The New Normal

Is this the new normal?  No.  This condition is not sustainable in the long term, so it can’t become the new normal.  The present condition is simply a bridge between the old normal and what will become the new normal.

We all pretty much understood the old normal, or where we didn’t fully understand it we learned to live with it.  Some parts of the old normal were good, some not so much so.

In trying to get a handle on what the new normal may look like there are a lot of factors that must be thrown into the mix.  Here are just a few:

  • About 70% of the GDP is consumer spending.  For the economy to become healthy again people need to have income and spend a large portion of it.
  • 50% of the stores in malls have not paid their rent for April.  That is likely to increase in May.  Major malls are typically heavily financed and that amount of lost rent will likely cause some large malls to fail.  Strip malls are even more at risk because most of the tenants are small businesses that don’t have large reserves.
  • Half of the hotels have closed and more are likely to do so.  Occupancy is down 30% and in many cases even more.  Four million jobs have been lost and the industry is losing over $1,400,000,000 per week in revenues.
  • Those restaurants that remain open for business are in most locales only operating on a limited basis of delivery and drive-through services.  7 million jobs have been lost and that is likely to double.  Restaurant revenues are down $2,250,000,000.
  • The majority of hotels and restaurants are franchises and those franchisees don’t always have large reserves to shore up a failing business.
  • The remainder of the service industry is virtually closed including airlines, cruise ships, and entertainment venues.
  • 41% of households do not have enough savings for 3 months.  To compound that household debt is huge in part because of the buying frenzy of new trucks and SUVs over the last two years.  Often those were financed for 7 years allowing people to buy vehicles they could not really afford.  Add to that student debt and credit card debt with high-interest rates and the fact than many have not fully recovered from the great recession of 2008-15.
  • Over 28,000,000 million people (increasing by the day) have lost their jobs at least temporarily and the $1,400 per person ($500/dependent child) is not enough to fill the gap of lost income.
  • Small businesses employ 60% of the workforce and most of these companies have less than 2 months of cash reserves.  Many of these will simply not reopen even with temporary help from the government.  Again, many of these small and mid-sized companies are not fully recovered from the great recession.
  • There are approximately 1,800,000 truckers in the U.S.  Most of those typically haul freight and fuel and many of those are independent contractors.  The 350 freight companies report revenue is down 80%.  That means many of those independent truckers have their very expensive rigs sitting by the house doing nothing.

So, having said all that what will the new normal look like?  What can we expect as we transition into the new normal?

My crystal ball (yes, I actually have one on my desk) is ominously quiet on the matter.  However, I think some probabilities can be projected.

There is likely to be a rash of new births and also an increase in divorces in the coming months.

Stong companies that are well entrenched in internet marketing such as Amazon and Walmart will hire hundreds of thousands of new employees.

Companies, both large and small, that have weak balance sheets will fail.  Those failures will encompass almost all types of businesses in virtually all industries.  Examples are likely to include J.C. Penny and Ruby Tuesdays.

There will be a new and heavy push to become more self-reliant as a country.  The scope of our dependence on other countries in critical areas such as food processing, drugs, health supplies, and equipment, and even breweries is only now beginning to be widely noted.

There is likely to be a rash of real estate foreclosures in both commercial and residential sectors.  Adding to the retail space issues we will see many office buildings in trouble as companies find that they don’t need all that space and will continue to engage higher percentages of their staff to work from home, at least part of the time.  Residential failures will be particularly heavy in the second home market.  Many condos and second homes were viable only when they could be rented during vacation seasons.  As that market dries up the second home will become an albatross that must be unloaded.

Finally, there are likely to be major changes in our manufacturing and processing of food products.  The ownership of large segments of our food sources and processing plants will, as noted be an issue.  But, the rethinking of our packaging issues will need to be considered.  One of the recent problems with our food chain was the inability of many processing plants to retool.  Some 50% of our processed foods go to restaurants, schools, and other large quantity buyers.  As those markets dried up in this pandemic the processing plants simply couldn’t adapt to the retail grocery market.  Few households buy 50# bags of rice, beans, or baking potatoes.  They don’t by #10 cans of diced tomatoes, soup bases, or flats of tomatoes.

