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Brands need to track Indonesia’s ‘counterculture’
27 November 2020
Brands need to track Indonesia’s ‘counterculture’
Environmental & social issues Public health Indonesia

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.

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