What happens next? What will change? Of the changes we’ve experienced already, what will persist? One thing is certain: our views on the impact of the pandemic are changing by the day. Looking at pessimistic, optimistic and realistic angles, Rohit Talwar (Fast Future) and J Walker Smith (Kantar) explain their thinking on what the critical shifts are likely to be, what’s going to happen around society and policy, the role of governments in the economy, and of course the implications for business, brands and marketers.

The future will depend on decisions and actions taken now (and how quickly they are made), and how long the pandemic lingers; some industries – like some countries – will feel the effects more deeply. But all businesses should be planning for worst-case scenarios, looking at their supply chains and organisational models, and embracing that well-worn marketing buzzword: agility. Our ability to adapt, innovate and learn will be a key factor in resilience and recovery… even if some consumers are left scarred by this ‘Black Swan’ event for many years to come.  

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