Political and economic unease, here and abroad, has been growing well before the onset of COVID-19. What the spread of COVID-19 has caused, is an amplification and acceleration of the Tide that was already rolling in. It's no less significant for its abruptness and shock value, but pandemics can have the effect of shaping and altering the trajectory of already identified trends.
It can be difficult to know which trends are most likely to rise above the noise over the next 12 months as the situation is still very much in flux. The duration and intensity of the crisis will matter as we continue to monitor the situation and both its short and long-term impact on the industry. It can be even more confusing trying to decide what the impacts will be with your brand and customers, and how best to come out of the crisis in a strong place, ready to maneuver in a changed landscape.