Digitalization and Industry 4.0 are past us. Today, the fifth industrial revolution is on the agenda, and a human and his/her interests are in its centre. Garrett Johnston – business strategist, marketing and client strategy specialist gave a lecture on the post-COVID business era and marketing. His lecture ‘Goodbye Digital, Hello Analogue’ was a part of HSE Graduate School of Business master’s programme ‘Marketing: Digital Technology and Marketing Communications’.