When the COVID-19 pandemic upended our notions of normality, it forced us to reexamine the path forward. We found new ways to interact as social distancing quickly became a necessity. Companies redesigned jobs so people could safely and productively work from home. And, almost overnight, milestones as joyous as birthdays and interactions as consequential as mental health sessions were moved to video conferencing.2 As things unfolded, a reckoning of systemic racism also came to a head, compelling businesses, institutions, and individuals to reflect on our values and what it means to be human.
Undoubtedly, we’ve all had to find ways to respond to these crises, and this year’s Global marketing trends report used that imperative as its foundation. At a time when the all-pervasive need for human connection has taken center stage, we set out to better understand how people and brands have coped with this historic period of uncertainty—and how human-centric solutions should be part of any future road map drawn up by marketers.
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