Can brands help the UK become a fairer society post-Covid?
While it may take years for the shock caused by the coronavirus pandemic to wear off, could the UK emerge from the crisis a fairer and kinder society? And if so, can brands drive this change?
The shock of the Covid-19 pandemic, the lockdown and impending recession continue to have a tangible impact on British society. We may have moved out of the nationwide lockdown and are inching towards some form of recovery, but fears of a second wave persist.
Yet, while the pandemic has caused such turbulence, there is an argument to say it has brought the nation closer as we bonded over the shared struggle. In March, for example, 500,000 people signed up to become NHS volunteers, double the government’s target. Data suggests more people are shopping locally and while it is now long finished, the weekly Clap for Carers was seen to unite communities.
Is all this evidence the UK is becoming a fairer, kinder society as result of Covid-19?
There are numerous scenarios for how society will evolve post-pandemic which differ according to the country and the ideology it adheres to, says head of behavioural science at Innovia Technology, Dr Helena Rubinstein.