July 30, 2020 | By Udo Kopka, Eldon Little, Jessica Moulton, René Schmutzler, and Patrick Simon

COVID-19 is amplifying 12 trends that have been disrupting consumer goods for the last decade. Leaders will adopt a new model for ‘where to play’ and ‘how to win’ that gets their evergreen brands on the right side of the trends and helps their small brands scale up more quickly. Together these changes will fuel the next generation of industry growth.

http://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/what-got-us-here-wont-get-us-there-a-new-model-for-the-consumer-goods-industry