The challenges presented by the shifting moods and mindsets of consumers, tracked by Forethought since the start of the pandemic, have been met with varying degrees of organisational success.

Through research conducted during the second half of this year, Forethought has identified three distinct categories of businesses navigating the turbulence – becalmed, safe sailors and fleet leaders.

This Forethought report provides a succinct overview of the current environment so businesses can locate their position; determine their level of planning and performance to date; and consider how the actions of other businesses may inform their strategies and potential to leverage future opportunities.