The Harte Hanks Behavioral Index is a global initiative to uncover emerging drivers of behavior. We seek to identify relationships between emotional anomalies and resulting behavior, ranking and scoring those behaviors against brand performance.
In our previous wave of the study, The Harte Hanks Behavioral Index: Pandemic Pause vs. The Great Return (May 2020), we evaluated shifts in global emotional cues and behavior, and also a brand’s ability to shift behavior. We assessed which brands impact human behavior the most, and which do not, defining exactly what brands need to do in order to influence behavior and grow.
In this latest wave of the Harte Hanks Behavioral Index, we analyze the dramatic behavioral effects emerging from a society forced to deal with the intersection of a global pandemic, civic protests and divisive politics. In uncovering the emotional catalysts of personal and communal change, we see not only what people are doing, but why, and give direction on how brands can help and win now.