41_European_Business_Magazine_Summer_2021

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nflation has risen recently in Europe. Increasing from 2.1% to 2.5% in the last month, its at its highest level for nearly three years. Is the economy running into trouble or is it starting to grow again? Evidence is mounting that the recovery is strong. The result should be a significant reopening of businesses and a potential boom. However, public debt is at record levels and low interest rates may rise. The pandemic-induced demand shock and the lockdown-induced supply shock are temporary, but the re-opening of the economy raises concerns that long dormant inflation will soon resurface. Once the pandemic has ended, households will travel, go to concerts and eat in restaurants, and companies will supply goods and services again. Will there be inflation or deflation in the post-Covid-19 world? Business investment plunged in early 2020, causing a sudden shutdown of most sectors of the economy, including travel, food and accommodation, and the economy is still recovering. Will the surge in government spending, combined with higher growth and lower unemployment lead to inflation? Much may depend on coronavirus

in Europe and whether a new wave arrives, since this could potentially choke off the recovery and keep inflation under wraps. In the UK alone, two million people have registered for benefits, a figure we will see across Europe. Experts point to employment eventually recovering to its previous levels once the pandemic has passed, but a virtual economy may well be cheaper and less labour-intensive than the old, traditional economy. As new business models are adopted, old jobs are destroyed. Labour markets will be divided between those workers who have reskilled for the jobs that have been created by the pandemic, and those who are not. As economies recover, people will get back to work but the very gradual lifting of the lockdown means the recovery will gradual too, so inflationary pressures may remain subdued. Uncertainties are likely to remain raised, which will discourage investment, but demand is collapsing because of the lockdowns, causing prices to come down rather than go up. The argument for inflation: Having seen prices climb higher, workers demand higher wages which causes an increase in both wages and then

prices. Debt and quantitative easing on the economy will inject money into the marketplace and stimulate spending. Another reason for potential inflation is lower interest rates. Money is affordable to borrow, typically leading to more of it making its way into the economy. As unemployment begins to fall and consumer confidence recovers, this stifled demand should boost spending and feed into higher inflation. The no-expense-spared fight against Covid-19 has put developed economies on course for rising prices on a scale they haven’t seen in decades. When an economy is shut down and reopened, supply will not be ready to meet demand. We shouldn’t be surprised to see a spike in prices. The argument for deflation: While prices are certainly accelerating faster than expected, the pressure will soon subside. Unemployment may lower consumer demand for goods and services because people can’t afford them. There may also be an unwillingness to return to normal until there’s more data supporting the vaccine’s effectiveness. The virus is aggravating the conditions of the past decade—when deflation, rather than overheating, has been the big threat. Inflation was low before the pandemic and this will not change once life returns to normal. Experts on both sides of the Atlantic say that these price rises are a temporary consequence of the whiplash effect of the COVID-19 pandemic on demand. Supply chains have been disturbed by demand first collapsing and then surging back, making prices very volatile. On this basis, inflation will settle down once the pandemic abates. Conditions like economic and financial crises, wars, increasing geopolitical risks and pandemics directly affect investor choices, and thus the market. And while global growth is fast returning, a quick and sustained recovery may well be accompanied by a pick-up of inflation. europeanbusinessmagazine.com 65


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Articles inside

Cambridge Judge Business School Collaborates with Esme Learning to Launch Executive Education Online Programmes in Startup Funding, RegTech

5min
pages 90-94

How to design and build a ‘sticky’ app

4min
pages 88-89

Global Digital Business Identity Initiative Launches to Boost Financial Inclusion for African Businesses

6min
pages 83-85

Why manufacturers should now plan their Covid exit strategy and what to consider

5min
pages 80-81

18 thousand people in the world have left extreme poverty thanks to impact Market, a new blockchain startup for social impact

2min
page 82

Almost half of consumers are ‘scared’ of open banking

4min
pages 78-79

As cities fill tech gaps, power of smart cities unleashes, report finds

4min
pages 76-77

Does Central Bank Currency Spell The End For Crypto?

5min
pages 74-75

AI In Banking: Hype Or Revolution

5min
pages 72-73

How the Union is stifling economic development and why Europe will never flourish under the EU

6min
pages 70-71

Global Debt at Risk of “Qualitative Change”

4min
pages 68-69

Building a finance function from the ground up

3min
pages 56-57

Post Covid: To Inflate or Deflate?

3min
page 65

Digital Confidence Will Play A Critical Role In Allowing Businesses

4min
pages 54-55

Big Tech Gets Bigger

3min
page 45

Is The Future Of Currency Centralised Or Decentralised?

5min
pages 46-47

Driving sales in a transformed business world

18min
pages 48-53

HOW SEARCH ENGINES REALLY WORK

24min
pages 58-64

Why Is Big Data So Important?

5min
pages 66-67

How have business priorities changed pre- and post-Covid?

5min
pages 42-43

UK calls for independent consultants to help drive pandemic recovery

2min
page 44

A New Global Business Model for A New Era of Global Business

5min
pages 36-37

The Best Tax Software Available And Why Multinationals Are Using Them For Cross Border Payments

4min
pages 38-39

Taxing Big Tech

3min
pages 34-35

Gymshark: The Fitness Brand Phenomenon

4min
pages 40-41

Tax: Rewriting the Rules

7min
pages 31-33

Italy may have no unicorn startups - but you shouldn’t be fooled by it

3min
page 30

European Business Magazine catches up with Oliver Werneyer

5min
pages 26-27

Delusion, Deceit or Neither?

6min
pages 22-23

News

10min
pages 10-14

Hattie Whiting, ForwardPMX

2min
page 15

A Rainbow in the Rain

4min
pages 20-21

First Stop Shop

2min
page 18

Hybrid working will create a resurgence in data analytics Here’s how to get on board

5min
pages 24-25

Why businesses need to be focusing on sustainable transformation not digital transformation

4min
pages 28-29
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