- The speed, breadth and depth of the COVID-19 crisis will result in cautious consumer behaviour for some time.
- Social distancing will gradually fade because humans are social beings who are not created for solitude.
- Businesses will build resilience to fend off the next external shock.
- Large businesses may well have an advantage in that regard. This could entail back-up offices, working from home, more flexible supply chains, less globalisation, more automation and online everything.
- Governments are becoming more involved in economic issues and accumulating debt. International collaboration challenged.
Which trends will change after the COVID-19 crisis?
The world is in the middle of an economic recession triggered by the Coronavirus. The health crisis (more than 860k deaths and more than 25 million positive cases) and the economic crisis (surge in unemployment) are both being addressed using every means possible in the short term. Although somewhat premature, it is worth considering the potential long-term effects of COVID-19 – not least knowing, as investors, that markets always try to respond prospectively.
Under normal circumstances, we only change our behaviour slowly and imperceptibly, but in times of crisis, things that would normally take a long time change quickly because we simply have to act. When the crisis is over and the dust settles, we usually return to our old habits, but some things may have been changed for a long time (a few things permanently), and these are the things we try to address here.
People: “Caution and social distancing (SD)”
Caution. The COVID-19 crisis will make people more cautious. It may sound like a given that the COVID-19 crisis is essentially a matter of life or death. While the world has usually overcome most health crises, and fears will subside, a couple of factors may prolong the cautious behaviour:
- Like a bolt from the blue, the crisis caused a historic slump in economic activity.
- The crisis hit everyone, without exception. Domestic sectors as well as export businesses. The service as well as the manufacturing sector.
- The crisis therefore also affected areas that are typically not so sensitive to the economic cycle, and inevitably that would indicate that no single area can feel secure during a crisis of this type.
The result may therefore be increased consumer savings. In the aftermath of the Global Financial Crisis, we saw an increase in private savings. The effect may not be as great this time because savings levels are already high and consumers are in a better financial position.
Social distancing (SD)
Social distancing will gradually fade and probably disappear fully within five years.
Health policies and conduct during the COVID-19 crisis have focused on SD (and proper hand hygiene) as the most effective way of reducing the risk of becoming infected.
- SD means increased demand for physical distance and space.
- SD has given a boost to everything online! Shopping, entertainment, work and social interaction via social media.
- It has moved people away from crowded public transport, crowded workplaces and crowded cities.
- It has made people transfer to personal transportation: cars, bicycles, walking and (for the elite few) private planes.
However, people are social beings and become unhappy, unhealthy and underperform if they live and work all by themselves all the time. That tells us SD is likely to gradually wither and die within the next five years. Obviously, some norms may change in the business community such as the handshake. However, the handshake has been with us for thousands of years and has been considered an expression of faith and good intentions although people in Asia use alternative greetings that do not involve touching.
Businesses: “Resilience”
Businesses will consider whether their setups are strong enough to cope with the next great shock. The key word in business communities will therefore be “resilience”. If some of the initiatives taken prove to also boost productivity, they will become more attractive for businesses to maintain. Possible initiatives to consider:
- More online sales
- More automation. Machines do not contract Coronavirus although the digital world is not immune to harmful viruses. Machines don’t need to shut down like people do when there is a pandemic.
- Back-up offices
- Technology enabling employees to work from home or work remotely
- Flexible working hours
- More diversified supply chains. Perhaps closer to head offices and with more and larger warehouses
- Less “just-in-time-production”
- More liquidity
- More long-term financing
- Reduced debt
Building greater resilience requires investment, and large businesses may well have an advantage in terms of creating alternative brick-and-mortar locations, diversified supply chains and a full-scale work-from-home technology.
Reduced globalisation may increase overall costs for businesses, but that will be the insurance premium they pay to be more resilient to external shocks. More automation may then be the factor that can help them reduce their cost level again.
Service businesses will boost their online capacity. Online doctors, online solicitors, online consultants – online everything.
With respect to brick-and-mortar locations, should businesses always aim to have their head office in large cities, even if these cities have plenty of well-educated labour? This is probably difficult to avoid if we think of Silicon Valley as the hub of IT companies and New York/London as financial hubs. That would indicate that the advantages are too great to consider moving out of the large cities.
Furthermore, creativity, innovation and knowledge-sharing still depend on personal cooperation, making face-to-face cooperation indispensable in the foreseeable future. Another factor is the cross-functional working environment where ideas are shared during informal “coffee machine meetings”, which would seem difficult to transfer to the digital working environment.
Sectors: Opportunities and challenges
Who are the winners and losers after COVID-19? Themes like online interaction, readiness to face the next great crisis and health-based protection represent the common denominator in many of the opportunities (marked in green) and challenges (marked in red):
- Information Technology
• Online/virtual/digital services and infrastructure in health monitoring, business back-up, education, entertainment and medical diagnosis
• Privacy data, monitoring, data security, reduced demand for car sharing and online travel
- Healthcare
• Permanent increase in healthcare services to prepare for the second wave of COVID-19 or the next Disease X. Reduced political pressure on the sector after “heroic stories”.
• Reduced demand for long-term nursing facilities due to social distancing.
• Communication Services
• Permanent increase in digital interaction, entertainment and gaming.
- Consumer Cyclicals
• Boost in shift to online retail sales
- Aviation
• Border restrictions, SD on airplanes, consumer caution until vaccine is available. Businesses increase their use of video meetings instead of physical business trips. For example, German airline company Lufthansa expects to use only 47% of its plane capacity in 2021 and that the figure will not exceed 85% until in 2023, according to Handelsblatt. As part of the process, Lufthansa also expects to sell 100 of their 760 airplanes.
- Business property
• More people working from home to boost the robustness of company resources reduces the need for office property.
- Energy
• Reduced air travel and cruise ship business. Reduced commuting due to distance working. Road traffic accounts for 50% of global oil demand, aviation for 8%.
- Automotive
• Reduced demand due to distance working and possible travel restrictions.
- Hotel, restaurants, tourism
• Fewer business travellers and private trips (largest fall for international trips) and a shift towards online entertainment and take-away food.
If we consider IT, Healthcare and Communication Services as the long-term winning sectors, it naturally follows that US equities in the long run are most attractive because the three sectors account for 52% of the equity market value in the US, against 26% in the eurozone and 33% in Japan and EM. In the near term, the problem is that the US market is one of the most expensive equity markets worldwide. However, one should always be cautious about dismissing long-term, well established trends. An example of this is that air traffic continued to rise both after the 9/11 terrorist attacks in New York and after the Global Financial Crisis.