As culture evolves some codes are left behind. Some get re-framed and newer ones emerge. Usually, it is a slow-burn phenomenon. For e.g., our concept of privacy before and after owning a smart phone.?However when a once in a lifetime pandemic arrives, cultural shifts speed up. Brands and communication that seek to be relevant, need to adapt to these cultural shifts and lead their consumers into the future.

Therefore, this syndicated study and report presents a comprehensive, semiotic decoding of how consumers? safety consciousness is being rewired due to the Covid Pandemic. The cultural insights in this report can help marketers with developing positioning, communication and growth strategies for their brands.


In-depth decoding of cultural texts ? images, advertising, packaging, news reports, social media posts, using the tools and frameworks of applied semiotics.

Benefits of this Study:

  1. A well-rounded and complete understanding of how Safety and Protection as concepts in culture are getting rewired due to the Pandemic.??
  2. Fresh insights that go beyond the obvious and familiar that traditional qual and quant research provide.
  3. From this understanding, marketing teams can derive:
    a. Inspiration for campaign development for brands in the hygiene and safety space.
    b. Insight into the subtleties and nuances that make safety communication effective or not.
    c. Ways to integrate safety/protection with other values and benefits that consumers want
    d. Ways to evolve brand purpose to align with changing cultural codes and values of safety/protection


Rs. 1,15,000/- + GST


Have a look at a sample of the report content here

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