From Lysol to Condoms, Companies Plan for a Post-Pandemic Buying Shift

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“It’s like a switch was flipped.” How will consumers change their habits as the Covid crisis ebbs? Corporations need to already have answers to that question if they’re going to keep pace.

When your multinational corporation sells disinfectant products and condoms under the same roof, it’s important to get the transition from stay-at-home to out-on-the-town right. To be prepared, it can help to look far away from your biggest markets.

Figuring out how much customers plan to spend on your product, and when, is always job No. 1 for management. But the task becomes especially urgent, and thorny, when preparing for a return to business as usual after a year of pandemic-hobbled economic activity. Just ask Kris Licht, head of the health business and chief customer officer at consumer-products giant Reckitt Benckiser .

It isn’t just Reckitt trying to sort through this issue, of course. Lately, reopening has been the dominant theme when corporations face Wall Street, since vaccines are rolling out and some government leaders are lifting health restrictions. There were nearly 500 mentions of the phrase “pent up demand” on public corporate conference calls in February, according to financial-data provider Sentieo. That monthly figure barely cracked triple digits as the U.S.

 

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The corporations don't have answers they have indoctrination ads.

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