Five years ago the COVID-19 pandemic transformed nearly every facet of our lives. Now the temptation to revert to pre-pandemic thinking is palpable. It’s natural that we’re all looking for stability and familiarity after a massive global upheaval. But the lessons of the pandemic need to stay front of mind.
The pandemic provided invaluable insights into adaptability, creativity, and the need for empathy, from accelerated digital transformation to shifts in human connection. We risk stifling innovation and undermining the resilience we collectively built if we ignore these lessons.
The world was forced to embrace digital technologies at an unprecedented pace during COVID-19. Remote collaboration tools like Zoom and Microsoft Teams became a lifeline for businesses and people. And virtual events became a way for us all to gather together safely to enjoy live experiences. Technology didn’t just keep the world moving—it highlighted the adaptability and capacity we have for innovation. These innovations were already around but it may have taken them a decade to become part of our lives, rather than months. But now the pendulum of innovation is swinging back and the boundaries are closing in.
Digital innovations like hybrid events and virtual collaboration were seen as an add-on at best or experimental before COVID. That all changed with the pandemic. It demonstrated the immense reach, accessibility, and sustainability of these tools. Hybrid models opened doors to global audiences, reducing the logistical and environmental costs associated with in-person gatherings. It’s understandable that some people are eager to return to these types of gatherings but discarding hybrid solutions outright is a mistake.Virtual and hybrid models are not replacements for in-person events—they are enhancements that broaden engagement and increase inclusivity.
We were all faced with the profound importance of human connection during the pandemic. Digital tools may have facilitated interaction but they couldn’t replicate the sensory richness of in-person events. We missed the tactile and emotional aspects of gathering together—whether at concerts, conferences, or a simple family dinner. And this longing has placed a renewed emphasis on creating experiences that prioritise this kind of authenticity.
But the digital innovations of the pandemic can integrate the strengths of virtual and physical experiences. Augmented reality (AR) and virtual reality (VR) both enhance in-person events, creating immersive experiences that deepen engagement while preserving the human touch at the core of all meaningful interactions.
COVID-19 demonstrated the power of rapid decision-making and calculated risks. Brands were forced to experiment, using subscription boxes, virtual events, and outdoor experiences tailored for social distancing. The pandemic proved that, under pressure, innovation could thrive.
Yet we’re now starting to see a massive aversion to risk. The pandemic and its uncertainties have made many brands hesitant to explore unproven technology or experimental approaches. They’re starting to favour the safety of familiar strategies. A certain level of caution is understandable. Too much can stifle creativity and slow progress. We need to take risks and be willing to learn from failure. Leaders must celebrate both success and failure, encourage curiosity, and invest in training on emerging technologies.
The pandemic showed that, even under extreme conditions, rapid adaptation is possible. This momentum shouldn’t be lost in a return to safe, predictable strategies.
Empathy became a cornerstone of brand strategy during the pandemic. Companies prioritised genuine connections and social responsibility. They created campaigns that resonated emotionally with audiences. Brands that thrived during COVID-19 leaned into people-first approaches, focusing on emotional connection, gratitude, and genuine care for audiences.
As brands compete to reclaim lost ground, however, the human touch is fading. The cold, hard sell has remerged, threatening to undo the trust and authenticity that’s been established. Empathy shouldn’t be a relic of a time of crises, but rather a sustained priority for strengthening customer relationships.
Another watershed moment came with the shift to remote work. This exposed the fragility of high stress environments and roles, and the toll they can take on all of us. It prompted many companies to rethink how they support employees. That includes flexible working arrangements and an emphasis on well-being. But as businesses navigate the return to office life, these gains are at risk of being reversed.
Sustaining the progress that’s been made takes intentional effort. As employers, we must continue to foster environments that allow for balance and flexibility. Burnout and isolation need to become a thing of the past.
Virtual events drastically reduced environmental impacts during the pandemic. It offered a glimpse into a more sustainable world. As we return to in-person events,we need to integrate the lessons that were learned to create eco-friendly solutions. The pandemic also highlighted, to paraphrase the boy scouts, he need to be prepared—financially, operationally, and emotionally. Businesses that failed to prioritise flexibility and contingency planning often suffered. These strategies need to be baked into organisations in a world where global disruptions may become increasingly likely.
There’s also a danger of reverting to environmentally costly practices post-pandemic. Brands must integrate sustainability into their operations. From hybrid event models to local pop-ups amplified digitally, there are countless ways to balance reach, cost, and eco-consciousness and sustainability needs to be seen not as a trend but as a necessity.
Brands took bold steps during the pandemic—now, risk aversion is creeping back in with fear of failure stifling creativity and progress. Considering how you can encourage a culture of calculated risk-taking and experimentation rather than defaulting to “what worked before” will pay off in the months and years to come.
The pandemic proved that brands can adapt quickly and successfully. Hybrid models, digital engagement, and immersive tech are not passing trends—they are competitive advantages. Instead of abandoning digital-first strategies, consider how technology can enhance in-person experiences rather than take their place.
The pandemic showed the potential for more sustainable event models, with virtual and hybrid solutions offering ways to reduce environmental impact, travel costs and venue waste. Sustainability can and should be built into every strategy as standard.
People craved authentic, meaningful interactions during the pandemic. The best experiences moving forward will be those that blend human connection with smart digital integration. Designing experiences that prioritise immersive, interactive and sensory moments while leveraging digital to extend reach and inclusivity is the smartest play from here.
Brands that led with people-first messaging and genuine connection thrived during the pandemic.
The gradual shift back to hard-selling risks losing the trust built during that time. Keen the fact that people remember how you made them feel at the core of every brand experience strategy.
It’s clear that returning to pre-pandemic thinking does a great disservice to our collective growth. We need to carry forward the innovation, empathy, and adaptability that defined the pandemic. Reverting to pre-COVID thinking may feel comforting. Yet it risks the progress made during a particularly challenging period. We need to place a value on the best of both physical and digital solutions, building on the resilience and innovation spurred by the pandemic. Let’s foster a culture of curiosity, encourage calculated risks, and maintain empathy as a cornerstone of strategy. That way, we can ensure that the hard-won lessons of COVID-19 continue to shape a more adaptive and inclusive future.
Let’s look forward with purpose, keeping the lessons of the past five years as guiding principles for the challenges and opportunities ahead.
Adaptation isn’t temporary — it’s the new advantage.
A*live