Media Trends Reimagine Next Media // / / ? 2021 dentsu | all rights reservedContents Media Leaders in Conversation Introduction Pg. 3 Pg. 4 Megatrend #1 The Prolonged Pandemic Pg. 7 Megatrend #2 Brand Citizenship Pg. 21 Pg. 28 Megatrend #3 Identity Media // / /Introduction The world is recovering from the pandemic and adapting to new ways of life, both in changed habits and behaviours, but also new rules for businesses to navigate to continue to prosper. 01 The Prolonged Pandemic describes the process of rapid adjustment, experimentation and innovation that is currently taking place as companies and consumers adapt to new ways of living, including new hybrid models in many parts of life, greater use of virtual worlds, and greater flexibility in working patterns. Necessity is the mother of invention. Times of crisis and recession have been, in retrospect, times of enormous opportunity and innovation, and times of growth for those who make the right decisions. Technologies and ways of working that might have seemed an interesting experiment in other times have become essential. 02 Brand Citizenship examines how many brands are taking a more public-