Encouraging Connection: Bridging Rude & Kind Behaviours
Published 31 March 2025
While many consumers believe that people have become ruder over the past five years, research suggests an uptick in kind actions since 2019. This disconnect may be due to growing isolation and reduced interactions with strangers. However, smart brands are uplifting people’s perceptions of others by creating opportunities for consumers to connect and socialise in person.
- Perceptions of Rudeness: In the US, 47% of people believe others have been behaving more rudely in public since the pandemic, with 20% thinking they’re much ruder (Pew, 2025).
Objectionable behaviours include smoking around others (77% disapprove), taking pictures or videos without permission (74%), bringing children into adult spaces, like upscale restaurants and bars (69%), and swearing in public (65%).
Perceptions of rudeness aren’t limited to strangers. Teachers report increased disruptive behaviour in class, while some human resources experts note rising workplace incivility, such as ignoring colleagues and gossiping. - Benevolent Actions: However, according to the 2025 World Happiness Report, people globally are acting in more prosocial ways. Post-pandemic, 18% worldwide are donating, volunteering and helping strangers more – a 10% increase from 2019 (World Happiness Report, 2025).
Helping strangers (for example returning a lost wallet) is the most common benevolent act. Additionally, talking to strangers can broaden a person’s world view and reduce perceptions of rudeness. In Canada, 57% believe talking to strangers introduces them to new perspectives (GenWell, 2024). - Socialising with Strangers: Brands can facilitate such openness-boosting encounters. In November 2024, non-profit GenWell and coffee branch Good Earth (both Canadian) organised the Talk to a Stranger Week, encouraging people to engage with those they don’t know. The campaign provided tips on where (“in line at the coffee shop”, “on a hike”, “waiting for the elevator”) and how (“compliment someone”, “ask for directions”, “ask about their day”) to start a chat. To nudge these connections, Good Earth offered free beverages and hosted events, like painting nights, book clubs and live music.