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The Day After

Biarritz, October 6th 2020

Six months already. Six months since the word "confinement" made a thunderous arrival into our vocabulary and our lives. More than half of humanity was asked to stay at home, and the economy experienced a brutal global slowdown. We were all aware that we were experiencing something violent, which pushed us to our limits, but at the same time we all hoped that something positive would come of it.  

So, 6 months later, what is the state of play? What will be the outcome of all of this?

This new edition of One to One Biarritz is one of the first opportunities to bring the community together. Stakes will be high and the "imprint" of our discussions very particular. The plenary cycle will aim to answer the "Day After" question.

The Day After for the environment:

One of the first effects of containment, beyond the virus itself, was been a reduction in pollution which the Earth had not experienced in decades. Everyone remembers the NASA pictures showing the level of nitrogen dioxide above China before and after containment. The waters of Venice turned blue again, ducks walked around the Place de la Concorde in Paris. And everyone smiled.

The Day After for people

When reality goes beyond fiction... this expression, often used in France, was totally appropriate during the COVID-19 crisis. Can fiction inspire us to a new way of living, consuming, exchanging, sharing? Were these strange weeks just a parenthesis, or did they generate real change in people?

The Day After for products

During the COVID-19 crisis, Amazon limited its deliveries to essential products, distributors promoted the purchase of French products, and authorities warned that the re-centralisation of production was necessary… 6 months later, have these direct consequences of the virus made any real change? Have products been modified? Have ‘made in France’ products seen a boom?

The Day After for brands

Solidarity initiatives carried out by brands were immediate and very numerous during the crisis. We remember LVMH hydro-alcoholic gel, Le Slip Français masks, and Decathlon diving masks withdrawn from sale and adapted in hospitals as respirators... Brands showed great creativity, solidarity was enormous. How is this collective responsibility now anchored in the DNA of brands? Is it just an additional talent, or a deeper overhaul?