The pandemic has reshaped public perceptions of heroes, propelling often overlooked groups into the limelight and fostering a collective sense of responsibility. The Burger King franchise in France has adopted a strategy that cements its place as a hero by addressing local farmers’ concerns.

Instead of the coronavirus pandemic being the ‘great leveller’, it has highlighted the number of people who deal with food insecurity. Working to get meals to vulnerable Londoners, The Felix Project uses surplus restaurant and supermarket food to fight food poverty in the capital.

What makes people believe in a brand’s activist efforts? How can companies connect with values-minded consumers? And can creativity save the world? In this part of the 2021 Expert Outlook, we speak to three experts about how the multiple crises of 2020 will impact consumer citizenship.

The pitch of anti-press sentiment is the most fevered it’s been, with an Edelman report showing the highest-ever percentage of American distrust in the media. As polarizing disputes over COVID-19 and elections continue, people are continuing to lose faith in the notion of objectivity.