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Everything is connected. Nature itself thrives on an intricate web of interdependence, with every element—including human beings—complexly intertwined. Now, this fundamental fact is being further reinforced by new findings on COVID-19. The <keyword id="8858345" type="General" weightage="20" keywordseo="SARS-CoV-2" source="Orion">SARS-CoV-2</keyword> virus initially jumped from animals to humans, triggering a pandemic on the global stage. As cases multiplied across populations worldwide, humans have ended up spilling the virus back into the wildlife, leading to new outbreaks among various animal species. Genetic analysis of <keyword id="6383885" type="General" weightage="20" keywordseo="wild-animals" source="Orion">wild animals</keyword> has revealed not only the presence of SARS-CoV-2, but also the emergence of unique <keyword id="22599311" type="General" weightage="20" keywordseo="viral-mutations" source="keywords">viral mutations</keyword>. These mutations show a close relationship to the variants circulating among humans, illustrating the ongoing exchange between our species and wildlife. <cmsannotation type="cmsannotation" annotationid="Nature’s COVID-19 cycle: From wildlife to humans and back again" comment="subhead" text="Nature’s COVID-19 cycle: From wildlife to humans and back again">Nature’s COVID-19 cycle: From wildlife to humans and back again</cmsannotation> The study by Virginia Tech involved analysing 798 nasal and oral swabs from animals trapped in the field or treated at wildlife rehabilitation centres across Virginia, US, along with 126 blood samples from six species. This research, recently published in Nature Communications, aimed to track the virus’s presence in animals from both urban and remote areas. The findings are revealing: the virus was detected in deer mice, Virginia opossums, raccoons, groundhogs, Eastern cottontail rabbits and Eastern red bats. Notably, one opossum exhibited viral mutations not previously reported, which could influence human health and immune responses. Exposure rates varied by species, ranging from 40% to 60%. The study also noted a peculiar finding: two mice at the same site on the same day carried identical viral variants, suggesting possible direct transmission between them, or from a common human source! The highest rates of virus exposure were observed in animals near hiking trails and high-traffic areas, indicating that human activity is a significant factor in the spread to wildlife. The exact transmission pathways remain unclear, with possibilities including wastewater or discarded food. However, researchers emphasise that while the virus is spreading to wildlife, there is no evidence of reverse transmission from animals to humans. <div type="Article" hostid="261" msid="112014490" title="Cows are now spreading bird flu to each other — here&amp;#39;s why that&amp;#39;s problematic for humans" mstype="2" mssubtype="0"></div>Carla Finkielstein, a professor of biological sciences, describes the virus' behaviour as akin to “a hitchhiker switching rides to a new, more suitable host”. With humans largely protected by vaccines, the virus—with the sole goal of spreading and surviving—is adapting and mutating to thrive in animal hosts. Although this study is limited to Virginia, the species affected are found throughout North America. This means the findings may also be applicable to other countries and continents to a certain extent. Moreover, this research doesn’t just highlight the novel mutations in SARS-CoV-2, but also underscores the broad host range of the virus. Therefore, researchers stress the urgent need for extensive surveillance to monitor the virus' impact on wildlife and its potential implications for vaccine development.

Humans are spilling the COVID-19 virus back into wildlife! Study finds widespread infection in backyard animals

The far-reaching consequences of the <keyword id="19955291" type="General" weightage="20" keywordseo="COVID-19-pandemic" source="keywords">COVID-19 pandemic</keyword> have reshaped humanity’s future in ways we are only beginning to understand. This global health crisis didn’t just disrupt lives—it also shattered nearly a decade of global health progress, a startling new report by the <keyword id="19902256" type="General" weightage="20" keywordseo="World-Health-Organisation" source="keywords" meta.keywordsubtype="org" meta.entityname="World Health Organisation" meta.hostid="261" meta.entityid="World Health Organisation">World Health Organisation</keyword> (<keyword id="19895006" type="General" weightage="20" keywordseo="WHO" source="keywords" meta.keywordsubtype="org" meta.entityname="WHO" meta.hostid="261" meta.entityid="WHO">WHO</keyword>) has revealed. According to the <keyword id="21164185" type="General" weightage="20" keywordseo="World-Health-Statistics" source="keywords">World Health Statistics</keyword> 2024 report, the <keyword id="8763838" type="General" weightage="20" keywordseo="COVID-19" source="Orion">COVID-19</keyword> pandemic reversed over a decade of advancements in <keyword id="21716169" type="General" weightage="20" keywordseo="global-life-expectancy" source="keywords">global life expectancy</keyword> within a mere two years. From 2019 to 2021, <keyword id="14078" type="General" weightage="100" keywordseo="life-expectancy" source="Orion">life expectancy</keyword> worldwide plummeted by 1.8 years, dropping to 71.4 years. Similarly, global <keyword id="21842689" type="General" weightage="20" keywordseo="healthy-life-expectancy" source="keywords">healthy life expectancy</keyword> decreased by 1.5 years, falling to 61.9 years. The last time both these levels were so low was back in 2012! The report also underscores the uneven impact of the pandemic across different regions. The WHO regions of Southeast Asia and the Americas were hit the hardest, experiencing a decline in life expectancy by approximately three years and a drop in healthy life expectancy by 2.5 years between 2019 and 2021. In stark contrast, the Western Pacific Region saw minimal effects during the same period, with losses of less than 0.1 years in life expectancy and 0.2 years in healthy life expectancy. Furthermore, COVID-19 swiftly became a leading cause of death, ranking as the third highest globally in 2020 and the second in 2021, claiming nearly 13 million lives during this period. The latest data indicates that, except in the African and Western Pacific regions, COVID-19 was among the top five causes of death, notably becoming the leading cause of death in the Americas for both years. “There continues to be major progress in global health, with billions of people who are enjoying better health, better access to services, and better protection from health emergencies. But we must remember how fragile progress can be,” said Dr Tedros Adhanom Ghebreyesus, WHO Director-General. “In just two years, the COVID-19 pandemic erased a decade of gains in life expectancy. That's why the new <keyword id="21604359" type="General" weightage="20" keywordseo="pandemic-Agreement" source="keywords">Pandemic Agreement</keyword> is so important: not only to strengthen global health security, but to protect long-term investments in health and promote equity within and between countries.” The new Pandemic Agreement, also known as the ‘Pandemic Accord’ or ‘Pandemic Treaty’, is an international pact currently under negotiation by the 194 member states of the WHO. This accord aims to enhance global readiness and response to pandemics, ensuring the world can effectively prevent, prepare for, and respond to future health crises. The negotiation process is spearheaded by the Intergovernmental Negotiating Body (INB), established by the <keyword id="20294860" type="General" weightage="20" keywordseo="world-health-assembly" source="keywords">World Health Assembly</keyword> in 2021. The INB's goal is to finalise the agreement for adoption at the 2024 World Health Assembly, scheduled from May 27 to June 1 in Geneva, Switzerland. This year's Health Assembly theme, ‘All for Health, Health for All,’ underscores the universal commitment to this crucial initiative.

