While the pandemic left many people unemployed, it sparked an entrepreneurial spirit for others which has led to a substantial increase in start-ups. Whether out of necessity or inspiration, the uptake in small businesses is proving to be a much-needed boost for the economy.

The pandemic has taken its toll on small businesses, and Amex is looking to help them bounce back after a tough year. The company is expanding its annual event into a summer-long campaign to get people spending with independent businesses as restrictions ease across the US.

Values tend to be consistent throughout adulthood, guiding all manner of daily decisions and long-term goals, but major events have the power to reshape beliefs on an individual and societal level. How might COVID-19 transform Britons’ deep-rooted principles, and what could this mean for brands?

COVID-19 brought the UK’s often forgotten essential workers into the spotlight as they took to the frontlines and kept the country running. Yet while they’ve been hailed as heroes by the public, government, and brands, what can be done to ensure they’re adequately supported post-crisis?