GEAB 150
As 2020 is not a year like any other, we are looking forward to a different kind of year-end self-evaluation. As we did not include the impact of a pandemic in our January forecasts, despite the virus already being on radars at that time, we were concerned for the outcome of our annual assessing of the key trends (as published in January 2020 – and which we invite you to reread). The decision was therefore taken collectively to entrust the work to our junior team to ensure a fresh and impartial look at the year.
The score now stands at 21.5 out of 32, or a 67.2% success rate. Not too bad for the least predictable year of the century! How can we explain such a score when we missed the central event of the year? It’s because the Covid crisis has been incredible at accelerating trends. Though our usual January trends don’t all come to fruition during the year (we have often noticed that our predicted roll-out time for trends is often too short), the pandemic has decanted dozens of changes that we have been patiently following into just one year.
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