What a year. One that raised more questions than answers. We all found ourselves in the same storm but in different boats. We had to dig deep to respond and to cope. However, through it all, each of us turned to Search to find answers to questions, some of which we’d never had to ask before.

As marketers we pride ourselves in knowing our consumers. But in a year where so much has changed, it has, at times, been a challenge to differentiate the trend from the reaction. Which part of the change is permanent and here to stay and which ones are only a necessity of the pandemic? We need to reflect and even relearn what we thought we knew.

We realised we need to look back in order to move forward.