Page 24 - AdNews Magazine Nov-Dec 2020
P. 24

                       FUTURE NOW
PRESENTED BY
|
                  “We all
had plans”:
The Future Now Series In Review
of Australians surveyed 57%
hOaFvAeUtSriTeRdAaLnIAeNwSshopping
                    THE FUTURE NOW SERIES HAS EXPLORED THE CHANGES WROUGHT ACROSS BUSINESS IN 2020. FACEBOOK’S HEAD OF CONNECTION PLANNING
ANZ, HELEN BLACKT
57%
, LOOKS BACK ON THE LESSONS FROM GLOBAL EXPERTS ACROSS THE SERIES.
BEHAVIOUR SINCE THE BEGINNING OF THE COVID-19 PANDEMIC.*
“We keep saying that the quarter is the new year. And sometimes the month or the week is the new year. So annual cycles of how we set budgets and how we think about allocating resources are just completely out the window,”
Jenny Child, Partner, McKinsey
Below: Helen Black, Facebook ANZ head of connection planning
Opposite from top: Professor Byron Sharp, Ehrenberg-Bass Institute director; Gai Le Roy, IAB Australia CEO; Jenny Child, McKinsey and Co partner
he realisation of how much things have changed sank in the moment my 80-year-
old parents Zoomed me for the first time - weeks earlier they were buying newspapers and struggling mightily with a smartphone.
AdNews Publisher and Future Now host Assia Benmedjdoub recounted a sim- ilar story of how her mother, born in the Soviet Union, sent her a gif. Other guests across the series have talked about virtual dinners with their families, app- driven workouts and trying to work while homeschooling.
It’s been a year like no other, one that’s changed the trajectory of our technical evolution and shifted attitudes and habits through an undeniably challeng- ing collective experience. Future Now is about uncovering those changes and arming businesses with the tools to move forward.
In the first episode way back in August I sat on a panel includ- ing Partner at McKinsey, Jenny Child, and Managing Director at People Patterns, Bri Williams,
looking at the implications for the economy and people’s behaviour from the pandemic.
As Bri Williams identified, whether behaviours become permanent really boils down to what we individually stand to gain: “Either in business or in your personal life, if the reward for doing something is greater thantheeffort,thenthat'smore likely to lay down the neural pathways and we're more likely to continue that behaviour.”
And at present people like my parents are discovering dig- ital technology can be a terrific
SURVEYED
behaviour since the
HAVE TRIED A
beginning NofEtWheSHCOPVPIDIN-1G9 pandemic
    EPISODE 1: WHAT JUST HAPPENED?
The scene-setting episode looks at how events have moved rapidly in the past six months, and runs the rule over consumer behaviour that has changed forever.
Helen Black, Head of Connection Planning Facebook, Jenny Child, Partner at McKinsey and Bri WIlliams, Managing Director at People Patterns analyse recent consumer research and give their verdict on what will change for marketers, and businesses, into the future. They also cast an eye over the more surprising trends of 2020, and give an honest prognosis for Australia and what it all means for businesses.
    


































































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