What’s At Risk: An 18-Month View of a Post-COVID World
As the world continues to grapple with the effects of COVID-19, no part of society seems to be left unscathed. Fears are surmounting around the economy’s health, and dramatic changes in life as we know it are also underway.
In today’s graphic, we use data from a World Economic Forum survey of 347 risk analysts on how they rank the likelihood of major risks we face in the aftermath of the pandemic.
What are the most likely risks for the world over the next year and a half?
The Most Likely Risks
In the report, a “risk” is defined as an uncertain event or condition with the potential for significant negative impacts on various countries and industries. The 31 risks have been grouped into five major categories:
- Economic: 10 risks
- Societal: 9 risks
- Geopolitical: 6 risks
- Technological: 4 risks
- Environmental: 2 risks
Among these, risk analysts rank economic factors high on their list, but the far-reaching impacts of the remaining factors are not to be overlooked either. Let’s dive deeper into each category.
The survey reveals that economic fallout poses the most likely threat in the near future, dominating four of the top five risks overall. With job losses felt the world over, a prolonged recession has 68.6% of experts feeling worried.
|#1||Prolonged recession of the global economy||68.6%|
|#2||Surge in bankruptcies (big firms and SMEs) and a wave of industry consolidation||56.8%|
|#3||Failure of industries or sectors in certain countries to properly recover||55.9%|
|#4||High levels of structural unemployment (especially youth)||49.3%|
|#6||Weakening of fiscal positions in major economies||45.8%|
|#7||Protracted disruption of global supply chains||42.1%|
|#8||Economic collapse of an emerging market or developing economy||38.0%|
|#16||Sharp increase in inflation globally||20.2%|
|#20||Massive capital outflows and slowdown in foreign direct investment||17.9%|
|#21||Sharp underfunding of retirement due to pension fund devaluation||17.6%|
The pandemic has accelerated structural change in the global economic system, but this does not come without consequences. As central banks offer trillions of dollars worth in response packages and policies, this may inadvertently burden countries with even more debt.
Another concern is that COVID-19 is now hitting developing economies hard, critically stalling the progress they’ve been making on the world stage. For this reason, 38% of the survey respondents anticipate this may cause these markets to collapse.
High on everyone’s mind is also the possibility of another COVID-19 outbreak, despite global efforts to flatten the curve of infections.
|#10||Another global outbreak of COVID-19 or different infectious disease||30.8%|
|#13||Governmental retention of emergency powers and/or erosion of civil liberties||23.3%|
|#14||Exacerbation of mental health issues||21.9%|
|#15||Fresh surge in inequality and social divisions||21.3%|
|#18||Anger with political leaders and distrust of government||18.4%|
|#23||Weakened capacity or collapse of national social security systems||16.4%|
|#24||Healthcare becomes prohibitively expensive or ineffective||14.7%|
|#26||Failure of education and training systems to adapt to a protracted crisis||12.1%|
|#30||Spike in anti-business sentiment||3.2%|
With many countries moving to reopen, a few more intertwined risks come into play. 21.3% of analysts believe social inequality will be worsened, while 16.4% predict that national social safety nets could be under pressure.
Further restrictions on trade and travel movements are an alarm bell for 48.7% of risk analysts—these relationships were already fraught to begin with.
|#5||Tighter restrictions on the cross-border movement of people and goods||48.7%|
|#12||Exploitation of COVID-19 crisis for geopolitical advantage||24.2%|
|#17||Humanitarian crises exacerbated by reduction in foreign aid||19.6%|
|#22||Nationalization of strategic industries in certain countries||17.0%|
|#27||Failure to support and invest in multilateral organizations for global crisis response||7.8%|
|#31||Exacerbation of long-standing military conflicts||2.3%|
In fact, global trade could drop sharply by 13-32% while foreign direct investment (FDI) is projected to decline by an additional 30-40% in 2020.
The drop in foreign aid could also put even more stress on existing humanitarian issues, such as food insecurity in conflict-ridden parts of the world.
Technology has enabled a significant number of people to cope with the impact and spread of COVID-19. An increased dependence on digital tools has enabled wide-scale remote working for business—but for many more without this option, this accelerated adoption has hindered rather than helped.
|#9||Cyberattacks and data fraud due to sustained shift in working patterns||37.8%|
|#11||Additional unemployment from accelerated workforce automation||24.8%|
|#25||Abrupt adoption and regulation of technologies (e.g. e-voting, telemedicine, surveillance)||13.8%|
|#28||Breakdown of IT infrastructure and networks||6.9%|
Over a third of the surveyed risk analysts see the emergence of cyberattacks due to remote working as a rising concern. Another near 25% see the threat of rapid automation as a drawback, especially for those in occupations that do not allow for remote work.
