It is difficult to predict with certainty.
We know that people feel insecure and worried. Optimism is in short supply. And consumers need brands to take it seriously. Spending is down in virtually every category. And local commerce is gaining strength against large corporations – an opportunity for the “little guys” who are able to leverage their size to react nimbly. On the other hand, the “virtualization” of social and commercial life, to the detriment of physical experiences, will raise ecommerce expectations to levels never seen before.
These are just a few glimpses of what will define this new era, but many questions remain open.And brands should not wait for a completely clear picture of the future to emerge before asking themselves, “Is my brand ready to meet these new expectations?”