01 I will survive Copyright © 2022 Accenture. All rights reserved. 2 Waves of crises, one after the other, have come in to change people’s day-to-day lives. For some, crisis isn’t new but for others, it’s extremely destabilizing. People’s response to crisis is always (eventually) to adapt. As growing numbers of people internalize instability as a norm, the way they adapt will affect what they buy, and how they view brands and their employers—so companies need to be ready. + surreal, algorithm version 4, change 100 Permacrisis and human adaptability