The rush to return to “normal — a two-edged sword for the industry?

The thumbnail version:

  • There’s undoubtedly a pent-up hunger for post-pandemic “normalcy”
  • But beware the misguided optimists among us

The full version:

In the editorial of the September issue of Images Magazine, the editor, in an apparent effort to inject some optimism into a hitherto gloomy situation, writes enthusiastically about the lifting of pandemic restrictions and the return of football crowds, rock concert audiences, bar and restaurant patrons, and office workers in the UK. All while one in eighty-five citizens has COVID.

Easy there, people! This COVID thing is not beaten yet.

He sees this as “good news” for the textile decorating industry’s suppliers to these entities. But one must ask, “Is it really? And for how long?” The rush to return to “normalcy” has been a disaster in many jurisdictions that have jumped the gun.

We have examples of misguided gun-jumping right here in Canada. For instance, at the beginning of July, Alberta lifted most restrictions in order to allow for “the best summer ever.” And what was the result of the return to “normalcy”? New COVID cases went from roughly one every hour to one every minute within two months. Restrictions had to be reintroduced.

So, caution is the word, particularly in strategizing and tweaking your business model. A rush to “normalcy” might look like “great news” right now but, as recent history has shown, it can be a two-edged sword.