Six months into the COVID-19 pandemic and many marketers will be heartily sick of hearing the term ‘the new normal’ even if they are still receptive to all the prognostications as to what this might involve. The phrase is arguably meaningless anyway. “Markets evolve over time and there’s always a form of normal, whatever point in time you’re thinking about,” pointed out Ashley Anzie, Senior Continuous Insights Manager, International at Kraft Heinz.
“For us it’s often helpful to think about the ‘next normal’ as opposed to it being a ‘new normal’,” he told a Kantar Talks webinar (September 2020).
The...