As we all adjust to new – and uncertain – realities, it is important to consider the present and the future

A pandemic is a era-defining thing. The spread of COVID-19 through the population is the kind of long term event that will live on for decades in the minds of people, perhaps like the Blitz. That – and the war that continued after that, and the rationing that continued after that – did shape the attitudes of an entire generation. The pandemic will have a similar impact: in every sector, there will be no return to business as usual after the crisis passes.

This updated report explores 20 Key Trends that have been given new trajectories by the coronavirus pandemic. In it, we use exclusive data to analyse what pandemic-enforced changes of habit will mean for our values, attitudes and behaviours in both the short and longer term future.

At the outset of the pandemic Trajectory published The Post Pandemic Consumer, our initial assessment of the long term impact of Covid. That report was published just days into the pandemic. This report is an update, six-months into the pandemic, using fresh data to assess the status of 20 key trends.