The coronavirus chronicles: What’s in store in a brave new World
THE start of the new year with a vaccine has filled many of us with optimism. But we have learned from 2020 to expect surprises, as even the most carefully laid out plans can be overtaken by unexpected events.
“Covid-19 created the perfect storm for widespread changes and innovation,” says Joel Comm in his Inc.com article 4 Predictions for a Post Pandemic World in 2021 and Beyond. “These changes will create a whole new world in 2021.”
This means things will never be the same. “Even when vaccines become widely available, many people will still want to continue working, shopping, and learning online,” says Comm. “Businesses are going to see a shift in consumer behavior.”
With that, “this brave new world will create a host of new opportunities and challenges.” Here are four things Comm predicts in this brave new world.
1. fraudsters will capitalize on the shift to digital
LATELY, we have been deluged by banks and other institutions with warnings about fraud with some tips on how to handle them. This is not to be taken lightly as fraud has become very real during the pandemic.
In his article, Comm notes that “with so many businesses scrambling to bring their offerings online during the pandemic, it created a host of vulnerabilities for criminals to exploit.” He cites a Federal Trade Commission report that a Covidrelated scam that started in social media cost consumers $117million in the first six months of 2020. and with fraudsters getting more creative, “the volume of scams is expected to increase.”
In its 2021 Future of Fraud forecast, Experian predicted that “this year’s scams will run the gamut from standard fraud to convincing deep fakes. They talk about “Frankenstein IDS,” a new method of bypassing facial recognition technology that allows scammers to piece together facial characteristics to create an entirely new identity.
Truly scary! But in response, “the company has rolled-out a bevy of fraud-prevention solutions for businesses. Its tools saved clients $10 billion in fraud losses last year.”
2. many will opt to stay remote
THE pandemic “forced the largest mass exodus from offices and schools the world has ever seen,” says Comm. and with that, whole new lifestyles.
Working from home arrangements became the norm for many companies and a way of life for many in the work force. and while many have already returned to the workplace, “companies such as Facebook, Google, and Zillow have announced that they are preparing for permanent remote work.”
Much to many parents’ relief, virtual school won’t be permanent—not at least for young children. But even when the vaccine is available, Comm predicts that the “remote learning trend could continue into 2022 and beyond. according to a recent report more than 50 percent of college students now prefer online classes because of their flexibility. This could lead to a surge in students enrolling in hybrid or fully online programs.”
3. Businesses built on digital will thrive
WHILE most businesses will admit that 2020 was a challenging year, there were those that nevertheless boomed in the new normal. all of them were digital.
Video games saw a huge surge, as did the online fitness industry. Fitness app Daily Burn saw a 268-percent year-over-year increase in membership; while Peloton’s stock soared more than 400 percent.
Comm projects that “gaming, interactive fitness, streaming TV, and telehealth are just a few of the digital-based businesses that will thrive in 2021 and beyond.”
4. remote work will create new hub cities
WITH so many people now working remotely, Comm sees companies relocating to midsize cities to take advantage of cost savings and financial initiatives.
We are seeing an exodus from Silicon Valley. Oracle recently announced it is moving its headquarters to austin, Texas; while costsavings attracted IBM and apple to Raleigh, North Carolina.
“Post pandemic, people will be eager to take advantage of big city amenities like nightlife and entertainment,” explains Comm, “but they also want to get more for their dollar.”
That is why it is said that many financial service companies are relocating to cities like Charlotte and Miami. Comm sees cities like Birmingham and Kansas City as well positioned to become the newest midsize hubs with nearby airports, large universities to draw new talent, and the low cost of living that make it attractive for companies to move operations there.
all in all, Comm says that “no one can say for sure what 2021 will bring, but it’s likely to look different from 2019. Some pandemic trends are here to stay, and that’s not necessarily a bad thing. It could mean more opportunity for businesses and more freedom from workers.”
PR Matters is a roundtable column by members of the local chapter of the United Kingdom based International Public Relations Association (Ipra), the world ’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for Marketing and Communications of SM, is the former local chairman.
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