The New Meaning of Safety Consciousness in COVID Times

by Leapfrog Strategy Consulting Business semiotics Consultant

Culture is the hidden influencer and taken-for-granted element, in the multi-dimensional puzzle that is consumer behaviour. The truth is that, before people turn into consumers, they are members of their culture. From the standpoint of consumer behaviour, culture is about continuous learning, un-learning and re-learning, to support new behaviours and practices. Culture provides the backdrop for consumer story telling.

Our view is that cultural decoding is an equally critical piece of the foundational understanding for strategy, as are the relevant facts and figures with respect to the market. Just as syndicated reports of quantitative data are a familiar and useful resource for marketing and insights teams, so also a syndicated study and report for cultural insight.

Therefore, this syndicated study and report presents comprehensive, semiotic decoding of how Safety is being rewired in the collective consciousness 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.

The Leapfrog team has spent 300+ hours decoding the 100+ texts that we had selected out of a much larger scan of content.

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
Get Complete Report about The New Meaning of Safety Consciousness in COVID Times that will provide deep and wide insights of the kind that consumers can never articulate but does influence their thinking and their behaviour.

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About Leapfrog Strategy Consulting Junior   Business semiotics Consultant

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Joined APSense since, May 30th, 2020, From GURUGRAM, India.

Created on Sep 2nd 2020 10:39. Viewed 103 times.


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