a blank page for a new beginning...

One of the most important thoughts to wrap our minds around today is there will be no return to normal, or business as usual. Nothing is going to be the same again. 

Partly this will be enforced through necessity, as social distancing will fundamentally disrupt life as we know it and influence every single market sector across the globe.

Equally, this will be through choice, with a recent YouGov poll revealing that only 9% of the population want their lives to return to normal after the lockdown.

generational change

Problems that we’ve spent generations trying to resolve, and accepted as ‘normal’, have been resolved in recent weeks.

In the UK, the ongoing challenge of homelessness has been temporarily solved, with hotels pivoting to offer shelter to them during the lockdown and, according to recent figures released by The National Police Chiefs Council (NPCC,) crime rates have fallen by 28% since the UK went into lockdown.

A study from the Centre for International Climate Research suggests that levels of gas nitrogen dioxide, linked to a wide range of health conditions, have dramatically reduced and there is a worldwide improvement in air quality. During the unique period of global lockdown, we’ve all been given a positive glimpse of how a greener world might feel. 

forced experimentation

The pandemic has shown us how quickly governments and organisations can act, and how willingly people can respond.

Companies of every size have been forced to adopt a start-up mentality which favours speed over lengthy strategisation, and agility over scale.

They have also needed to rethink their operating models, embracing the ethos of remote working, and enhancing and expanding their digital capabilities. 

This agile and human-centric approach to business is likely to shape and influence how companies operate long after the lockdown has been lifted.

Similarly, the spread of COVID-19 and the need to live in enforced isolation has also forced consumers to experiment with new ways to shop. Buying different products online, consuming online services for the first time, and exploring different ways to access or substitute products. 

According to a recent report published by PWC, many of these new habits will stick when restrictions are no longer in place. For example, consumers intend to buy more products online (30% have done more today, 16% will do more after lockdown). They will also be more open to online services, such as education (21%), socialising (20%) or live streaming events (18%), subscriptions (10%), and rentals (7%).

a blank page

In Japanese culture they believe that spaces that are empty are full: Full of possibility.

The emptiness that we now feel and experience has the potential to be filled with entirely new approaches. There is a chance that we can all seize to rewrite old ways of thinking, to transform our lifestyles and habits, and start again. A second chance, if you like.

Smart brands and retailers will use this time to think - think bigger and think harder than ever before - and ask themselves some soul-searching questions: What’s our purpose? What value do we bring? How could we better serve our customers? How can we play our part in helping society as a whole?

This goes far deeper and wider than simply thinking about the goods and services that they provide. It’s time to reimagine their business model as a whole and position themselves for the long term. Thinking carefully about their contribution to society and the impact of their business on our planet.

creating a new legacy

From a brand perspective, it’s possible to create a new legacy. Rewriting the rulebook, reimagining future scenarios, and turning uncertainty into positive action. 

From a creative design perspective, innovative and visionary thinking has never been more necessary and valuable. 

It's time to radically collaborate.

a window of opportunity

A friend of ours called Greg Bunch is the Adjunct Professor of Entrepreneurship at The University of Chicago Booth School of Business. As you can imagine, he spends his days teaching and encouraging his MBA students to think like entrepreneurs.

He recently gave a talk to his students and shared our short film about the global pandemic called ‘Strength in the Collective’. He asked his students to watch the film and consider ‘what’s the opportunity?’

It’s Greg’s belief that the global pandemic is an example of ‘VUCA’. The world is volatile, uncertain, complex and ambiguous, and many people are frustrated by this, but entrepreneurs ask one key question: ‘What’s the opportunity?’

Amidst the chaos and tragedy of this global pandemic, a window of opportunity is emerging. 

We believe that every brand and business must imagine and explore the opportunities ahead. 

If you would like to discuss this in more detail with The Future Collective, just ask. We would love to help, guide, and advise you through such extraordinary times.

There is strength in the collective.

If you would like to read our full 'Switching to Survival Mode' trend report click here.

Matt Parry is the CoFounder and Strategic Director of The Future Collective. A global brand consultancy creating world-class creative concepts.

www.future-collective.co.uk