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Business Monitor


Where’s the summer?


Say July and everyone thinks summer holidays. Until this year, that is. Paul Clapham, marketing expert, reports.


T


his year they are far likelier to think we’re not going on holiday without being remotely upset. Easy Jet have only just started flying again and most other airlines won’t switch anything on for a week or two. This is not to be wondered at. The bulk of us have just spent three months working from home surrounded by our nearest and dearest, who are rather less dear than before but still as near as ever. This makes now a very good time to contact new prospective clients. Being the bod who leaves everybody a string of emails might not make you Mr or Ms Popularity, but tough – they’re on a beach and you’re just pretending.


Copy the Americans You could copy the Americans. They of course have an election just in the offing and their elections and candidates tend to leave us Brits shouting and not with happiness. Keep an eye on Stephanie Kelton. She is a high-profile proponent of Modern Monetary Theory. MMT also known to detractors as magic money tree thinking. Alexandria Ocasio-Cortez is another MMT enthusiast with a higher profile still. The vice presidential candidate is keeping her cards close on this one. It has been suggested that it is women like these who will decide the election. Ms Kelton has called on President Trump to employ all 40 million citizens who have lost their jobs to coronavirus – doing what I would like to know. More than that she says that the


| 20 | July 2020


pieces have come apart but that is no reason to put them back the same way. Holidays require us to rethink how we are doing things. Lots of people go job hunting when they get back. Partly because of coronavirus but also because things were heading in that direction. In New York very expensive private schools are doing extremely good business. Matters are similar, but different in California. There, money is being thrown at expensive schools but while New Yorkers want the benefits to accrue on Wall Street, Californians are far more relaxed and developing a phoenix in Silicon Valley (with the attendant billion dollars to enjoy) will do just as well.


Back in Britain


Back in Britain I am hearing people talk about how lucky we are not to have President Trump in charge. Sure, he’s a nightmare but I don’t think we should be too smug. Boris Johnson and his government have hardly proved to be a bunch of geniuses. In particular some consistency would be nice. The housing market, the economy as a whole and even some retail sectors have been boosted in the business pages. The simple truth is that they can’t all be right. This is no way to run a railway, Mr Johnson. Take a look at the coronavirus laws. When lockdown was introduced all shops deemed selling non-essential product had to close. Likewise schools had to shut. Then it was decided that children had to go to school again, that was all kids,


regardless of how prepared schools might be. The same heavy hand applied to shops. One out, all out.


Coronavirus success


One major success of the coronavirus crisis has been WFH (working from home, if you’ve been in a cave these past three months). 20% of employees will not be coming back to a desk because they don’t want to and there won’t be a desk with their name on it anyway.


The advertising sector is showing a surprising level of resilience. At the beginning of the year a fall of 13% was predicted, but that has been rebalanced by an expectation of a similar rise next year. That sort of performance is considered reasonably normal in advertising – it’s the standard response to the onset of a recession when senior management at clients of all sizes need to cut costs. Very soon after lockdown was first announced it became apparent that women had put their shopping plans on hold. Men would have been surprised, but women giving up on the high street was something of a shock. Then amazingly the phenomenon repeated itself when non-essential shops reopened. At the outset, ok it was a form of penance, but the repeat suggests that online shopping was proving just as appealing as the traditional in-person version. When this is over online shopping is likely to prove to have been one of the big winners.


www.printwearandpromotion.co.uk


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