COVID-19 pandemic caused global life expectancy to fall back to 2012 levels, erasing a decade’s worth of progress: WHO

<ul class="summary-list"><li>Brian Chesky, a former hockey player and industrial design student, is <a target="_blank" href="https://www.forbes.com/profile/brian-chesky/?sh=67d0629444d3">now worth $7.9 billion</a>.</li><li>Chesky started Airbnb after renting out his apartment to conference-goers who couldn't find a hotel.</li></ul>Brian Chesky has helped Airbnb bounce back from many obstacles — and built his Silicon Valley legacy along the way.The now-43-year-old CEO majored in industrial design at the prestigious Rhode Island School of Design and also dabbled in hockey and bodybuilding in his 20s.After graduation, an idea he hatched with his San Francisco roommate Joe Gebbia blossomed into tech unicorn Airbnb, which has positioned Chesky as one of Silicon Valley's key players.As of August 2024, Airbnb is worth nearly $73 billion. It had its first profitable year in 2022, and has become synonymous with short-term rentals across the US.Still, the company's stock fell a record 14% in the second quarter of 2024, and <a target="_blank" class="" href="https://markets.businessinsider.com/news/stocks/airbnb-stock-price-consumer-demand-slowing-inflation-travel-pandemic-spending-2024-8">Airbnb noted in its earnings call</a> that travelers aren't booking as many stays.Chesky owns an estimated 11% of the short-term rental giant. His current net worth is $7.9 billion, according to <a target="_blank" class="" href="https://www.forbes.com/profile/brian-chesky/?sh=67d0629444d3">Forbes</a>, which also ranked him as one of the most eligible billionaires in the world alongside Kim Kardashian and Elon Musk.Here's how Brian Chesky, an upstate New York native, became one of the richest young tech founders in America.<h2 id="d229cff2-2c44-4ed3-928c-6af27d384255">Before running Airbnb, Chesky attended art school</h2>Chesky grew up in Niskayuna, New York, north of Albany. He was into hockey, and he also liked to draw and design new versions of Nike sneakers, which turned into an interest in art.Chesky's high school yearbook quote was, "I'm sure I'll amount to nothing." He thought it was funny — his dad didn't.In 1999, Chesky attended Rhode Island School of Design, where he served as captain of the hockey team and studied industrial design.At RISD, Chesky met Joe Gebbia, with whom he would eventually cofound Airbnb. Right before graduation, Gebbia reportedly pulled Chesky aside and said, "Before you get on the plane, there's something I need to tell you. We're going to start a company one day, and they're going to write a book about it," Fortune <a target="_blank" class="" href="https://fortune.com/longform/brian-chesky-airbnb/">reported</a>.<h2 id="abd9e7b9-adfe-4a41-abd9-bce2ff8658fb">It all started as a quick way to make cash</h2>He eventually moved to San Francisco and in with Gebbia, but the two unemployed grads soon ran out of cash.Then, when a design conference came to town in October 2007 and caused all the hotels to sell out, Gebbia pitched Chesky the idea of renting out their space to those who couldn't find a place to stay — a "designer's bed and breakfast."The roommates ended up housing three people that weekend, offering up air mattresses and floor space, as well as Pop-Tarts for breakfast.A few months later, Gebbia and Chesky were joined by their engineer friend, Nathan Blecharczyk. Together, the three guys started what was then called <a target="_blank" href="http://Airbedandbreakfast.com">Airbedandbreakfast.com</a> in August 2008. Chesky "gravitated naturally to the role of leader," Fortune wrote in 2015.<h2 id="730ed8fb-268e-48f2-8b59-8183521d5ee6">Things took off for Airbnb in the 2010s</h2>Since then, Airbnb has not only shortened its name but has listings in more than 220 countries worldwide. The company has served an estimated 1.5 billion guests since its 2008 launch.In 2015, Chesky was named as one of the most influential people alive in <a target="_blank" class="" href="https://time.com/collection/2015-time-100/">Time 100</a>. <a target="_blank" class="" href="https://www.businessinsider.com/jony-ive-airbnb-brian-chesky-time-100-list-2015-4">Apple's former design chief, Jony Ive,</a> wrote at the time that Chesky's "audacity is fabulous."Chesky is not married, though he was previously in a relationship with artist Elissa Patel. He has two golden retrievers named Sophie and Sandy.<h2 id="38a076e1-a0d8-421f-9da4-2059bc3e11b6">The pandemic caused ups and downs for the company</h2>Fast forward to February 2020, when cancellations began rolling in due to a mysterious virus. Chesky and his team were three weeks away from filing for Airbnb's IPO.The early days of the pandemic seemed grim. Airbnb's revenue plummeted 80% due to <a target="_blank" class="" href="https://www.businessinsider.com/airbnb-ipo-goldman-sachs-pandemic-2022-7">COVID-related travel restrictions</a>. The company burned through its cash reserves and opted to raise $2 billion in debt and equity financing to stay afloat. Its valuation, previously $31 billion, slipped to $18 billion.<a target="_blank" class="" href="https://www.businessinsider.com/airbnb-boss-laid-off-staff-pandemic-asked-ceos-hire-thousands-2023-10">Airbnb laid off 1,900 employees</a>, about 25% of its full-time staff. Employees said they felt betrayed, but Chesky was also praised for his handling of the situation. Workers were given generous severance packages, and Chesky offered to help find them jobs elsewhere.He reflected on the firings during an appearance on <a target="_blank" rel=" nofollow" href="https://www.youtube.com/watch?v=ia6Di_ytiSE">The Diary of a CEO podcast with Steven Bartlett</a> in 2023."This is how I want to be remembered. I only remember that when I'm in peril, we're in our darkest hour, I'm not just worrying about how we will survive, I'm trying to call CEOs of other companies to see if they can hire our people," Chesky said.But then travelers burned out from lockdown turned to <a target="_blank" class="" href="https://www.businessinsider.com/vacation-rentals-jump-127-percent-april-may-domestic-travel-surge-2020-5">Airbnb over traditional hotels</a>. Bookings bounced back by as much as 127% between April 2020 and May 2020.<h2 id="06fce8ec-091e-4bbf-a018-d35129707d79">Airbnb goes public</h2>Airbnb went public on December 10, 2020, under the Nasdaq ticker symbol ABNB. Barron's called it a "blockbuster" IPO. On its first day of trading, the company was valued at $86 billion, <a target="_blank" class="" href="https://www.businessinsider.com/airbnb-ipo-valuation-tops-three-hotel-chains-combined-opening-day-2020-12">more than hotel rivals Marriott, Hilton, and Intercontinental combined</a>.Between 2020 and 2022, when interest rates were relatively low, many people bought homes to use as <a target="_blank" class="" href="https://www.businessinsider.com/millennials-first-homes-are-ones-they-rent-out-on-airbnb-2022-4">investment properties</a>, planning to rent them out on Airbnb and other short-term-rental sites to help cover their mortgages or simply make extra money.Demand for travel and experiences surged— so much so that Airbnb recorded its first profitable year in 2022, with a $1.9 billion profit. (It lost $352 million in 2021.)<h2 id="08c2048b-dd4b-4ead-ac82-e1a390b2d4e2">Chesky gives back often</h2>Chesky and Airbnb's two other cofounders publicly signed the Giving Pledge in 2016, a philanthropic initiative started by <a target="_blank" class="" href="https://www.businessinsider.com/billionaires-join-the-bill-gates-and-warren-buffet-giving-pledge-to-give-away-their-wealth-2016-6">Warren Buffett, Bill Gates, and Melinda French Gates</a>. By doing so, they promise to donate more than half of their wealth within their lifetimes.In 2022, Chesky personally donated $100 million to the Voyagers Scholarship run by former <a target="_blank" class="" href="https://www.obama.org/press-releases/the-obamas-and-brian-chesky-announce-the-inaugural-cohort-of-voyager-scholarship-recipients/">President and First Lady Obama</a>, which awards $50,000 in tuition for college juniors pursuing public service. Airbnb provides housing to recipients for summer internships and post-grad travel.When Russia invaded Ukraine in February 2022, Chesky announced the company would work to house 100,000 refugees with free two-week stays.In November 2022, <a target="_blank" class="" href="https://www.businessinsider.com/airbnb-ceo-brian-chesky-home-listing-free-aircover-guest-verification-2022-11">Chesky listed a guest room </a>in his home on Airbnb, featuring a queen-sized bed and a piece of Airbnb history: the novelty cereal boxes that Chesky sold in 2008 to fund the early days of the company. Chesky told outlets he would make cookies and go to the gym with guests.<h2 id="f8474071-426e-4de9-baaf-881789cfc349">Short-term rental crackdowns and layoffs plagued Airbnb after its profitable year</h2>Countless other real-estate firms conducted mass layoffs due to the cooling housing market. In March 2023, <a target="_blank" class="" href="https://www.businessinsider.com/real-estate-tech-layoffs-25-companies-that-have-laid-people-off-2022-7">Airbnb cut 30% of its recruiting staff</a>, representing 0.4% of its total headcount of 6,800.In August — amid protests from locals — <a target="_blank" class="" href="https://www.businessinsider.com/barcelona-airbnb-ban-florence-amsterdam-lisbon-are-regulations-working-2024-8">Barcelona</a> said it would push to fully ban and eliminate all of its registered short-term rental listings by 2028. Elsewhere, cities like New York, Tokyo, and Vancouver now require hosts to live in the units they're renting out.During its Q2 earnings call, Airbnb told investors that its marketing costs would grow faster than revenue in Q3."Kicking up marketing spend at a moment when demand is softening tends to be the ultimate backbreaker for an internet stock in our experience," analysts from RBC wrote in a note.This story was originally published in 2016. It was last updated in September 2024.

