Demands are shifting, and new habits can disrupt how brands connect with consumers. Both brands and creators need to output the right content in order to succeed post-COVID.

In the era of social distancing, our notion of retail stores has changed. Popping into a store isn’t about leisurely browsing anymore. It’s neither experiential nor tactile. Out-of-home is currently out of favour, and experiential is in RIP mode. So, almost overnight, brands have had to figure out how to do business during both the current lockdown and a post-pandemic world by adopting a digital-first strategy. 

Media budgets came to a screeching halt at the beginning of the pandemic and influencers were affected tremendously because campaigns were halted, postponed, or canceled altogether. The challenge for them was to pivot – particularly for those that had a big focus on travel, which was no longer possible. Many influencers’ bread and butter income prior to the outbreak came from travel and events to showcase the ‘picture perfect’ lifestyle that brands were keen for their audience to see. Then, almost overnight, we saw influencers quarantining inside with the rest of the world.

Normally, at this time of the year we’d be gearing up for spring cleaning. We’d survey the closet space, roll up our sleeves,  and begin making room for the season’s most anticipated ritual: a warm-weather shopping spree. But in these plague-ridden times, our shopping priorities have completely shifted from summer sandals and blouses to toilet paper in bulk. 

With events canceled, Out-of-home currently out of favor, and Experiential in RIP mode, brands have to figure out how to do business in a post-pandemic world. 

Cast your mind back to the start of 2020. A brand-new decade. Endless opportunities that would come our way, because of course, they would! The term ‘Social Distancing’ was yet to figure into our everyday lexicon. Such optimism, right? Four months in and the landscape is dramatically different. A global pandemic has forced the world inside and online 24/7.