Could the COVID-19 crisis lead us to a more positive personal relationship with digital technologies—and what are the implications for brands?

This report explores how COVID-19 is forcing us to re-evaluate our relationship with digital technologies and presents an opportunity for brands to develop a ​more human, empathetic relationship with consumers through the way they use technology.

These two questions sit at the heart of this paper, part of our multi-year research programme to understand how digital technologies are reshaping societies and meeting our fundamental human needs. Starting in 2018, we’ve been tracking how people the world over are responding
to the digitisation of economies and industries, exploring themes such as trust, infrastructure, personal data and skills.

Today, in the midst of a global pandemic that is disrupting almost all facets of how we live and work, this research sheds new light on how people are using technology differently and what this could mean for brands in the longer term.