The pandemic triggered a series of developments with far-reaching repercussions for brands, consumers and marketers. Digital adoption has accelerated globally – whether you live in India, the UAE or the UK. There’s no better example of this change than my 65-year-old mother. She used to love popping into the shops on a mid-week morning but now orders her groceries online, using a discount code she got off the local community Facebook group.
High rates of Internet connectivity led to the surge in e-commerce; ironically, this digital connectivity has also fostered a craving for the human touch. Consumers are gravitating to brands that live the values of empathy and kindness. Businesses
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