Inside the Rise of a Hot New Industry: Social Distancing Consultants

Zoning is losing its power. New ventures are able to reach a meaningful scale before regulators (and competitors) react. The boundaries between different uses are blurring, with people lodging in apartment buildings, living in hotels, working in restaurants and retail malls, and sleeping or socializing at the office.

In the United States, there are more than a million, according to the National Restaurant Association; together, they provide 15.6 million jobs. The number of those that are considered middle-class—which pay between $45,000 and $75,000 a year—has grown 84% between 2010 and 2018, a rate three times higher than the overall economy. In other parts of ... See more

This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng

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It is an unusual, once-in-a-lifetime, super-charging event for companies such as Clear and its surveillance rivals, rebranding themselves while becoming an answer for companies, offices, and agencies everywhere contemplating how to safely reopen.