Towards a new normal for businesses

EVEN as companies and their boards wrestle with how to deliver greater economic value to their investors, they need to be aware of the greater forces at play which are changing the very landscape in which they operate.

Some of these changes - such as technological advances, customer demographics and demands, and industry-specific trends - are likely to be already on the radar of most companies. What may not be considered, however, is the turbulence that could arise from climate change, resource crunches and population growth. As New Scientist puts it, "Extreme is the new normal".

A recent study by think tank and consultancy Volans (Breakthrough: Business Leaders, Market Revolutions) describes the giant waves caused by societal pressures that have progressively impacted governments, businesses and financial markets. The current wave focuses on the emerging concept of sustainability: meeting the needs of the present without compromising the ability of future generations to meet their own needs.