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If we have learned anything in the last year, it is that the only certain thing is uncertainty. Businesses have felt this too, with lockdowns, virus variants and financial instability sending consumer confidence plummeting. This is in line with trends that were already at play as a series of scandals, ethical missteps and moral failures in public organisations drove home the undeniable message that businesses and institutions cannot be trusted.

For this reason, building trust should be one of the central priorities for all companies in today’s world. Especially post-pandemic, much of this trust needs to be built through consistency. For all the pivoting we have done during COVID, there is much to be said for the value of consistency in the face of uncertainty.

We have all grown used to the trends and influencers of social media, but developments of the last year are seeing the platforms we have come to know enter a new stage. The ‘creator economy’ involves the proliferating number of independent individuals who are making an earning by using social media to share their skills, knowledge and abilities. Leaving behind the influencers and polished posts of yesterday, the creator economy is ushering in a new era of marketing, influence and branding online – businesses best pay attention!

COVID has drastically changed the way we shop. Online shopping, direct to consumer business models, curb-side pick up and e-commerce have all skyrocketed in popularity during the pandemic, leaving many businesses scrambling to catch up. With COVID having accelerated the transformation of consumer behaviour, businesses and brands need to move their position in line with the times.

Here are four ways to reposition your business or brand:

As we all settle in to a new online mode of connecting with colleagues and friends from our living rooms and home offices, it seems we are all getting to know each other to a greater extent than ever before. As regular work conversations are now conducted to the background noise of children and kitchen benchtops are serving as the backdrops to Zoom meetings, we are being driven to a level of authenticity that we would potentially never experience in the pre-COVID corporate world.

“The years ahead will see consumers value trust, whether it be in a brand, person or entity above price, promise or experience. Those who can gain and keep trust, through transparency and values-based offerings, will thrive.”