The world has been turned upside down by the largest public health and economic crisis in living memory. The Covid-19 pandemic has spurred governments, financial institutions and brands into a frenzy of action to save lives, and to protect livelihoods and bottom lines. Economic and fiscal rulebooks have been rewritten overnight, and business models have rapidly adjusted to stay relevant – and afloat – in response to a “black swan” crisis, the likes of which the world has never seen before.