Could Seasonal Viruses Impact Global Business Growth?

We all remember the ripple effects of COVID-19. The world changed overnight... lockdowns, remote work, supply chain disruptions. But what if we might be underestimating the impact of something much less dramatic, but equally pervasive? COVID-19 cases are on the rise again in some parts of the world, influenza cases have surged sharply over the last month, and norovirus (which spreads like wildfire) is making headlines too. These aren’t just minor inconveniences; they’re disrupting our daily lives and could quietly be impacting business growth in ways we’re not fully acknowledging.

Let’s look at the bigger picture.

Right now, offices around the world are feeling emptier than they should. It’s not just because people are working remotely, it’s because they’re home sick. Over the last few months, I’ve seen conversations shift from, “How’s business?” to “Have you been hit by this bug going around?”

I’ve recently returned from a vacation in Asia, and one thing that stood out to me was the re-emergence of mask-wearing in public spaces. And rightly so, within my own family, four members fell ill with either flu-like symptoms or norovirus-like ones. This isn’t just a localized issue; it’s a global trend that we need to pay attention to.

Sure, we’re not seeing full-blown pandemic panic, but we’re seeing a wave of illnesses that’s chipping away at productivity and disrupting business operations. And what makes it tricky is that it’s ongoing. One wave ends, and another begins. This raises an important question: Is this our new normal?

If there’s one thing COVID-19 taught us, it’s that businesses need to be adaptable. We learned how to pivot quickly, manage remote teams, and keep things moving in the face of uncertainty. But are we applying those lessons now or have we relaxed?

During COVID, companies scrambled to create contingency plans. They invested in tech, improved health policies, and built more flexible work models. Yet, when faced with a string of “smaller” health challenges, many businesses seem to revert to old habits, office-based work five times a week, in-person meetings...

Think about it, how often do companies plan for multiple waves of flu-like illnesses in their annual forecasts? Probably not enough. And this lack of foresight could catch businesses off guard.

Seasonal viruses might not shut down borders, but they quietly chip away at business performance. Here’s how:

• Workforce Productivity: Ongoing waves of illness mean more sick days and reduced output. When key players are out, projects slow down, sales drop, and decision-making stalls. Recruiters can see this clearly when automatic replies pile into the inbox, showing just how many people are out of office due to illness.
• Supply Chain Vulnerability: Even minor disruptions can snowball. If suppliers experience delays because of staffing shortages, it creates a domino effect across industries. You can see these effects across global airports, supermarkets, etc.
• Consumer Behavior: When people are unwell, they spend less. They skip events, hold off on big purchases, and avoid crowded spaces. This hits industries like retail, events, and hospitality hard.

In regions like the UAE and KSA, where business travel and in-person events are major drivers of economic growth, these disruptions are especially significant. If people are reluctant to travel or attend events due to health concerns, that’s a major red flag for future growth.

So, what’s the answer? How do we prepare for an era where health disruptions might be more frequent?

Businesses need to build more resilience into their operations. This means creating contingency plans that go beyond catastrophic scenarios and account for regular, seasonal disruptions. It’s about thinking ahead and asking the right questions:

• How do we ensure continuity when a quarter of our team is out sick?
• Are we investing enough in employee health and wellness?
• Do we have the right technology and processes in place to support hybrid work if needed?

Education is key. Simple hygiene practices can have a big impact. Providing flu clinics at work and raising awareness about proper hand washing can make a difference in reducing the spread of illness. It might sound funny, but sometimes the simplest actions are the most effective...

Let’s move past the stigma of coming to work while sick. People often come in out of guilt, worried that they’ll be seen as weak or unproductive if they take a sick day. This mindset needs to change. It only takes one sick person to infect an entire office. Encouraging people to stay home when they’re unwell is not just compassionate; it’s practical.

Finally, frontline workers in industries like retail and hospitality need more support. These individuals are in constant contact with the public and are at higher risk of both contracting and spreading illnesses. Providing them with the tools and knowledge to spot symptoms and minimize close contact can help reduce the overall impact on businesses.

While we might hope to never see another global lockdown, we can’t afford to ignore the silent disruptors. Seasonal viruses may not grab headlines, but their cumulative effect on business is real. It’s time we start thinking about them as part of the bigger picture.

In a world where health crises can arise unexpectedly, resilience isn’t just a buzzword, it’s a business imperative.

So, what is your business doing to prepare?