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If we have learned anything in the last year, it is that the only certain thing is uncertainty. Businesses have felt this too, with lockdowns, virus variants and financial instability sending consumer confidence plummeting. This is in line with trends that were already at play as a series of scandals, ethical missteps and moral failures in public organisations drove home the undeniable message that businesses and institutions cannot be trusted.

For this reason, building trust should be one of the central priorities for all companies in today’s world. Especially post-pandemic, much of this trust needs to be built through consistency. For all the pivoting we have done during COVID, there is much to be said for the value of consistency in the face of uncertainty.

Whatever the circumstance, one thing we can be sure of is that the future is coming. No matter the success of the standards and systems of the past, disruption is inevitable. Incidentally, it is in crises that the future often arrives. Think back to some of the biggest technological innovations of the past and you will find yourself in the greatest wars and struggles of history.

COVID is no different. The past few months have seen the future that we knew was awaiting us arrive far ahead of schedule bringing with it the innovations and solutions that we were promised in a decade.