Last but certainly not least, COVID-19 is also potentially halting progress on climate action. While there were initial drops in pollution and emissions due to lockdown, some estimate there could be a severe bounce-back effect on the environment as economies reboot.
|#19||Higher risk of failing to invest enough in climate resilience and adaptation||18.2%|
|#29||Sharp erosion of global decarbonization efforts||4.6%|
As a result of the more immediate concerns, sustainability may take a back seat. But with environmental issues considered the biggest global risk this year, these delayed investments and missed climate targets could put the Earth further behind on action.
Which Risks Are of the Greatest Concern?
The risk analysts were also asked which of these risks they considered to be of the greatest concern for the world. The responses to this metric varied, with societal and geopolitical factors taking on more importance.
In particular, concerns around another disease outbreak weighed highly at 40.1%, and tighter cross-border movement came in at 34%.
On the bright side, many experts are also looking to this recovery trajectory as an opportunity for a “great reset” of our global systems.
This is a virus that doesn’t respect borders: it crosses borders. And as long as it is in full strength in any part of the world, it’s affecting everybody else. So it requires global cooperation to deal with it.
——Gita Gopinath, IMF Chief Economist
How Total Spend by U.S. Advertisers Has Changed, Over 20 Years
This graphic visualizes the fluctuations in advertising spend in the U.S., along with its brutal decline of 13% as a result of COVID-19.
Total Spend by U.S. Advertisers, Over 20 Years
With an advertising economy worth $239 billion in 2019, it’s safe to say that the U.S. is home to some of the biggest advertising spenders on the planet.
However, the COVID-19 pandemic has resulted in the major upheaval of advertising spend, and it is unlikely to recover for some time.
The graphic above uses data from Ad Age’s Leading National Advertisers 2020 which measures U.S. advertising spend each year, and ranks 100 national advertisers by their total spend in 2019.
Let’s take a look at the brands with the biggest budgets.
2019’s Biggest Advertising Spenders
Much of the top 10 biggest advertising spenders are in the telecommunications industry, but it is retail giant Amazon that tops the list with an advertising spend of almost $7 billion.
In fact, Amazon spent an eye-watering $21,000 per minute on advertising and promotion in 2019, making them undeniably the largest advertising spender in America.
Explore the 100 biggest advertisers in 2019 below:
|Rank||Company||Total U.S. Ad Spend 2019||Industry|
|#4||Procter & Gamble||$4.3B||Consumer Goods|
|#9||American Express||$3.0B||Financial Services|
|#11||JPMorgan Chase||$2.8B||Financial Services|
|#16||Nestlé||$2.3B||Food & Beverages|
|#18||Expedia Group||$2.2B||Travel & Hospitality|
|#19||Capital One Financial||$2.2B||Financial Services|
|#20||Fiat Chrysler Automobiles||$2.0B||Automotive|
|#24||PepsiCo||$1.7B||Food & Beverages|
|#25||Bank of America||$1.7B||Financial Services|
|#28||McDonald’s||$1.6B||Food & Beverages|
|#29||Booking Holdings||$1.6B||Travel & Hospitality|
|#31||Johnson & Johnson||$1.5B||Pharmaceuticals|
|#32||Anheuser-Busch InBev||$1.5B||Food & Beverages|
|#34||Merck & Co.||$1.5B||Logistics|
|#44||Wells Fargo||$1.1B||Financial Services|
|#45||Yum Brands||$1.1B||Food & Beverages|
|#51||Diageo||$918M||Food & Beverages|
|#53||Discover Financial Services||$883M||Financial Services|
|#54||Mars||$880M||Food & Beverages|
|#58||Molson Coors||$822M||Food & Beverages|
|#61||Coca-Cola||$816M||Food & Beverages|
|#64||Kraft Heinz||$782M||Food & Beverages|
|#70||Constellation Brands||$749M||Food & Beverages|
|#80||Marriott International||$667M||Travel & Hospitality|
|#89||Reckitt Benckiser||$593M||Consumer Goods|
|#90||Keurig Dr Pepper||$593M||Food & Beverages|
|#91||Restaurant Brands International||$589M||Food & Beverages|
|#92||Inspire Brands||$589M||Food & Beverages|
The report offers several ways of looking at this data—for example, when looking at highest spend by medium, Procter & Gamble comes out on top for traditional media spend like broadcast and cable TV.
On the digital front, Expedia Group is the biggest spender on desktop search, while Amazon tops the list for internet display ads.
