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We are living through a time of great uncertainty. The years 2020 and 2021 have been an era of pandemic (COVID-19), social unrest (Protests about police violence and racism), and wildfires and hurricanes (a result of Climate Change?). All of these events would have been difficult—if not impossible—to predict before they happened. But now that we are in the midst of these events, many of which are continuing to continue to last over long periods of time, marketing teams have had to re-evaluate and quantify the risk that they represent to their business, and to incorporate risk analysis around these events into their strategic plans and updated marketing tactics. Discussion Question: How do you think current event(s) are impacting business this year? How do you think Marketing Departments are being affected? What might they be doing in response? Please comment on one or more ways that you think a marketing professional might begin to assign probabilities and risk assessments to these previously unexpected impacts. While you can feel free to share your own thoughts and musings, you are also welcome to find an actual story about a real company, or bring in some other links to articles and references that support your stance (outside sources optional).