Trends Report

The Myth Of A World After: A European Recovery Perspective

How B2C Consumption Will Evolve In Post-Pandemic Europe

August 24th, 2020
With contributors:
Martin Gill , Michael O'Grady , Michelle Beeson , Clarissa Skinner , Melissa Chaudet , Kara Hartig


Expectations of a world after the coronavirus and a next normal have been exaggerated. Human nature shows us that bad habits often overcome good intentions. Don't get us wrong; the crisis will lead to lasting changes, and we expect new waves of the pandemic in Europe before the end of 2020. However, rather than installing net new behaviors, the crisis will primarily accelerate preexisting trends. This report outlines how European consumers will evolve as the pandemic subsides in Europe and helps CMOs anticipate how to pivot their brands for recovery.

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