What's next for us? Joy, fear, hope, disappointment, faith. A decision. We will live enlightened, and we will know everything about the brands.

If we were to try to take stock of the emotions we've experienced over the past 12 months, we would certainly find the full spectrum. Experts describe just over 40 different emotions.

It is true that at the beginning of January 2019 we were thinking about how wonderful and successful the "new year" would be, and in March, BOOM!

Confirmed: we've entered a surprising reality: a pandemic, and that's when the mix of emotions we've been experiencing and processing all this time exploded. What's next for us?

Today, with almost a year of experience in this environment, we can pause to think about the commercial brands we interact with. Let's take a look at just a few categories, but I invite you to review your own experience with the brands you interact with:

• Retail in supermarkets.
• Entertainment on the streaming TV channels you watch.
• Home services
• Telecommunications
• Banking at your personal bank.

Do the exercise with the ones that first come to mind.

Being aware that all of humanity and all companies have been affected by the situation, except, of course, some politicians who have been able to increase their salaries and also their "other income" despite and at the expense of the difficult situation.

What emotion comes to mind when you think about each of them? What's next for us?

For example:

• The Supermarket. Do you feel they are thinking of you, that they are on your side, working to help you when they choose the products they offer, or are they only thinking about setting the highest possible price, taking advantage of the current situation, and with barely acceptable quality? Is the e-commerce experience satisfactory, good, or does it end up boring you? Are your feelings oriented toward approval or rejection regarding the brand you chose to stock up on food and toiletries?
• Would I vote again for the senators, congressmen, mayors, and presidential candidates currently running, with the maturity that the pandemic has given us? What would I look for in a candidate: smooth talk, preparation, ability to execute, or more of the same?
• What is your opinion of the national TV channels and news programs? Do you feel well-informed, or have you identified any political bias or intentions beyond simply reporting events without interfering or trying to take a stance? What real effort has been made to foster a constructive atmosphere around the situation? Do you feel supported or accompanied, or has it increased your stress?
• Home delivery services have become ubiquitous across all industries and, in some ways, vital. When you order products for home delivery, you're putting your life and your family's lives in their hands. My question is, do the emotions of convenience and urgency outweigh those of safety and hygiene?
• Ahora piense en su banco, cómo se siente cuando recibe esas llamadas de «oferta de ayuda», o las de en 3 días vence su cuota «¿La va  a pagar»? ¿Qué emociones despierta en usted su banco? ¿Siente que su banco le ayuda? Si pudiera devolverse en el tiempo aceptaría los productos y servicios que le ofrecieron en los mismo términos? ¿Siente que su relación con el banco es ganar-ganar? o ellos tienen la ventaja de hacer dinero a dos manos con su dinero y a usted solo lo dejan hacerse cargo de los gastos. sino fuera por los banco usted no podría pagar 4 veces o más el precio de los bienes que quiere ahora. por no aguantarse paga 3, 4 y hasta 7 veces lo que cuesta. SI no aprendió….

We ask ourselves, what is the real lesson to be learned from this pandemic?

In the difficult situations We really know who we can count on, which brands are our friends, which ones are generating great customer experiences and securing their future, and which ones we never want to see again.

It's not about losing, nor about not being efficient; it's about not being exploitative or opportunistic.

Who are entrepreneurs and who are mere opportunists? Clearly, when the level of demand and education of customers is low, the hucksters thrive and endure.

Which brands would you never buy from again, and which ones would you never abandon?

He would like to have better financial education so as not to get ripped off with poorly balanced products and services.

What did you learn about the essential and the luxurious? Would you take out a loan to acquire what kind of goods at a cost X times higher?

So what's next for you, for me, for us?

What comes next will certainly depend on what we have learned, and it will be very necessary when developing the digital strategy for your company.