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Barbara Baarsma
Barbara Baarsma is chief economist of PwC Netherlands and in this role, heads PwC's chief economist office. Since 2009, she has been a professor of Applied Economics at the University of Amsterdam. In addition, she holds various other societal positions. She is the chair of the Bank Council of the Dutch Central Bank (DNB) and a member of the Dutch Committee for Entrepreneurship. Before joining PwC, Barbara worked, among others, at Rabobank.
Megatrends
PwC has identified five global megatrends that are permanently changing the world: climate change, technological disruption, demographic shifts, fragmented world and social instability. These are structural developments that confront citizens, businesses, organisations and governments with major issues and dilemmas. Almost a decade has passed since the PwC network identified these megatrends. Looking back, we see that the speed of change has been greater than we foresaw at the time, mainly because the megatrends influence and reinforce each other. Each megatrend influences the social challenges (further elaborated in the ADAPT framework) facing the world.
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ADAPT
The world is continuously changing. Megatrends such as climate change, the potential of technology, demographic developments and economic and political power shifts continue to re-shape our world. Governments, organisations and citizens are struggling with how to respond. We have developed the ADAPT framework to help them with this. ADAPT summarises urgent, global issues to which governments, companies, organisations and individuals must find an answer in the coming years. COVID-19 has accelerated these trends and made them more visible.
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