Safety in a Turbulent World: Prioritising Personal Security

Published 14 December 2023

Authors

Elspeth Taylor,

Emilia Morano-Williams,Marian Berelowitz

8 min read

Consumers, overwhelmed by threats big and small, are rethinking their personal security. They’re navigating fears of everything from gender-based violence to disaster survival, and also sensing danger from domestic hazards, like pollution and toxic chemicals. We explore how brands and institutions can help people bolster their sense of safety.

Advancing Safety in Public Spaces

Brands Address Existential Anxiety

Living Alongside Invisible Threats

Public safety has become a hot button topic, made increasingly urgent by a rise in hate crime and a sharper spotlight on gender-based violence. Consequently, 73% of consumers worldwide want brands to strengthen their sense of safety (Edelman, 2023). We spotlight key strategies that businesses, non-profits and civic organisations are adopting to this end.

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As external threats intensify, people are turning to brands that address deep-seated existential fears in safe, controlled environments. Broaching pressing topics, from disaster survival to climate anxiety, can help brands underline their relevancy and awareness – especially important because 51% of global consumers are put off by brands with out-of-touch messaging (Edelman, 2023).

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Consumers increasingly perceive mundane objects of daily life as potential threats due to an influx of product recalls, chemical contamination scandals and conversations about toxic personal care products. With 52% of people worldwide prepared to conduct research into product safety (YouGov, 2023), it’s essential for brands to stay a step ahead and ensure tight quality control.

Safety in a Turbulent World: Prioritising Personal Security

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Topics

Internet Culture

Health & Wellness

Children & Youth

Cities & Neighbourhoods

Race and Cultural Diversity

Social Media

Women

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