Predictions 2021: Europe

European leaders: The landscape across the continent is more volatile than ever. We predict that in 2021, at least 10 firms will lose billions in brand equity through lack of customer empathy and failure to untangle consumers’ contradictory behaviors and desires. The European Parliament will abandon e-privacy reform permanently and will draft new AI legislation in 2021. Meanwhile, a third of white-collar European workers will choose to continue working remotely full-time — and a growing number will become “virtual cross-border” employees. In this report, we explore Forrester’s predictions for Europe in 2021.