This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more
As researchers, marketers and advertisers, we spent 2020 watching the dramatic changes in consumer behavior – from how and where people shopped, to new eating trends and cooking habits, and – importantly – to major shifts in media consumption and engagement.
These changes in behavior during the pandemic put a premium on the value of local. With consumers staying close to home, and regularly interacting with businesses close to them, local marketers have had to rethink the best...