Since the onset of the pandemic, parallels have been drawn to the Spanish flu that hit the United States in 1918. Like today, gatherings were prohibited, businesses and schools shut down, and the country ground to a halt.

Once over, the result was the Roaring ‘20s: a period of prosperity, flourishing culture and widespread vice. Risky behavior — whether with sex, alcohol, style or crime — ruled the day.

Our rebound will likely be similarly sharp, especially for the social parts of our lives. To create worthwhile experiences, today’s brands have to navigate a new era of excess.