Wishing for a crystal ball: Why scenario planning is on the rise

Maren Seitz

As uncertainty prevails, planning for a number of potential future scenarios is increasingly becoming the best practice for brands.

If only we had a crystal ball. Instead, “expect the unexpected” could be a fitting slogan for businesses over the last few years. After a global pandemic, we were all waiting for a ‘new normal’ to establish itself, finally allowing us to measure and plan again at a less neck-breaking pace. But there was no time to catch our collective breaths. With the war on Ukraine came the next wave of uncertainty – bringing in its wake supply chain issues, inflation, and a cost-of-living crisis that makes it difficult, if not impossible, to predict future revenues and profits.

Several years...

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