Marketers Bet on Which Pandemic-Inspired Behaviors Have the Most Staying Power

Many habits consumers have picked up will likely last

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Beer kegs collect dust, abandoned and untapped. Gym ellipticals sit silent without their usual sheen of sweat. Pots and pans hang on hooks in dark restaurants. The past year has seen businesses across numerous industries shutter, open with restrictions, then sometimes close again for good as nations navigate the global health crisis.

A central question on marketers’ minds throughout it all is this: How many changes in consumer behavior will turn into habit, and how many will subside as soon as Covid-19 does? Knowing what will last helps determine where to allocate advertising dollars.

While

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This story first appeared in the Jan. 18, 2021, issue of Adweek magazine. Click here to subscribe.