With the world on the brink of a recession, a pandemic fresh in our minds, and a war raging in Europe, it’s no surprise that the Collins English Dictionary recently declared ‘permacrisis’ as its word of the year.
As we adapt to the new normal, where the only certainty is uncertainty, it's time to start planning for chaos. How? By understanding why it's happening, and finding ways to guide your brand through it without doing irreparable harm.