Brands need to track Indonesia’s ‘counterculture’ | WARC | The Feed
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Brands need to track Indonesia’s ‘counterculture’
COVID-19 has altered perceptions of risk and exposed the limitations of existing systems to manage new risks; absent an institutional solution, Quantum Indonesia observes the emergence of a ‘counterculture’ that aims to bring a sense of security during the pandemic.
Three levels of counterculture
Writing for WARC, the insights agency outlines how this counterculture, “devised at an individual and/or collective level”, can be seen at three levels:
- faith and religion;
- science;
- new everyday rituals.
“Each of these ‘levels’ reveals the logic with which individuals make sense of the new risks and lasting impact associated with COVID-19,” the...
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