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With back-to-school schedules everywhere in continual flux, this BTS shopping season has gotten as unpredictable as hurricane tracking. While the National Retailer Federation reports a large increase in consumer spending as parents buy pricey new laptops and desks for home schoolrooms, national advertisers are taking a hall pass. Kantar says advertising spending for back-to-school is off 70% so far this year. The best word for consumer sentiment is still confusion. Kantar’s polling finds 13% of consumers are comfortable sending children back to school “as soon as possible,” 14% want to wait more than six months, and 25% fall somewhere in between one and five months. More than half of also say they don’t know.

We’ve passed the six-month mark of living through a global pandemic. I’m not sure it’s an anniversary worth celebrating – it’s more of a ‘day-that-will-live-in-infamy’ type. In the retail world and working with consumer-facing brands, we’ve observed that many with a direct-to-consumer orientation have fared well. In contrast, the broader spectrum of the retail and consumer services sector has not. I’ll try to be as diplomatic as possible here – if there’s one thing Americans don’t like, it’s being told what to do. We tend to think of ourselves, our families, and our immediate communities – and probably in that order – as the best sources of information. State and federal guidelines tend to (at least initially) be met with resistance, especially when those guidelines affect one’s ability to earn a living, visit with family and loved ones, or eat a meal indoors at a restaurant. What the pandemic has revealed is simple: culture matters. Congregating limitations and business closure edicts, and the delay in loosening them, have put our culture on ice. Although, not entirely. read more at: https://cohereone.com/the-pandemic-matters-of-culture-and-why-direct-to-consumer-brands-are-thriving/