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Right now, it’s more important than ever to lift each other up. These are hard times we’re living in. It’s been exactly 140 days since we started working from home here at Nebo, and things haven’t exactly gotten any easier since then. Some days are good, but some days are a struggle — and even for those of us who are privileged to have things relatively easy, the struggle can still be very, very real.
Coronavirus has drastically changed the landscape of everyday life — and it has reshaped the landscape of first-party data, too. During quarantine, people have turned to apps and services to purchase their necessities for pick-up and delivery. With a majority of Americans homebound, people have found themselves relying more heavily on online ordering, opting to have products, goods and groceries delivered. After all, why wander down grocery store aisles when you can easily peruse an app, and in some cases receive free delivery? Of those who bought groceries online during the first few months of the pandemic, one survey found that 41.8% had never ordered online groceries before. This influx of new customers and users has only aided the ever-growing first-party advertising space, allowing companies to garner more audience data than ever before.
To say 2020 has been different is an epic understatement. It started with COVID-19, but that's only the beginning. The Black Lives Matter movement, the Stop Hate for Profit campaign, our current political environment and more have all forced organizations and brands to reevaluate their place and role in society. It’s not enough just to have a good service or product at a fair price. It’s not enough to just not offend. Staying silent isn’t an option anymore. Even if organizations and brands wanted to stay silent and bury their heads in the sand, society simply won’t let them. People are demanding to know where brands stand. What they’re doing to make the world a better place. How they’re fighting systemic racism internally and externally. And that’s when things get real.