Just over a decade ago, just as the world was coming out of the deepest recession since the Greatest Depression, we carried out significant research across the globe with the largest container shipping company in the world. We repeated the research a year later when the economy was in full speed recovery mode and while some key drivers remained the same we found a noticeable and consistent change in every model we ran. The world and the market had changed!

Now, a decade later, the COVID-19 pandemic has taken the world by surprise. The cost of life is dire. The economy is in shambles, many people around the world are in quarantine or being asked to keep a social distance. As always, the world will emerge from this. There could hardly be many winners out of this but some will emerge stronger or less shattered than others.

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