Introduction

It was  a coincidence that we were conducting the online fieldwork of our annual worldwide Glocalities survey amidst the lockdowns in China. As global values researchers we feel the responsibility to share the outcomes publicly, as China is ahead of the curve of the COVID-19 pandemic, compared to other countries.

How are values and trust of people shifting due to the COVID-19 pandemic and lockdown measures, and how will this translate over time into societal trends?

These are fundamental questions for public authorities, businesses and organizations who are grappling with the new reality and trying to adapt their policies, business propositions and priorities to the rapidly changing environment.

This research paper provides early indicators of the public impact by analysing the Glocalities survey data in China, which happened to be in the field in the period of 23 January until March 13, just before and during the lockdown measures in various Chinese cities and provinces. By comparing the results before and after 5 February (the approximate date when most affected Chinese provinces went into lockdown) we were in the unique position to measure shifts in the heat of the crisis.

The survey in China is part of the annual worldwide Glocalities survey in 25 countries, into values, lifestyles, trust and trends. This analysis provides insights into the situation in China, but also reveals patterns that may occur in countries currently affected by the COVID-19 crisis.

Values shifts:

1. Taking precaution
2. Emphasis on etiquette
3. Less tolerance for individualist behaviour
4. Recognition of contributions
5. Time squeeze
6. Longing for structure
7. Focus on income
8. Helping my children progress

Trust shifts:

1. Rising trust in people, civil servants, education and companies from China
2. Rising appeal of billionaire philanthropist Jack Ma