In Corona Diaries

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A guide for understanding macro transformations…

Although the word ‘transformation’ sometimes loses its meaning when it has been used too much like rhyme, it may be one of the words that best describe the last century. As can be seen in the graphic, the biggest reason for this is that inventions that changed the world used to emerge once a century, while now there are a few hundred in a century. At this point, knowing about and keeping up with the macro changes in the world is vital for both individuals and communities and companies.

Questions such as “What is new in the world?” or “What kind of macro trends are emerging?” are on my agenda almost every day and the research has been making even more sense nowadays with the effects of Corona. I realized that Corona has been a giant catalyst and lever for us in many issues that we have been transforming for a while. It has unexpectedly accelerated the changes that have been going on for some time. Moreover, I am talking about effects beyond the talk of the town such as digitalization and telework.

I’d like to share some of them:



In summary, we think so technology-oriented in every subject that we ignore the good state of the people at the center of the work. While working with the passion for technological developments, we put the human perspective on the back end. Industry 1.0, 2.0, 3.0, 4.0… In response, the Japanese introduced Society 5.0 a while ago; a new social structure that uses the latest products of the industrial revolution such as big data and artificial intelligence to solve social problems. Trends aiming to make people feel good are increasing all over the world. Scandinavians call it Hygge, Japanese call it Ikigai.This began to be reflected not only in the product trends but also in communication for a while. Netflix, which we know as the newest generation digital product, has updated its account to Netfliks today, talking as if the account with 2 million followers belongs to one person.

Every sector now thinks of people as humans before consumers. For example; Human Resources… While the HR sector started to define employees as talent some time ago, it now defines them as individuals. “If we first make them feel good as individuals, we can realize the

ir true potential,” the sector claims. Trend specialist WGSN defines one of the new emerging consumer profiles as ‘Anti-perfectionists’; those who want to stay and live as they are opposed to every feature of them being perfected by technology… I can count tons of examples.

Today, we are living in such times that we witness that most of the systems do not work when there is no human being that we have been putting back in the background for so long and trying to highlight for a while.



As its very name signifies, we want to go back to our roots with longing for what is in our essence. Our spending habits along with habits, in general, have also changed in this direction. While we are unable to grow our own plant in our home, we are curious about ecological activities and natural tourism. We have reduced the number of international chains in our lives. The restaurant, coffee shop, grocery store in our neighborhood make us feel much better. Fast fashion with 12 seasons in one year that made us feel overwhelmed started to be replaced by sustainable fashion and even tailors. The longing for the roots and the effect of new spending habits have been felt intensively in many areas for a while, from tones and textures to communication activities and brand perception in the new products of brands. Even the most global brands adapt localism to their brands as a core beyond applying it as a strategy.

This isolation we are experiencing now teaches us to actually live with those around us. Now I am looking at the small garden I see through the window and say, “Maybe if we know how to cultivate or have someone to cultivate it for us, this area would be enough for all the houses around.”



‘Feeling of belonging’ is one of the most important elements that make us who we are as human beings. We feel it through the deep relationships we establish, what we create, what we produce. One of the breakthroughs initiated by the industrial revolution is that the human being, which is a small part of everything, does not feel belong to anything. If everyone is only part of a small cycle in the production, distribution, communication of a product, how can people internalize themselves with this product? Especially in today’s fast-running world. What do we really belong to? What kind of change and production are we a part of? “PURPOSE” is what especially the people of the Y Generation, whose name comes from WHY, and the ones that come after them want to feel the most in life.

So that even large corporate companies integrate the purpose of their main strategy.

PURPOSE has two definitions.

1. The ultimate purpose that exceeds yourself. For example: to increase creativity in the world, to make good life accessible, to increase sharing…

2. The purpose to achieve a goal: Profitability, business growth…

In fact, it is such a cycle that the more your purpose accelerates, the more good you make for the world. The more good you make for the world, the more your profitability increases and your business grows.

These times when we have a lot of things taken away from us and we are alone with ourselves will bring the question of “What do I want to do in this life, where do I position myself in this world?” even more.

Hopefully, this transformation of capitalism will accelerate with the rise of purpose.

I will share other trends accelerated by the Coronavirus next week.

Stay healthy.