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Opinion: No going back for consumer brands

A sales assistant at the cash register.
The Covid-19 pandemic is reshaping so much about the way we live, work, connect, consume and even think – and it is all happening so quickly. Trends that have been progressing steadily for years have been suddenly accelerated to a degree no one could have predicted. At the same time, consumer demand and channel preferences have seen large and sudden shifts. Digital commerce, for example, is expected to have increased by a huge 160 per cent among new or previously low-frequency shoppers, accord