A research study published in the Psychology & Marketing journal wanted to investigate potential effects of pandemic lockdown restrictions in conjunction with factors known to encourage to materialism on UK citizens. While researchers expected there to be increased consumption as a means to cope with heightened social isolation and unpleasant emotions, the data suggests otherwise. There seems to be a shift in social values, observed in a decreasing importance that people place on money and materialism. The authors posited that "the emergence of collective social identities that promote social solidarity and cooperation… may be diminishing the focus on material and economic resources.”

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