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Much has happened since the White House declared Covid-19 a national emergency three years ago.
Millions of people downloaded TikTok. Bars and restaurants closed, then either reopened or went out of business. Office workers went home. Many are still there.
The pandemic also altered people’s sense of community.
This shift in culture presents marketers with an opportunity, since brands can benefit from tight-knit groups of like-minded individuals in ways they can’t from personal messages aimed at specific shoppers or national ad campaigns meant for everybody.