Consumers' attitudes, behaviours and purchasing habits are changing-and many of these new ways will remain post-pandemic. People are shopping more consciously, buying local and embracing digital commerce. Embedding transparency about where your products come from and how they are made as transparency will also be business-critical coming out of the crisis. Leading businesses will be able to capture and respond to new ways of innovating experience, including the use of new platforms. However, businesses can only unlock full potential if they are able to create a scaling roadmap, prevent service shutdown and continue to maintain sensitive handling of data. Truth 5: The reinvention of authority https://www.theema.ca/topic/articles/2020/08/04/five-new-hun 2/4 4/22/2021 Five new human truths that experiences need to address in the wake of COVID-19 Given the global uncertainty around COVID-19, dependence on experts, strong government recommendation and executive powers - backed by citizen compliance - has lent real weight to central authority. If governments get their handling of the crisis broadly right, expect top-down control to be back in fashion; if not, the reverse. In the interim, we're already seeing greater acceptance of surveillance in society and some companies are taking on the role of authority. Airline temperature checks are becoming mandatory at Canadian airports as society slowly regains trust in travel. Within the community, supermarkets are addressing panic buying through regulating limits on purchases of in-demand items and introducing special hours for elderly and pregnant shoppers upon restocking. The pandemic is testing our humanity and values, and people recognize we all have a part to play in ending it. Many brands will have to rethink what they stand for, moving toward social responsibility and solving problems before selling products. Some will make changes that set new standards. Several Canadian telecom providers temporarily removed overage fees on home internet plans, thereby radically changing market norms. Identifying how the New Human Experience impacts their audience, organizations must be highly introspective and ask themselves if they are future-fit for the "never normal." The formula is clear: listen, pivot, learn, reassess. DELL'e p v y Brightspace v sate travel protocols (Uovrd screening, Increased cleaning procedures, sate seating distances, mask use guidelines, and so on), what would your proposed promotional mix include? b. What would be your intended main message to communicate? c. Why should the audience choose your airline over competitors? 2. Using Truth 2: The virtual century as in the above question related to this topic, the way that consumers will interact with products, services, and events has changed due to Covid-19. Many _, events have been cancelled, rescheduled, paused, and so forth since the start of the pandemic, but in: ' many locations these events are starting to come back, with different measures and restrictions that i- will need to be applied. ' a. An outdoor music festival has asked for your heip in promoting their event that was cancelled last , year. They understand that many people will be looking to get out and do something fun. but that ': ' =_' they also are concerned about large crowds in confined spaces, even outdoors. What recommendations would you make to theorganizers of the festival regarding how they ' l1} ' communicate the different messages that are required such as: the festival is proceeding. tickets "_ are available, reduced capacity, and performers, activities._and vendors and so on. -"-' sapling? .- -..--,.-. -.. ...... so... u. .5. \"ea. "mess driu urneiiness wni necome regarded as basic considerations, . lotjust signifiers of premium products and services. . Mm Maui-m.urinatesmumozuiuarwnmmnman-mimemmpanomma.mimin.m.vwmme 41232021 Five new human lruihn th-i experiences and to mam it me wmol'COVlD-ID Truth 2: The virtual century In the enforced shift toward more virtual experiences. we are seeing the sudden acceleration of a 25-year-old trend. Virtual working, consuming and socializing are now markers of stay-at-home life. but our growing level of comfort will fuel a massive shift to virtual activity for anything. This will affect ways of communicating across learning. working, transacting and consuming in all sectors. in fact, 46% of people worldwide who never worked from home previously now plan to work from home more often in the future. according to Accenture's WSW. it is more important than ever to streamline the hurdles of going virtual for all sorts of experiences- including banking. curbside collection and online shopping. M, a Dutch grocer, took this further by partnering with DHL to pick up returns from online shoppers when delivering their groceries. For retail, capacity constraints are a real issuethe result of the "digital shelf' not being ready yet for this level of demand as companies have repeatedly deferred prioritization of full-scale eCommerce. COVID-19 will become the catalyst for permanently shifting laggards online and having made the necessary investments in effort and technology capabilities. many will simply not go back. Healthat-home services such as Peloton have already attracted signicant following. as users can choose when they workout. who their instructor is and have access to their home shower, avoiding health risks in the locker room. Companies may also be challenged to adopt by reducing business-related travel and in-person training, in turn cutting costs V and reducing their carbon footprint. Winning organizations will be those who test and explore all of the associated creative possibilities in the new virtual century - not only connecting individuals with products but also people and virtual communities. Truth 3: Every business Is a health business Health has become an EVeryday preoccupation and people's comfort with what was once normalvrilll ' be the same. Employees returning to work should expect increased safety measures such as 1 between workstations. assigned desks and heavily reduced communal gatherin At'th' Knesset! a sharp decline in the use of cash - and potentially the start of i 'p . SECTION C: ASSIGNED DAY 6. DUE DAY 7. 1. Using Truth 5: The reinvention of authority the borders of our countries have seen some increase monitoring and security in an attempt to help limit the global spread of the virus. This has been down in different ways, with some countries adopting a stricter policy, while others have been using loose restrictions. These changes have required certain industries to adopt procedures that they may not:- have wanted or believed they needed in the interest of public health and safety. a. if you were working for an Airline (for example, Air Canada. Cathay Pacic, Philippines Airlines, Qatar Airways, among others) and were developing your integrated Marketing Communications Plan intended to entice your target audience to travel with condence that the airline was practi safe travel protocols (Covid screening, increased cleaning procedures, safe seating distances, mask use guidelines, and so on), what would your proposed promotional mix include? b. What would be your intended main message to communicate? '0. Why should the audience choose your airline over competitors? ' 2. Using Truth 2: The virtual century as in the above question related to this topic, the way'thee' consumers will interact with products, services, and events has changed due to Covid.-1 events have been cancelled, rescheduled, paused, and so forth since the start ofthepa_