This post is sponsored by Kadence International. Understanding what represents a permanent shift in behaviour versus a temporary change is the top challenge facing marketers globally. In a new study, Kadence International, winners of MARKETING-INTERACTIVE’s Consultant of the Year award, sought to understand how behaviours have changed, and to separate the long-term trends from the short-term fads. The research took place in 10 markets where the market research agency has offices: Singapore, China, India, Indonesia, Japan, the Philippines, Thailand, Vietnam, the UK and the US. Business not as usual We asked people to imagine a world without restrictions and to consider how frequently they envisage doing certain activities. Overall, consumers don’t anticipate a return to normality. Among the respondents, 57% say they’ll be going out for drinks less than before the pandemic, and we see a similar picture when it comes to eating out (53%).