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Analysis: The rise of the purposeful customer

Covid-19 hit the reset button on consumer behaviour. Retail brands quickly realised that it was no longer business as usual after the pandemic set in, and marketing plans, execution, creative, and channels had to be re-thought wholescale. But it is not just the initial seismic shifts in consumer behaviour that have thrown down the gauntlet for retail. The continuing knock-on effects and consumer landscape transformation have left brands scrambling to find ways to maintain pace and stay relevant.