Microsoft, Uber, Airbnb. These are just a few of the many transformational brands that have emerged during previous recessions or outbreaks. This trend has been happening for the past 100 years.
The Covid-19 outbreak has led to the worst recession since the second world war. If this trend of brands emerging during recessions continues, we can expect some global trendsetters of the future to emerge this year. These will be brands that have adapted to the sharp shifts in consumer habits triggered by social distancing in an era that is also seeing a significant data explosion. Brands that adapt fast will thrive, while others will share the fate of the likes of Kodak.
E-commerce will be a ke
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