The rise of Airbnb CEO Brian Chesky, who overcame the COVID-19 travel slump and is now leading the company through rental crackdowns

Not allowing yourself to be peer-pressured into downloading those tiresome dating apps may be the first best precaution you can take to protect your heart. Getting vaccinated for COVID-19 may well be the second, it turns out. A new international study examining the effects of vaccines on millions of patients in the UK, Spain and Estonia found that being vaccinated may be the trick to a healthier heart. In the first month after infection, the researchers found that the risk of <keyword id="25186" type="General" weightage="20" keywordseo="blood-clotting" source="Orion">blood clotting</keyword> plummeted by a whopping 78% in the limbic veins and 47% in the arteries of the vaccinated individuals. Avoiding these complications helped more than halve the <keyword id="32031" type="General" weightage="20" keywordseo="heart-failure" source="Orion">heart failure</keyword> risk among vaxxers compared to the non-vaccinated. <cmsannotation type="cmsannotation" annotationid="What does blood clotting have to do with COVID?" comment="subhead" text="What does blood clotting have to do with COVID?">What does blood clotting have to do with COVID?</cmsannotation> Unfortunately, just having blood inside your body isn’t enough to help you survive; the stuff needs to constantly move and slosh through your blood vessels, transporting and depositing oxygen and other nutrients around like silt on a river edge. However, certain conditions — such as diabetes and obesity — can cause some of your blood to abnormally coagulate, forming giant blockages that prevent your veins and arteries from moving blood around efficiently. This places an extra burden on your heart, which can lead it to fail. Research has shown that COVID-19 infections have the capability to cause unusual blood clots in multiple parts of the body, including the lungs and the legs. This can lead to organ failures, <keyword id="6357661" type="General" weightage="20" keywordseo="heart-attack" source="Orion">heart attack</keyword> and <keyword id="25191" type="General" weightage="20" keywordseo="stroke" source="Orion">stroke</keyword>. Fortunately, simply taking a wee bit of time off to get yourself jabbed by the <keyword id="24209" type="General" weightage="20" keywordseo="vaccine" source="Orion">vaccine</keyword> helps tremendously, it turns out. It wasn’t just heart failure and stroke; being vaccinated also reduced the risk of developing other heart-related diseases. This included scary conditions such as heart attacks and ventricular arrhythmia (an abnormal heartbeat), although this shield only persisted for the first 30 days after the infection. Despite not being at peak efficacy, the vaccine’s protection was potent enough to slash risk of heart failure by nearly 50% for up to a year after vaccination, the study found. This showed that even as the protective halo of the vaccine waned over time, it still continued to pack a punch. <cmsannotation type="cmsannotation" annotationid="Will this squash the vaccine side-effect debate?" comment="subhead" text="Will this squash the vaccine side-effect debate?">Will this squash the vaccine side-effect debate?</cmsannotation> There has been a second-wave of reluctance to take the COVID-19 vaccine, majorly due to concerns of long-term complications that can arise from them. The important thing to note is that while the vaccine can lead to heart issues in some people, it only takes place in extremely rare circumstances. Conversely, one study even showed that vaccination reduced the risk of long-COVID by a massive 67%. The researchers thus hope that these positive heart-related findings will help clear any vaccination hesitations among sceptics. However, more studies need to be conducted to conclusively understand the protection offered by booster doses in different populations. "Our findings probably reflect the fact that the vaccines are effective in reducing infection, and minimise the risk of severe COVID-19," explains study author Núria Mercadé-Besora. "These results could encourage COVID-19 vaccination among hesitant people who are worried about the potential risk of vaccine side effects." The findings of this study have been published in Heart and can be accessed <a href="https://heart.bmj.com/content/early/2024/01/24/heartjnl-2023-323483" data-type="tilCustomLink">here</a>.

