Kantar’s COVID-19 Barometer has been exploring how people are feeling and acting around the world since the start of the pandemic. With over 150,000 people’s opinions in 60 plus markets, it helps marketers understand the short- and long-term implications for their brand, and the marketing levers they need to influence.

As well as exploring evolving habits, behaviours and concerns as lockdowns start to release, the latest data explores six distinct consumer tribes, defined by levels of worry, information consumption, adherence to rules and government trust. The Coronavirus Tribes can help marketers to reshape their messaging, consumer experiences, and even their innovation plans and drive recovery.

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