A Blueprint for Brands in a Post-COVID world

A Blueprint for Brands in a Post-COVID world

In an initiative spearheaded by Beyond Research, Italy, Green Light was part of a 17 country collaboration to produce a sophisticated analysis of human behaviour around response to the COVID-19 pandemic. Not only does this report include human insights, but it translates these into direction for brands into the future.

Why is the report relevant to you?

The report is the first global qualitative viewpoint of the COVID-19 pandemic.

It analyses human response to the virus according to the situation in 17 different countries, taking into consideration economic, socio-political and cultural factors. The output therefore includes nuanced local analysis as well as plenty of concrete market-specific insights.

The analysis identified five consumer archetypes – the Warrior, the Jester, the Innocent Victim, the Common Man and the Creator. Each of the Archetypes has a corresponding role for brands to meet their needs. Concrete examples from the countries and across industries are used to bring to life each possible brand role.

The report also highlights 7 key insights for brands to take into consideration as they move into the future.

The countries involved include:

  • UK
  • Australia
  • Italy
  • Arab Emirates
  • Argentina
  • Belgium
  • Brazil
  • China
  • France
  • Germany
  • India
  • Russia
  • Saudi Arabia
  • Singapore
  • Spain
  • Thailand
  • USA


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