COVID-19 vaccine can slash risk of post-infection heart failure by half, study finds

<ul class="summary-list"><li>The climate crisis is affecting business across industries, and the art market is no exception.</li><li>Art investors, collectors, and curators can take steps to build more sustainable portfolios.</li></ul>In an era when the climate crisis is <a target="_blank" class="" href="https://www.businessinsider.com/extreme-weather-biggest-concern-business-leaders-politicians-world-economic-forum-2024-1">redefining</a> business across industries worldwide, the art market is also faced with the need to adapt to the effects of <a target="_blank" class="" href="https://www.businessinsider.com/worlds-largest-carbon-removal-plant-iceland-climeworks-2024-5">rising emissions</a>.<a target="_blank" class="" href="https://www.businessinsider.com/climate-change-migration-where-moved-escape-natural-disasters-extreme-weather">Extreme weather events</a>, <a target="_blank" class="" href="https://www.businessinsider.com/more-expensive-cool-home-this-summer-extreme-heat-energy-bills-2024-6">temperature fluctuations</a>, and pollution are no longer abstract concerns but tangible threats to the longevity of art collections. Pollutants such as sulfur dioxide and nitrogen oxides, produced from fossil fuel combustion, can <a target="_blank" href="https://www.jstor.org/stable/1506270">cause pigments to degrade more rapidly</a> than in controlled environments. This could reduce both the lifespan and the <a target="_blank" href="https://www.theeditgallery.com/blog/7-factors-that-determine-the-commercial-value-of-art/">value</a> of artworks.As a result, some investors, collectors, and gallery curators in the art market are placing emphasis on environmental responsibility when assembling their portfolios — part of a practice called "<a target="_blank" class="" href="https://www.businessinsider.com/companies-still-doing-esg-work-despite-politics-criticism-2023-11">impact investing</a>."Hauser &amp; Wirth, a gallery at the forefront of this movement, has set a new precedent for major galleries by <a target="_blank" href="https://www.hauserwirth.com/sustainability/">committing to reduce at least 50%</a> of its greenhouse-gas emissions by 2030 by adopting <a target="_blank" class="" href="https://www.businessinsider.com/us-renewable-energy-transition-solar-electric-vehicles-hit-records-2024-2">renewable energy</a>, reducing freight travel, and <a target="_blank" href="https://www.hauserwirth.com/resources/36036-industry-collaboration/">collaborating</a> with climate-conscious artists who promote sustainable practices in the industry. The gallery's approach exemplifies how investors in the art world can adapt to and mitigate the effects of the climate crisis when curating their collections.From investing in artists who also prioritize environmental awareness to adopting renewable energy in art facilities, here are four green strategies for building a low-carbon art portfolio.<h2 id="eb55b99a-543e-4bfe-98c5-a5aa201f34dd">Invest in artists who promote environmental awareness</h2>Some artworks that tackle environmental themes have been <a target="_blank" href="https://www.christies.com/about-us/press-archive/details?PressReleaseID=10156">rising in market value</a>, as more collectors and galleries recognize the growing importance of backing artists whose work resonates with the <a target="_blank" class="" href="https://www.businessinsider.com/gen-z-climate-jobs-skills-gap-linkedin-2024-6">climate priorities</a> of younger generations.The value of art is often linked with its cultural relevance — aligning a portfolio with social-impact initiatives can elevate its worth by tackling current issues.For instance, <a target="_blank" href="https://www.bohnettfoundation.org/david-bohnett-bio/">David Bohnett</a>, a philanthropist and tech entrepreneur, is known for his contemporary art collection focused on social justice and sustainable art. His collection features notable figures like <a target="_blank" href="https://www.haring.com">Keith Haring</a>, an artist who championed LGBTQ+ rights, and <a target="_blank" href="https://www.instagram.com/robbieconal/?hl=en">Robbie Conal</a>, known for his street art critiquing societal and environmental injustices. Bohnett's portfolio, estimated to be worth <a target="_blank" href="https://labusinessjournal.com/news/weekly-news/former-internet-executive-social-causes-technology/">$300 million,</a> reflects a broader trend in which a growing demand for civic art, especially in niche markets, can drive value appreciation.<h2 id="c0c53a51-5816-44cd-a0ba-94f9de2cf87b">Reduce carbon emissions in transportation</h2>From public exhibits to private collections, the global transportation of art can significantly increase the carbon footprints of galleries, collectors, and investors — especially when air travel is involved.Our World in Data found that air travel is one of the <a target="_blank" href="https://ourworldindata.org/global-aviation-emissions">most carbon-intensive shipping methods.</a> Exploring transportation alternatives offers collectors an opportunity to make a substantial impact.The art collector <a target="_blank" href="https://affiliate.insider.com?h=92e88559d49ece5eda2f8562277f4b94f913cc23f9e8a016a985b0ef95f48097&amp;postID=66e3163c78044123bec3af96&amp;postSlug=art-investors-collectors-gallery-curators-build-sustainable-climate-portfolio-2024-9&amp;site=bi&amp;u=https%3A%2F%2Fwww.sothebys.com%2Fen%2Farticles%2Feco-revolution">Sibylle Rochat</a> opts for consolidated land transport that combines multiple shipments into one vehicle and sea freights that use fuel-efficient ships for long distances, both of which can significantly <a target="_blank" href="https://www.freightos.com/freight-resources/air-sea-freight-co2-emissions-calculator/#:~:text=How%20Much%20CO%E2%82%82%20Does%20A,ton%20per%20kilometer%20of%20transportation.">reduce</a> carbon emissions.<h2 id="474b1606-7596-45e5-9875-3a6bdb4ce3e9">Transition to renewable energy for art facilities</h2>Art storage facilities are designed to maintain optimal conditions for artworks, ensuring appropriate temperature, humidity, and lighting to prevent deterioration or damage.These sites traditionally rely on energy-intensive climate-control systems powered by fossil fuels. By transitioning to renewable energy sources like <a target="_blank" class="" href="https://www.businessinsider.com/fastest-growing-career-wind-technicians-job-salary-us-2024-6">wind</a> and <a target="_blank" class="" href="https://www.businessinsider.com/solar-careers-in-demand-workforce-shortage-2024-7">solar</a>, upgrading climate-control systems for greater energy efficiency, and adopting LED lighting that can cut energy <a target="_blank" href="https://www.energy.gov/energysaver/led-lighting">consumption by up to 75%</a>, collectors and gallery curators can reduce the environmental impact of their art storage.The art collector <a target="_blank" href="https://www.theartnewspaper.com/2020/05/29/the-green-debate-how-can-the-international-art-market-recover-sustainably">Patrizia Sandretto Re Rebaudengo</a> is known for her philanthropic work in the arts and sustainability. She plans to transform the small Italian island of San Giacomo into an art center with galleries, performances, and educational programming. The island is set to open to the public in 2026 and will be <a target="_blank" class="" href="https://affiliate.insider.com?h=2076c8cb19f6cc35f23092635f451d8381d45772c637e5fbd05ed2e083ce1cfd&amp;postID=66e3163c78044123bec3af96&amp;postSlug=art-investors-collectors-gallery-curators-build-sustainable-climate-portfolio-2024-9&amp;site=bi&amp;u=https%3A%2F%2Fwww.sothebys.com%2Fen%2Farticles%2Fgulls-gunpowder-and-avant-garde-art-patrizia-sandretto-re-rebaudengos-venetian-dream">fully powered by green energy</a>, Sandretto Re Rebaudengo said.<div type="image" title="Patrizia Sandretto Re Rebaudengo standing in front of a red tree sculpture with ornaments hanging from the branches." height="683" width="1024" msid="113607066" hostid="261" sizebytes="42906"></div><h2 id="974da666-4871-4b46-9045-bbd114022b5f">Go digital</h2>The international art circuit consists of global <a target="_blank" class="" href="https://www.businessinsider.com/art-basel-unlimited-switzerland-curator-shares-how-exhibit-comes-together-2024-6">exhibitions</a>, events, and art auctions. It has long relied on extensive travel and foot traffic that can increase the industry's carbon footprint.As digital platforms gain widespread adoption, online exhibits present a cost-effective way to diversify investments while reducing transportation and storage needs.The COVID-19 pandemic prompted galleries like <a target="_blank" href="https://deitch.com/archive/deitch-projects">Deitch Projects</a> to adopt digital showcases and <a target="_blank" href="https://www.nytimes.com/2020/04/23/arts/design/los-angeles-galleries-coronavirus.html">online viewing rooms</a>, reducing international travel and reshaping art acquisition practices. The <a target="_blank" href="https://www.stephenfriedman.com/viewing-room/">Stephen Friedman Gallery</a> is hosting five online viewing room showcases throughout 2024, bringing in-person exhibitions directly to screens at home.Collectors, gallery curators, and investors play a crucial role in shaping a sustainable future. The assembly of portfolios that prioritize environmental responsibility actively contributes to a greener legacy that will inspire future generations to take action and stand as a testament to art's power to shape a better world.From supporting artists who promote environmental awareness to reducing carbon footprints in operations and embracing digital platforms, collectors, gallery curators, and investors are preserving art and its legacy in their fight to curb the climate crisis.

