By Kavita Ramrakhiani and Anish Dasgupta, Rain
There’s no denying that the pandemic brought life as we knew it to a halt. Today, with the economy opening up, we’re beginning to step out again. But the landscape has changed. And the closer we look at it, the more we see that we’re not going to be picking up where we left off. COVID-19 essentially hit the reset button on everything we knew. The new normal is anything but.
The earlier part of this decade pegged Millennials as the key consumer. As we edged closer to the 2020, Gen Z was added to the list. And ever since, marketers have been pouring through reams of research to understand these cohorts better (every marketing head we
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