The Rise and Fall of Advertising Spend
Interestingly, changes in advertising spend tend to fall closely in step with broader economic growth. In fact, for every 1% increase in U.S. GDP, there is a 4.4% rise of advertising that occurs in tandem.
The same phenomenon can be seen among the biggest advertising spenders in the country. Since 2000, spend has seen both promising growth, and drastic declines. Unsurprisingly, the Great Recession resulted in the largest drop in spend ever recorded, and now it looks as though history may be repeating itself.
Total advertising spend in the U.S. is estimated this year to see a brutal decline of almost 13% and is unlikely to return to previous levels for a number of years.
The COVID-19 Gut Punch
To say that the global COVID-19 pandemic has impacted consumer behavior would be an understatement, and perhaps the most notable change is how they now consume content.
With more people staying safe indoors, there is less need for traditional media formats such as out-of-home advertising. As a result, online media is taking its place, as an increase in spend for this format shows.
But despite marketers trying to optimize their media strategy or stripping back their budget entirely, many governments across the world are ramping up their spend on advertising to promote public health messages—or in the case of the U.S., to canvass.
The Saving Grace?
Even though advertising spend is expected to nosedive by almost 13% in 2020, this figure excludes political advertising. When taking that into account, the decline becomes a slightly more manageable 7.6%
Moreover, according to industry research firm Kantar, advertising spend for the 2020 U.S. election is estimated to reach $7 billion—the same as Amazon’s 2019 spend—making it the most expensive election of all time.
Can political advertising be the key to the advertising industry bouncing back again?
Visualized: A Breakdown of Amazon’s Revenue Model
Here’s a look at the different parts of Amazon’s revenue model, and how much money each business segment makes.
Visualized: A Breakdown of Amazon’s Revenue Model
Amazon has evolved into more than just an online store. While ecommerce makes up a significant portion of the company’s overall sales, its diverse revenue model generates billions through various business segments.
This visualization provides an overview of the different parts that make up Amazon, showing each business unit’s net sales from June 2019 to 2020.
A Diverse Revenue Model
With a market cap of $1.7 trillion, Amazon is currently the most valuable retailer in the world. The company is expected to account for 4.6% of total U.S. retail sales by the end of 2020—but the tech giant is more than just a one-trick pony.
A key factor in the company’s success is its diversification into other areas. Here’s a breakdown of Amazon’s revenue mix:
|Business Segment||Net Sales (June 2019 - 2020)|
|Online stores||$163 B|
|Third-party selling services||$63 B|
|Amazon Web Services||$40 B|
|Subscription services||$22 B|
|Physical stores||$17 B|
|Total Revenue||$322 billion|
While Amazon is truly more than an online store, it’s worth noting that online sales account for a significant amount of the company’s overall revenue mix. Over the period of June 2019 to 2020, product sales from Amazon’s website generated $163 billion, which is more than the company’s other business units combined.
A significant day for online sales is Prime Day, which has grown into a major shopping event comparable to Black Friday and Cyber Monday. In 2020, Prime Day is projected to generate almost $10 billion in global revenue.
While ecommerce makes up a large portion of Amazon’s overall sales, there are many other segments that each generate billions in revenue to create immense value for the tech giant. For instance, enabling third-party sellers on the platform is the company’s second-largest unit in terms of net sales, racking up $63 billion over the course of a year.
This segment has shown tremendous growth over the last two decades. In 2018, it accounted for 58% of gross merchandise sales on Amazon, compared to just 3% in 2000. While third-party sellers technically outsold Amazon itself, the company still makes money through commission and shipping fees.
Amazon is Not Alone: Diversification is Common
Amazon isn’t the only major tech company to benefit from diverse revenue streams.
Other tech giants generate revenue through a range of products, services, and applications—for instance, while a healthy portion of Apple’s revenue comes from iPhone sales, the company captures 17% of revenue from a mix of services, ranging from Apple Pay to Apple Music. Microsoft is another example of this, considering it owns a wide range of hardware, cloud services, and platforms.
While there are several reasons to build a diverse business portfolio, a key benefit that comes from diversification is having a buffer against market crashes. This has proven to be particularly important in 2020, given the economic devastation caused by the global pandemic.
The Sum of its Parts
Despite varying levels of sales, each business unit brings unique value to Amazon.
For instance, while Amazon Web Services (AWS) falls behind online sales and third-party sellers in net sales, it’s one of the most profitable segments of the company. In the fourth quarter of 2019, more than half of Amazon’s operating income came from AWS.
In short, when looking at the many segments of Amazon, one thing is clear—the company is truly the sum of its parts.
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