I'm an artist calling for change in the climate-crisis fight. Here are 4 ways art investors can build greener portfolios.

<ul class="summary-list"><li>An influx of cheap economy-class seats hitting that market in recent months has depressed airfares.</li><li>This has weighed down airline earnings despite strong demand for flights.</li></ul>It may not feel like it, but there are a lot of cheap flights to be had this summer — and the influx of low-priced, often money-losing economy seats has airlines scrambling."The unprofitable capacity is just not sustainable," <a target="_blank" class="" href="https://www.businessinsider.com/american-vs-delta-united-airlines-economy-compared-flight-review-2024-7">United Airlines'</a> chief commercial officer Andrew Nocella told investors Thursday.Despite reporting a 23% increase in second-quarter profits over the prior year, United's earnings guidance for the upcoming third quarter fell short of Wall Street expectations."This is a quarter where industry capacity growth has exceeded still solid demand," CEO Scott Kirby said on the earnings call.In recent months, airlines have flooded the market with <a target="_blank" class="" href="https://www.businessinsider.com/united-basic-economy-review-carryon-middle-seat-new-york-denver-2024-7">economy-class seats</a>, leading to lower airfares as carriers cut prices to fill their planes as travel demand soars.<div type="image" title="United Airlines CEO Scott Kirby speaks during a joint press event with Boeing at the Boeing manufacturing facility in North Charleston, South Carolina, on December 13, 2022." height="683" width="1024" msid="111845420" hostid="261" sizebytes="33648"></div>According to the Bureau of Labor Statistics, average ticket prices in June were the cheapest in 15 years, excluding the COVID-19 pandemic years of 2020 and 2021. And in July, TSA screenings hit a record.But as labor, fuel and other overhead costs remain high, airlines — <a target="_blank" class="" href="https://www.businessinsider.com/spirit-airlines-says-flyers-spending-less-extras-like-food-baggage-2024-7">especially low-cost carriers</a> — have sold seats at a loss in a desperate attempt to generate as much revenue as possible."The pressure other US airlines are experiencing today is due in large part to their <a target="_blank" class="" href="https://www.businessinsider.com/why-airlines-are-struggling-despite-record-travel-demand-profits-revenue-2024-6">unprofitable flying in many domestic markets</a>," Kirby said.Nocella added: "In the past, the magnitude of the worst flying has never been this bad for the lower-margin airlines," the United CCO said.<h2 id="97bdff66-347d-4129-8071-e980028f9b1c">Low-cost airlines are bearing the brunt of the pain</h2><a target="_blank" class="" href="https://www.businessinsider.com/delta-air-lines-ceo-questions-financial-strategy-low-cost-carriers-2024-7">Delta CEO Ed Bastian</a> also questioned the long-term financial viability of the business strategy of low-cost carriers during the airline's earnings call last week."You cannot, if you are on the lower end of the industry's food chain, continue to post losses, particularly given the health of the demand set we've seen over these last couple of years," Bastian said. The carrier kicked off a series of bad news for airlines earlier in June, posting disappointing earnings that sent the entire sector down.<div type="image" title="Ed Bastian" height="2964" width="4332" msid="111845415" hostid="261" sizebytes="343154"></div><a target="_blank" class="" href="https://www.businessinsider.com/southwest-changes-activist-investstor-free-bags-open-seating-fees-2024-6">Southwest Airlines,</a> for example, lost $231 million in the first quarter of 2024, while fellow low-cost carriers <a target="_blank" class="" href="https://www.businessinsider.com/spirit-frontier-fees-bags-seats-snacks-how-to-avoid-paying-2024-6">Spirit</a> and <a target="_blank" class="" href="https://www.businessinsider.com/i-bought-frontiers-all-you-can-fly-gowild-pass-downsides-2023-7">Frontier </a>lost $143 million and $26 million, respectively, during that same period.The most effective and direct method of addressing this issue for airlines is to slow the introduction of additional seats for sale. Something airlines are quickly working to do."It was inevitable that carriers would begin to cancel this unprofitable flying, and you see that happening in earnest in the second half of August," Kirby said, echoing similar projections by Delta.Based on upcoming flight schedules, Kirby said the airline expects domestic capacity growth across the industry to decrease by 5% by the fourth quarter of 2024.<div type="image" title="United Airlines Polaris business class seat." height="768" width="1024" msid="111845413" hostid="261" sizebytes="59182"></div>In addition to <a target="_blank" class="" href="https://www.businessinsider.com/jetblue-cutting-20-routes-leaving-5-cities-see-list-2024-3">capacity reduction</a>, the US mainline carriers are leaning on their premium, higher-margin cabins to help cover the losses.United reported an 8.5% revenue increase during the second quarter from its premium cabins, such as <a target="_blank" class="" href="https://www.businessinsider.com/flying-on-united-polaris-great-game-changer-2023-8">Polaris business class</a> and domestic first class.Delta is also banking on its premium cabins, which accounted for 56% of its second-quarter revenue.<a target="_blank" class="" href="https://news.alaskaair.com/guest-experience/alaska-airlines-more-first-class-and-premium-seating/">In addition, Alaska Airlines</a> announced this week that it's retrofitting its Boeing 737 fleet to add 1.3 million first-class and premium economy seats annually. The retrofit starts in September and will ensure that each Alaska Boeing 737 has 16 first-class and 30 premium economy seats.American Airlines will report its second-quarter performance on July 25.

