The future of values after Covid: The Black Swan

With deep dives for the food and financial sectors

„Der schwarze Schwan: Eine repräsentative Studie zur Werte-Antizipation durch die Corona-Krise“ (2022)

The Covid-19 pandemic has fundamentally changed our everyday lives in a very short space of time. Shopping with face masks, increased working from home and the increasing digitalisation of payment behaviour are just a few examples. A disruptive experience that is leaving collective traces in the attitudes and values of the population.

The study looks at the framework of human behaviour: the value structure. It examines the extent to which the coronavirus pandemic is influencing people's values in the long term and provides guidance on how brands need to readjust as a result.

The elaboration is based on the Values & Visions 2030 future and value study. The statements in The Black Swan are based on a population-representative survey with a total of 3,001 respondents (1,000 in April 2020, 1,001 in June 2020 and 1,000 in April 2021) as well as a qualitative deep dive for the food and finance sectors.

For whom are the insights interesting?

Decision-makers who want to shape strategies and brand management for the future.

Marketing and product development managers who are looking for insights into future consumer needs.

Key data on the study

Publication: 2021

Method: CAWI interviews via online access panels

Sample: n=3,001 in Germany, respondents aged 16 and over

Bonus industry deep dives: With in-house expert workshop and 12 qualitative in-depth interviews

This study is only available in German!

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This study is only available in German.

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Central research questions

  • What impact does a global crisis have on people's values?
  • How are hopes, aspirations and expectations of the future changing?
  • What can be deduced from a changed understanding of values for future (consumer) behaviour?
  • How strong is the impact of short-term life restrictions and long-term economic consequences?

Your key benefits

  • In-depth insights into the long-term changes in values and behaviour due to the pandemic.
  • Respond better to the changing needs and expectations of your target groups
  • Communicate more relevantly and sustainably in a world shaped by COVID-19

Do you have questions about the study?

We will gladly advise you.

Dr. Hannes Fernow

Foresight Director

GIM foresight

Michael Mletzko

Foresight Director 

GIM foresight