Over the past 12 months, a range of words and phrases have come out of obscurity to inform our everyday vocabulary: lockdowns, social distancing, herd immunity, vaccine passport, “can you come off mute please”?

One of the most prominent is ‘new normal’. The loose term that nods towards the fact that even after the threat from Covid-19 has passed, our lives will not return to the way they were. Businesses will operate differently, consumers will behave differently, and society will generally move to a different beat.


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