Encouraging Connection: Bridging Rude & Kind Behaviours

Published 31 March 2025

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2 min read

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.

Encouraging Connection: Bridging Rude & Kind Behaviours

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