This is a very important and relevant question.
We can safely presume that the behaviour of customers will be different after the pandemic. It has already evolved significantly over recent years particularly due to the consumption of culture online, so it will continue to evolve.
There will be a need to assist the sector in making better meaning of these changes in behaviours. In terms of how we can also better understand the demand, one initiative that is going on in Montreal, called Synapse C, is, for example, looking at consumer data, what people buy, when and why, going quite granular to better understand the demand and then make their recommendations.
There is also a need for investment into the development of a more data-centric approach to both supply and demand. Nowadays, people find their cultural activities using digital devices, and the job of those digital devices is to match information data about the offer with the supply, with data on the demand. We need to become more adaptive at representing our information as data that those machines can then use to make better recommendations to our users.