Is mutual aid the new aspirational mindset?
REPORT
17 Sep 2020
Is mutual aid the new aspirational mindset?

Values tend to be consistent throughout adulthood, guiding all manner of daily decisions and long-term goals, but major events have the power to reshape beliefs on an individual and societal level. How might COVID-19 transform Britons’ deep-rooted principles, and what could this mean for brands?

Joe Carr Hollands

Joe Carr Hollands is the co-founder of a mutual aid group and owns the Shoe Tree Café, a vegan and vegetarian cafe in Newcastle upon Tyne. He chose to shut his café before the government imposed closures on restaurants, pubs, and cafés, leading him to crowdsource financial support from the local community. The Shoe Tree Café showcases local artists, poets, and musicians, and has always championed community values.

Dr. Liat Levita

Dr. Liat Levita is a senior lecturer in developmental neuroscience at the University of Sheffield and the principal investigator in a study looking at the impact of lockdown on young people in the UK. The research team she leads focuses on brain changes with age, exploring how this affects decision-making and emotional regulation.

Liz Hingley

Liz Hingley is an anthropologist, photographer, artist, and curator based in London. Her work blends academic study and thinking with creative practices to intimately explore contemporary rituals, systems of belief, and belonging around the world. Her work has been exhibited at Tate Modern, the University of Texas at Austin, the National Portrait Gallery, and Somerset House.

Jenny Cusack

Jenny is a Gold award-winning writer, trend forecaster and strategist specialising in brand storytelling. Her services include brand discovery, formation and strategy, content auditing, content strategy, copywriting, and top-line insights for C-suite level decision makers.

She has worked for media companies globally ideating the future of trusted journalism and story formats, such as the NY Times and FT, and in development project backed by Nike Inc, where she worked with Fuseproject to pivot business supply and value chains to benefit women and girls.

Jenny is also a published poet and journalist, with works featuring in Dazed & Confused, BBC Futures, and Flaunt magazine in LA.