptions of the world to a degree typically seen only over years and decades.

Our findings reveal changes in priorities, values and relationships driven by the role we all must play to mitigate the pandemic and its effects on society. As consumers and employees, this means a renewed focus on organizations as employers and places of public life. For brands and employers, this means the choices they make now will reverberate in consumers’ purchase decisions and workers’ employment decisions for years beyond the pandemic.

We face extraordinary uncertainty. We don’t know what work, home, school or public life will look like in the months and years ahead. To chart a path forward requires meaningful research and deep human compassion. We must understand what we expect of each other and how this crisis is reshaping our perceptions, behaviors, values and societies.

Natasha Kennedy, TRUE Global Intelligence, global managing director

View country-specific findings from our six-country How Pandemic Times Are Shaping Global Consumers study:

Discover industry-specific findings from our How Pandemic Times Are Shaping Global Consumers study:

For questions relating to the COVID-19 Mindset studies, please contact info@trueglobalintelligence.com and for support navigating COVID-19, please contact FH.COVID19.TASKFORCE@fleishman.com.