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Summary
The ARF’s Expert Predictions for 2021 centered around predictions for the new year in advertising. Before we looked ahead for what is to come, the moderator and Young Pro Advisory Board Member Charlotte Lipman looked back at 2020 to summarize the impacts on advertising this past year. To no surprise, Covid-19 had the largest impact on the industry. As Charlotte stated, the “pandemic has become personal” and has affected everyone on an emotional level as well as a professional level. Social Justice movements across the nation put a spotlight on brands in 2020, and many consumers felt as though brand’s actions were inauthentic. While major social issues were brought to the forefront, Covid-19 also sparked a change in consumer behavior. Screen time was at an all-time high and convenience for consumers became more important than ever before. 2020 was a reactive year, but in 2021 the industry needs to become more proactive.
