How to understand and engage with the new ‘Workday Consumer’

Cast your mind back to your pre-pandemic working week. Like most consumers, you would probably split your time, your tasks and your mindset between one of two camps – your ‘work life’ and your ‘home life’. The last decade or so may have seen more flexibility creep into the workplace, but up until early 2020, advertisers could still rely on a clear divide between work and play for most consumers. Working and shopping were mostly mutually exclusive.

Then the pandemic hit. The lines…