Abstract
In this chapter, the author focuses on the reality of living through a pandemic that made people worldwide prioritize their matters of importance. Since the beginning of the pandemic, the educational sector was one of the most privileged ones thanks to the previous implementation of proper technologies and internet tools. The author will analyze the challenges faced by teachers, students, and parents, who had to adapt workplaces and focus their efforts to continuously innovate and capture the attention of students. On the business arena, the pandemic was a digital accelerator. Many businesses had to improve their digital platforms and different types of consumers emerged. The author will highlight the global consumer trends that emerged during the pandemic which will remain throughout the post-COVID-19 period and the challenges to capitalize on all the new trends that emerged to transform persons into better human beings and to contribute building a better world.
TopIntroduction
Because of the Pandemic, the world economy changed. Purchasing habits, lifestyles, entertainment, amusement, study, and work itself have evolved. According to the Interactive Advertising Bureau (IAB, 2020), health contingencies caused 6 out of 10 Internet users to isolate themselves rigorously. As a result, more online purchases were made, 2 out of 3 people faced a change in household income, so they became more careful with managing income and savings, and 44% of Internet users increased their family spending during the last quarter of 2020. Concerning the first quarter of 2021, caused by price increases in almost all product categories and purchases of new products such as vitamins and antigen tests to travel, continue with their daily activities, and ensure they remain healthy.
According to Salvatto (2021), the technological revolution we are experiencing is changing our reality like never before, bringing endless opportunities and threats that need to be considered. The post-Covid world is a mixture of speed and uncertainty, making people and companies learn to be flexible, adapting in weeks or hours to new business schemes, and using new technologies to solve customer and even family problems in a matter of minutes.
An example of this is how different communication media have reached 100 million users worldwide. Created in 1878, phones took 75 years to get 100 million users. Cell phones, launched in 1979, took 16 years. The Internet, started in 1990, seven years. Facebook, developed in 2004, four years and six months. WhatsApp, created in 2009, three years and four months, and Instagram, set in 2010, only required two years and four months. These figures explain the speed of new technologies and forms of communication that have become important communication and business platforms.
This chapter provides the elements to understand how the reality of living through a pandemic made people worldwide and in México prioritize their matters of importance to be adequately informed. In principle, people wanted to take care of their family health by getting the best benefits from the health system (70%). They also wanted to know about addressing and improving poverty issues caused by Covid19 to help their communities’ needy (62%). Also, people were interested in managing mechanisms to strengthen educational systems (62%) and being aware of other issues, such as climate change (61%). (Edelman Trust Barometer, 2021).
Furthermore, trust all information sources such as search engines, traditional, social, and owned media were at record lows in trustfulness. Table 1 presents trust percentages in each source.
Table 1.
Trust percentages in each source
| Year | Search Engines | Traditional Media | Owned Media | Social Media |
| 2020 | 62 | 61 | 46 | 40 |
| 2021 | 56 | 53 | 41 | 35 |
Source: Adapted from the Edelman Trust Barometer 2021.
Key Terms in this Chapter
Digital Accelerator: It refers to the use of digital technology to transform as soon as possible an organization, its business model, its strategy, its customer experience, and other areas of the business.
On Line: With or through a computer or mobile device, especially over a network.
Digital Natives: A person born or brought up during the age of digital technology and therefore familiar with computers and the Internet from an early age.
Transmedia: The technique of telling a single story across multiple platforms and formats using current digital technologies.
Home School: The education of students at home by their parents.
Home Office: A room in someone’s home that is used for work. Today, technology allows employees or even entire offices to work remotely.
Phygital Reality: Use digital tools to stay connected at home and facilitate safer procedures in brick-and-mortar outlets.
Fake News: False reports of events, written and read on websites. Many of us seem unable to distinguish fake news from the verified sort. Fake news creates significant public confusion about current events.
Transmedia Omnichannel: It searches or transmits information across multiple media such as social media, traditional media, or the internet.
Omnichannel: It is a type of retail that integrates the different shopping methods available to consumers, such as online, in a physical store, or by telephone.