The pandemic, matters of culture, and why direct-to-consumer brands are thriving (

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:

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