Christmas Day, 2050, and it’s strange watching the family unwrap their presents. I see all those new brands that have emerged over the last 30 years, alongside those recognisably resilient names that survived and thrived. It sets me thinking about those brands that did not make it, and the events that triggered the remarkable transformation of our commerce landscape.

2020-2021 was the inflection point, wasn’t it? It separated out those companies with a commitment to adapt that truly defined their ability to survive. The trends had been simmering for years, but seismic shifts triggered by the Covid-19 pandemic of 2020 really amplified the urgency to act.

It was the period where an unwelcome pandemic transformed how we lived, worked and shopped. Companies were ravaged by the impact of Covid-19 shutdowns, small traders struggled to stay afloat, and aggregate corporate debt rose to historically high levels. It was a period of challenge and remarkable business resilience, and triggered the transformation that reshaped the business landscape for decades to follow.

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