Marketing professionals have been talking about the 'new normal' for some months now. With the pandemic changing people's daily habits, companies have had to change what they offer and how they offer it to ensure their business is fit for a context which nobody could have foreseen. And it has been the job of marketers to connect that offering with a market in flux, rapidly shifting tactics and messaging, measuring to find out what works, and being willing to experiment and innovate at a higher pace than ever before.