As someone who’s worked through their fair share of recessions, this is different. This is history. The world has changed faster than it’s ever changed before, and things will never be quite the same again. Like everyone, I’m finding it a little hard to comprehend.

But you know what? It’s also bringing out the best in us. Think of the 750k who joined the NHS’s volunteer army, the millions raised by 99-year-old Captain Tom Moore, the weekly thank you to the NHS, or the people, brands and businesses genuinely doing their bit – there is a new togetherness, not seen for 75 years that is, quite simply, wonderful.

It’s this spirit of working together, of looking out for each other and putting people at the heart of things (the stuff that Collective is built on) that we want to inform Wayfinding.

Just as the ancient Polynesians used Wayfinding to navigate the open oceans using deep knowledge and intense observation, we want this to be a place where anyone can share knowledge and observations about our post-Covid world – what it is, and what it means for people, for brands and for marketing.

It’s not about maps. It’s about learning as you go, reacting, adapting at pace, making calculated decisions and trying things out.

We’ll get things right and we’ll get things wrong. It will be a long meandering journey. We’re only just forming the questions never mind the answers. But if we all help each other, we’ll all move forwards.

Together, we’ll find our way.