Cleaning standards for all public venues will be redefined including theme parks, hotels, restaurants, and even retail shops.

I agree with President Trump that there will be a very large pent-up demand when the bans are lifted.  The question though is how anxious will we be to get back in the game, go to the restaurants, hotels, theatres, and sporting events?

How much will our attitudes and priorities have changed and how long will those changes dictate our behavior?


Ken Vincent
Ken Vincent
KEN is a 46 year veteran hotelier and entrepreneur. Formerly owned two hotels, an advertising agency, a wholesale tour company, a POS company, a leasing company, and a hotel management company. The hotels included chain owned, franchises, and independents. They ranged in type from small luxury inns, to limited service properties, to large convention hotels and resorts. After retiring he authored a book, “So Many Hotels, So Little Time” in which he relates what life is like behind the scenes for a hotel manager. Ken operated more that 100 hotels and resorts in the US and Caribbean and formed eight companies. He is a firm believer that senior management should share their knowledge and experience with the next generation of management.

DO YOU HAVE THE "WRITE" STUFF? If you’re ready to share your wisdom of experience, we’re ready to share it with our massive global audience – by giving you the opportunity to become a published Contributor on our award-winning Site with (your own byline). And who knows? – it may be your first step in discovering your “hidden Hemmingway”. LEARN MORE HERE


  1. Ken, great insights. Right now whatever becomes the new normal will be in the details. I appreciate stepping through so many of them by reading your article.

    What we all have in common is experiencing an environment of total uncertainty. Different impacts, depending on your situation. Yet each of us lives with tremendous uncertainty about what’s next.

    Where we as a society go from here requires attitudes of courage, kindness, compassion and gratitude. Prioritizing relationships! Stepping out in courage. Seeking one way to be kind in this moment. And repeating. Considering others with compassion . . . and compassionate self care. Practicing gratitude consciously.

    Thanks for your thoughtful reasoning and examples.


  2. Thank you for this Ken. I think many of your predictions have merit. As a therapist, I am blessed to be doing Teletherapy, and most of my clients are gainfully employed. With that said, I fear the aftereffects have only just begun. I appreciate your insights. Hopefully, people will not take our blessings for granted.💖

  3. I subscribe to your considerations.
    Certainly normality cannot be what we are experiencing now. I tried to imagine an after and I also wrote something, but I confess it is difficult to imagine what and how many changes we will have to make and if they will be really useful. Perhaps we can reflect on some lessons that we must learn from these events.
    We are experiencing the loss of almost everything we took for granted until recently. We have lost the freedom to move, the individual ability to decide. We have lost human contact with others. We have lost the certainty that the protection of health is always guaranteed to us: today it is an objective question of unavailability that makes it not obvious for many of us. We have lost the most unmissable right of all: to stand next to those we love in the suffering or in die. To stay with them even afterwards. Whiel we keep intact the hope that all this will end we ask ourselves when we return to “normal”!!
    But we have an intelligence, that is expressed concretely in scientific research, hygiene, social progress and environmental protection. All things within our reach. So, we must not go back to normal: instead we must go on and change almost all of our societies, because otherwise this experience, the most formative that the modern world has ever had the opportunity to live, will have served to hurt us a lot, without however teaching us nothing.
    Thank You.

  4. Thought-provoking words, Ken. I worry that people will allow anxiety and fear to overtake them in the “New Normal” that hasn’t been born yet. I’m working extra hard to keep positivity and gratitude at the forefront of everything I do and keep it on the radar of everyone I come in contact with because I think your observations and predictions are very realistic, and we need hope and optimism to come through this with any sort of viable upswing.

  5. My friend Ken, your astute observations and forecasts are right on. I nominate you for the next Secretary if the Treasury or for the next Chairman of the Federal Reserve. You would waste your time and talent as the next President of the World Bank.

    PS: Shark Tank just might appeal to you?