The ubiquitous face mask does more than protect against viral spread; it also changes the way we look at one another—and thus symbolizes the mystery of customer behavior in the pandemic. Several new McKinsey research efforts analyze the changes taking place in the homes of consumers, on their phones, and in stores. “Reimagining marketing in the next normal,” for example, documents six of the biggest shifts emerging from COVID-19. One of the most intriguing is the rising importance of neighborhoods: with travel largely shut down, marketers must figure out how to localize their outreach.

SOURCE: Mc Kinsey

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