An unprecedented change in consumer behavior is underway.

The coronavirus pandemic has resulted in massive socioeconomic disruption that has affected all industry sectors, as well as every aspect of our day-to-day lives. Global supply chains have been disrupted with the same level of uncertainty as our interpersonal relationships to our families, friends and coworkers.

As marketers, we build brands and reputations based on cultural tensions and truths — and almost overnight, many of these have changed. We only know that one thing is certain: What brands do today, based on their understanding of consumers now, will resonate far into the future.

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