The Next Normal arrives: Trends that will define 2021- and beyond

Delivering sustainable economic growth
Posted Jan 07, 2021 | McKinsey&Company, Kevin Sneader, Shubham Singhal

As the terms “prewar” and “postwar” are commonly used to describe the 20th century, generations to come will likely discuss the pre-COVID-19 and post-COVID-19 eras. Kevin Sneader and Shubham Singhal suggest in this article for McKinsey&Company that the “next normal” will be different, as there will be no return to the conditions that prevailed in 2019. They discuss how this will affect the direction of the global economy, how business will adjust, and how society might change as a result of the crisis. They find that with good leadership from both business and governments, changes in productivity, green growth, medical innovation, and resilience could provide an enduring foundation for the long term.


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