Airlines are scrambling to fix the unsustainable crisis caused by too many cheap flights

<ul class="summary-list"><li>Tensions are high between North Korea and South Korea, and it could soon erupt into a crisis.</li><li>North Korea is expected to provoke conflict before the US election in November.</li></ul>Tensions are flaring between North Korea and South Korea, and it could lead to conflict sooner rather than later.While there's no indication full-scale war is coming, a provocation from North Korea — heightened in an election year for South Korea and the US — could prompt retaliation from South Korea's hawkish president, an expert says."The real nature of any forthcoming North Korean crisis is difficult to predict," Sue Mi Terry, a senior fellow for Korea studies with the Council on Foreign Relations, wrote in an article for <a target="_blank" href="https://www.foreignaffairs.com/north-korea/coming-north-korean-crisis">Foreign Affairs</a> last week, adding that "nonlethal provocations," like cyberattacks against government and defense institutions, should be expected at a minimum.On the other end of the spectrum, North Korea could conduct more testing for its Hwasong-18 solid-fuel intercontinental ballistic missile or test a tactical nuclear weapon, or even go beyond "saber-rattling," as Terry described, launching "an actual, if limited, military attack against South Korea," not unlike incidents in 2010 when North Korea shelled Yeonpyeong and sank a South Korean naval vessel, killing 46 crew members.North Korea has many reasons to provoke. They could be to seize international attention and fear for negotiating leverage or to drive a wedge in the US-South Korea alliance; some provocations seem to be in defiance of US-South Korean military exercises, for example.Such a clash between North Korea and South Korea could quickly spiral into wider conflict. South Korea's president, Yoon Suk Yeol, has taken a tougher stance on North Korea since his election two years ago, strengthening ties with the US and Japan much to Pyongyang's disapproval.Yoon, as Terry wrote, "is an avowed hawk and has promised to respond forcefully to any North Korean attack." What that looks like remains unclear, but it sets the stage for growing pressure.<div type="image" title="TV showing North Korea's firing of a Hwasong-18 solid-fuel intercontinental ballistic missile (ICBM)" height="1102" width="2000" msid="110312843" hostid="261"></div>A notable shift came this year when North Korea declared South Korea "our principal enemy" and threatened to "thoroughly annihilate" it along with the US if provoked. While these may just seem like fighting words, North Korea's leader, Kim Jong Un, conducted a major shift in the background, removing any goal of unification between the two Koreas from the government's policies.This included the public demolition of the Monument to the Three Charters for National Reunification, built by Kim's father, Kim Jong Il, as a symbol of peaceful Korean reunification. Government offices, documents, websites, and plans for reunification also went dark. The move was alarming and likely partially influenced by the Yoon administration's taking a harder stance against North Korea than Yoon's immediate predecessor, Moon Jae-in, took.Those larger issues are at play during an especially fraught time: a major election year for the US. South Korea also in April held legislative elections, in which Yoon's party lost seats; his domestic policies have often faced strong opposition.<div type="image" title="Military members salute during a military demonstration involving tank units in North Korea." height="1965" width="2965" msid="110312844" hostid="261"></div>On a recent <a target="_blank" href="https://www.csis.org/events/future-north-korea-policy-capital-cable-94">episode of the Center for Strategic and International Studies' show "The Capital Cable"</a> focusing on the future of North Korean policy, Terry talked about the potential of a provocation coming before the US election, referring to CSIS research from this year that found that North Korea staged more than four times as many weapons tests in US election years as it did in other years.<a target="_blank" href="https://www.csis.org/analysis/slow-boil-what-expect-dprk-2024">Commentary</a> on the analysis by Victor Cha, the senior vice president for Asia and the Korea chair at CSIS, and Andy Lim, an associate fellow with the CSIS Korea chair, said: "North Korea exhibits a tendency to ramp up provocations during U.S. election years. While diplomacy could stave off some of the violence, Kim Jong-un has rejected all calls from the Biden administration to meet. Instead, the regime has more than doubled the number of tests since 2021, compared to under the previous U.S. administration."The election, shaping up to be a rematch between President Joe Biden and former President Donald Trump, could be notable for North Korea, but that doesn't mean it's the only thing Kim is thinking about.<div type="image" title="North Korea Kim Jong Un submarine" height="1325" width="2000" msid="110312845" hostid="261"></div>Things are quite different now than they were four years ago. Since talks in Hanoi with Trump failed in 2019 and the COVID-19 pandemic further isolated the so-called Hermit Kingdom, Kim has taken a large step back from engagement with the US, instead <a target="_blank" href="https://www.businessinsider.com/north-korea-sitting-pretty-as-russia-china-vie-for-attention-2024-1">turning toward</a> the country's more traditional allies, Russia and China.Allison Hooker, a former deputy assistant to the president and senior director for Asia on the National Security Council, said on "The Capital Cable" that a lot was happening on the global stage for North Korea to exploit for its own gain, including the war in Ukraine, for which North Korea has <a target="_blank" href="https://www.businessinsider.com/russia-desperate-need-for-weapons-ukraine-win-for-north-korea-2023-9">contributed weapons to Russia</a>, and tensions between China and Taiwan.There's a lot going on at home, too, including in missile and weapons testing and in North Korea's nuclear program. Hooker said Kim was hard at work in those areas and could be looking to reengage in foreign policy with the US and South Korea down the road."The point is to reengage from a position of great strength," she said.

