While global trade and distributed business have turned out to be the unexpected success stories of the pandemic, job losses and the need to stick closer to home have also facilitated some of the most significant increases in local business for generations. In fact, with small companies now accounting for 99.9% of US businesses, it’s fair to say that we’re more inclined to shop close to home again. This creates an interesting dichotomy of consumer expectation which, on the one hand, accepts questionable and sometimes problematic behavior from our biggest reaching companies, but also increasingly expects pristine, loyalty-driven trust from community-based smaller businesses. This can seem confusing to the people…
