The start of the COVID crisis might forever be associated with a toilet paper shortage as people went into survival mode and stocked up on staples. Or, in the language of Maslow’s Hierarchy, people were just trying to meet their basic physiological and safety needs. But as we move up the pyramid and beyond the crisis, where (and how) we spend our money will be different from before. How will retailers adapt? And what are people buying to reach self-actualization? Irene Nattel, RBC Capital Markets’ Consumer Discretionary & Staples Analyst, shares how the crisis is changing consumer trends.

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