The next North Korea crisis could come this year

<ul class="summary-list"><li>The general public's attitude toward COVID is more relaxed than ever, even amid a summer surge.</li><li>Doctors say relaxed COVID precautions are to be expected and are not necessarily a bad thing.</li></ul>Gone are the days of scrubbing surfaces, sudden <a target="_blank" class="" href="https://www.businessinsider.com/covid-shut-down-school-two-days-after-classes-started-2022-1">school closures</a>, and social distancing.Where a positive COVID-19 test once wrought panicked <a target="_blank" class="" href="https://www.businessinsider.com/covid-19-mistakes-us-focus-on-contact-tracing-not-sequencing-2021-3">contract tracing </a>and guaranteed two weeks of isolation, these days, a diagnosis sparks relatively little worry for most people.Even amid a summer spike in cases — everyone from President <a target="_blank" class="" href="https://www.businessinsider.com/biden-tests-positive-for-covid-19-2024-7#:~:text=President%20Joe%20Biden%20tested%20positive,Press%20Secretary%20Karine%20Jean%2DPierre.">Joe Biden</a> to the 2024 Summer Olympians seems to be battling the virus — the general public's attitude toward the pandemic that upended our lives more than four years ago is more relaxed than ever.The federal public health emergency for COVID expired in May 2023, officially <a target="_blank" class="" href="https://www.businessinsider.com/the-covid-19-global-health-emergency-is-over-who-says-2023-5">ending the crisis</a>, at least in name, more than three years after it was first declared. Since then, thanks to high infection and immunization rates, the country has continued climbing toward the herd immunity doctors so desperately sought in the early days of the pandemic, four medical professionals told Business Insider."The risk perception and anxiety around acute COVID infection has definitely lessened," said Dr. Anita Chopra, an internist at the University of Washington medical system. "People are interacting and mingling more like in pre-pandemic times."Healthcare professionals told BI that the public's more relaxed attitude toward COVID is ultimately a good thing. <a target="_blank" class="" href="https://www.businessinsider.com/life-returning-to-normal-labor-market-vaccines-pandemic-2021-11">A return to normality</a> was the goal, after all.But COVID is still very present and very much a potential threat, especially for the immunocompromised and those unlucky enough to <a target="_blank" class="" href="https://www.businessinsider.com/who-official-individuals-coronavirus-infection-unlucky-long-covid-2022-6">develop long COVID symptoms</a> — up to 10% of patients, according to some doctor estimates. Meanwhile, relaxed masking and declining vaccination rates, while to be expected at this point, could be linked to the rising case numbers doctors are seeing in clinics around the country, medical professionals told BI."We need to acknowledge that we're in a very different place now than we were at the height of the pandemic," said Dr. Eric Chow, chief of communicable disease epidemiology and immunizations at Public Health Seattle and King County. "But so long as COVID-19 continues to circulate, there are health implications to getting infected."<h2 id="8540c815-ae27-4465-8106-21a572b3f035">Evolving behaviors and beliefs</h2>Many of the early-day pandemic precautions have all but disappeared in 2024. Chief among them, according to doctors, are <a target="_blank" class="" href="https://www.businessinsider.com/mask-mandates-lifted-states-reasonable-experts-2022-2">masking</a>, isolations, and vaccinations.Soon after the pandemic emerged, medical professionals emphasized masking as a key way to slow the spread of the virus.The face coverings quickly became a contentious cultural topic and among the <a target="_blank" class="" href="https://www.businessinsider.com/trumps-decision-to-oppose-masks-bizarre-self-sabotaging-coronavirus-pandemic-2020-6">most politicized aspects</a> of COVID. But these days, even many who once championed masks have ditched the deterrent entirely. An August 2023 Yahoo News/YouGov <a target="_blank" class="" href="https://www.yahoo.com/lifestyle/only-12-percent-of-americans-wear-mask-in-public-194019882.html">poll</a> of 1,665 US adults found that 12% of respondents said they were masking — down from 60% in January 2022. And doctors told BI that they've seen a steady decrease in masking since then."I think the public has appropriately adjusted their attitudes to what they hear in the news and what they see around them," said Dr. Edward Jones-Lopez, infectious disease specialist with Keck Medicine at the University of Southern California.More worrying to medical professionals is the <a target="_blank" class="" href="https://www.businessinsider.com/covid-vaccine-us-vaccination-sites-joe-biden-2021-4">decline in vaccinations.</a>While early immunization rates helped bolster immunity, vaccination uptake has been on the decline in recent years, and fewer and fewer people are keeping up to date with their booster shots, a preventive step the <a target="_blank" class="" href="https://www.cdc.gov/covid/vaccines/stay-up-to-date.html#:~:text=Everyone%20aged%205%20years%20and,of%20updated%20COVID%2D19%20vaccine.">CDC recommends</a> in its COVID guidelines.Most medical professionals also recommend a yearly COVID-19 vaccine. There's a new shot coming out in September. But Chow, who previously worked at the Centers for Disease Control and Prevention at the height of the pandemic, said most people aren't aware of the recommended vaccine schedule — a challenge that is indicative of a larger problem doctors are trying to navigate in this new COVID age."People are much more fatigued by COVID messaging," he said. "We're trying to right-size the appropriate message to make sure people continue to acknowledge the health impacts of COVID."<h2 id="3c719499-920d-46e7-b315-35ec4a1cdc50">The long COVID scare</h2>Relaxed attitudes are not necessarily a bad thing, according to doctors."I think it's to be expected as we learn more about the virus over these four years and as we've developed these other COVID countermeasures to address infection," said Dr. Jessica Bender, a primary care doctor at Harbor View Medical in Seattle and the co-director at the university's long COVID clinic.On the one hand, people are generally not getting as sick as they once did when ill with COVID, medical professionals told BI. On the other hand, this summer seems to have brought yet another COVID surge with a spike in cases.People don't typically equate respiratory illnesses with the warmer months, but an increase in summer socializing combined with the general decrease in preventive measures is likely fueling the uptick, Bender said.For an unlucky subset of patients, a COVID diagnosis — even in this new relaxed era — could mean <a target="_blank" class="" href="https://www.businessinsider.com/long-covid-survivor-its-wrecked-my-life-2022-1">long-term challenges.</a>Doctors define long COVID as any infection related to the virus that is present for at least three months, said Chopra, who treats patients at the UW long COVID clinic. The often <a target="_blank" class="" href="https://www.businessinsider.com/healthcare-workers-nurses-long-covid-impact-careers-labor-shortage-2022-5">debilitating</a> condition is indiscriminate in who it affects. Up to 10% of all people who get COVID are susceptible, according to Chopra, and patients of all ages, genders, races, and vaccination statuses can present with long COVID.<div type="image" title="A young girl gets a COVID vaccine" height="2661" width="4000" msid="112065018" hostid="261" sizebytes="341938"></div>Even as the country relaxes its COVID response, doctors said they are still seeing many new patients presenting with long COVID each day. The condition has at least <a target="_blank" class="" href="https://www.businessinsider.com/common-long-covid-symptoms-hair-loss-vertigo-low-libido-2022-7">200 known signs and symptoms</a> that range from shortness of breath to chronic fatigue and brain fog.Doctors told BI they'd treated several patients who have been forced to <a target="_blank" class="" href="https://www.businessinsider.com/long-covid-symptoms-disability-insurance-unemployment-quit-job-2022-11">stop working</a> or rendered unable to participate in any physical activity because of a long COVID diagnosis. A 2023 <a target="_blank" href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9721155/">study</a> published in the National Library of Medicine explored a possible link between long COVID and the risk of suicide because of the condition's tendency to inflict depression, anxiety, posttraumatic symptoms, sleep disturbances, fatigue, and cognitive deficits.Medical professionals are doing their best to understand long COVID, but admit that there's still much to learn. According to the CDC, about 17 million people <a target="_blank" class="" href="https://www.cdc.gov/nchs/covid19/pulse/long-covid.htm">reported</a> having long-term COVID-19 in March 2024.For these people, the pandemic is still very real."When I treat people with long COVID, they are always masked," Chopra said.<h2 id="c71342ed-0973-4d09-978b-dae3bd11fc3e">The future of COVID</h2>As doctors look to the <a target="_blank" class="" href="https://www.businessinsider.com/red-cross-says-world-is-dangerously-unprepared-for-next-pandemic-2023-1">future</a> of COVID, little is for sure."We always say the one thing that is predictable about COVID is its unpredictability," Chow said.But medical professionals told BI they are optimistic that even as the virus continues to evolve, the next few years will continue to look like the past year, with small seasonal surges and hopefully less intense illness.While lax attitudes may be a welcome sign of a cautious new normal, doctors said it's important to remember the lessons we've collectively learned from COVID. The precautions that proved useful against the virus protect people from other illnesses, too.Just because the world has adapted to COVID-19, medical professionals say, doesn't mean we should drop the hygiene, <a target="_blank" class="" href="https://www.businessinsider.com/air-circulation-coronavirus-how-to-judge-ventilation-systems-2020-8">ventilation</a>, and masking lessons learned along the way."We've learned so much about how we can protect ourselves," Chow said. "It's hard to see people leave some of those precautions behind."Doctors recommend people gauge their individual risk, as well as the risk of those close to them when considering which precautions to take in this new COVID age. Most medical professionals still recommend masking, testing, and visiting a doctor after testing positive."We're aiming to get to a state where COVID is not a threat to our healthcare system," Bender said. "And not a threat to our lives and livelihoods.

