I like to categorize social life before the pandemic as "the before time." It's a cheeky, nostalgic nod to the way things were before all of the precautions. Like everyone else, my appreciation for what was often leaves me missing dinner at a packed restaurant, opening night at the theater, and even boarding an overbooked flight filled with passengers awaiting a new destination. But not everything looks better in the rearview mirror.

While the last year changed consumer behaviors in many unexpected ways, it also forced businesses to adapt their experiences for the better. Ecommerce, for example, experienced tremendous growth, particularly for B2B companies that had traditionally been slow to adapt. Many organizations were able to pivot quickly and expand access to their digital channels, or in some cases, establish them for the first time. But how lasting will this transformation be? Was it the start of a long-term path to success or merely a short-term fix? A quick fix won't solve such a long-tail challenge, and customers won't settle for anything less than what they're getting today. So, what lies ahead? Read more to find out