Is the pandemic driving a new marketing rebellion?

Mark Schaefer contends that the pandemic is accelerating inevitable trends, including a marketing rebellion.
To fight the online eCommerce onslaught, add emotion

Great marketing builds emotion between your product and your audience. In fact that may be a key to survival in the digital world!
Maybe the future of marketing looks like @Everlane

Online retailer Everlane is organizing and acting like a non-profit.Is this a glimpse of the future of marketing and business?