Most people don't really care about COVID anymore. That's good — and bad. 

<ul><li>The <keyword id="8902449" type="UNKNOWN" weightage="20" keywordseo="covid-19-pandemic">COVID-19 pandemic</keyword> and <keyword id="91743" type="PERSON" weightage="20" keywordseo="lockdown">lockdown</keyword> has brought about a sea change in how the world functions. It is also changing the way people consume.</li><li>New rules of surviving and thriving in these uncertain times are being written everyday‌.</li><li><keyword id="1645388" type="PERSON" weightage="20" keywordseo="Vivek-Pandey">Vivek Pandey</keyword>, VP - Revenue Strategy &amp; Analytics, <keyword id="51757" type="COMPANY" weightage="20" keywordseo="TIMES-INTERNET">Times Internet</keyword> writes about some tips for marketers to come out of this current crisis victorious.</li></ul> The‌ ‌COVID-19‌ ‌pandemic‌ ‌has‌ ‌fundamentally‌ ‌transformed‌ ‌the‌ ‌world‌ ‌as‌ ‌we‌ ‌know‌ ‌it.‌ ‌Consumers‌ ‌are‌ ‌living,‌ ‌shopping,‌ ‌thinking‌ ‌and‌ ‌interacting‌ ‌with‌ ‌each‌ ‌other‌ ‌in‌ ‌new‌ ‌ways.‌ ‌Similarly,‌ ‌they‌ ‌are‌ ‌looking‌ ‌at‌ ‌products‌ ‌&amp;‌ ‌services‌ ‌from‌ ‌brands‌ ‌through‌ ‌a‌ ‌new‌ ‌lens‌ ‌as‌ ‌a‌ ‌well.‌ ‌ While‌ ‌the‌ ‌CoronaVirus‌ ‌is‌ ‌reshaping‌ ‌the‌ ‌global‌ ‌advertising‌ ‌&amp;‌ ‌marketing‌ ‌industry,‌ ‌it‌ ‌is‌ ‌rapidly‌ ‌accelerating‌ ‌long-term‌ ‌underlying‌ ‌industry‌ ‌trends‌ ‌in‌ ‌a‌ ‌matter‌ ‌of‌ ‌weeks‌ ‌of‌ ‌the‌ ‌outbreak.‌ ‌These‌ ‌new‌ ‌aspects‌ ‌of‌ ‌consumer‌ ‌behavior‌ ‌will‌ ‌live‌ ‌beyond‌ ‌the‌ ‌immediate‌ ‌effects‌ ‌of‌ ‌this‌ ‌crisis‌ ‌and‌ ