The year 2020 has been the most challenging in living memory and it’s a year that most of us will be glad is almost over. Now, with the glimmer of hope in the form of a vaccine, there is at least an end in sight to some of this disruption.

As we navigate out of the global crisis and head into a more normal world, consumers are likely to have a slightly different outlook.

Culture and purpose, kindness and community will all be important to us and these will intrinsically link to innovation, customer engagement and loyalty.