For Fast Company’s Shape of Tomorrow series, we’re asking business leaders to share their inside perspective on how the COVID-19 era is transforming their industries. Here’s what’s been lost—and what could be gained—in the new world order.

We’ve talked about the death of irony before, but I think this could be the death of bullshit. What did [a campaign or ad] do? What did it do for the brand? What did it do for people?

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