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retailers is that brands will have more opportunity than ever to sell direct to consumers, which has major implications for the traditional retailer compared with the supplier model. This study, though conducted before COVID-19, demonstrates the more decisive role retailers can play in building the world where ‘nothing will ever be the same’. Australian retailers that take heed of the trends indicated here (along with our friend, Barry), accelerated by COVID-19, will be better placed to come through the crisis stronger, which means prioritising local, values and meaningfulness for a brighter future. The impact of COVID-19 will reshape attitudes towards our fundamental needs, ranging from basic food and sustenance to health and hygiene, in a future where retailers emerge from the front lines of the crisis and reinforce the importance of their presence and their commitments to local communities. *Prosumer Reports are a series of thought leadership publications by Havas – part of a global initiative to share information and insights, including our own proprietary research, across the Havas network of agencies and client companies. Havas Group is one of the world’s largest global communications groups, bringing together 20,000 people in more than 100 countries. **Who are Prosumers? Prosumers are today’s leading influencers and market drivers. They have been a focus of Havas studies for more than a decade. Beyond their own economic impact, prosumers are important because they influence the brand choices and consumption behaviours of others. What prosumers are doing today, mainstream consumers will likely be doing six to 18 months from now. For this study, we interviewed more than 15,000 people in 37 countries including Australia. INDUSTRY INSIGHT About Simon Porter Simon is Managing Director of H/ Commerce. With over 20-years brand and retail experience, in multiple markets including the UK, Europe and Australia/New Zealand, Simon’s experience extends to working on brands including Unilever, Samsung, Sony, P&G, Nestlé, Mars, J Sainsbury’s, Coles and Diageo. About Havas Commerce H/Commerce is the retail and shopper specialist in the Havas Village. Our vision is to inspire meaningful commerce for our clients. Delivering strategies and ideas to make brands indispensable to their customers and move the bottom line. Our clients include Lurpak, Castello, Nestlé, Bacardi Martini, Samsung and Tassal. AUG, 2020 RETAIL WORLD 33