Chapter 1

Human connections in crisis

How has the pandemic affected the way that we interact with others?

Almost half of consumers globally say the pandemic has been difficult for them—and that it has changed their life completely. The impact has been felt most severely in Latin America and the United States. At the time of publishing, the US has had the highest number of COVID-19 infections globally; Brazil has had the third highest. Consumers in Asia-Pacific, where numbers were more controlled, have found it least difficult.

Across the world, youth have felt the biggest effects of “pandemic life.” More than half of millennials and Generation Z respondents say the pandemic has been difficult and life-changing. Yet, for a significant number of survey respondents, the pandemic has been neither hard nor life-changing. And one-third of Baby Boomers reported this isn’t a particularly difficult time.

The stark divide in experiences is also reflected in a person's sense of connection to others. This report finds a widespread sense of social isolation—33% of consumers worldwide say they feel less connected to others since the start of the outbreak. This is most pronounced in the US, with 42% of respondents feeling less connected.

But it wasn’t all negative. About 25% of consumers globally feel more connected to others since the start of the pandemic. In Latin America, one in three consumers feels more connected; Asia-Pacific also ranks higher than the global average.

Less connected

More connected

United States

42^%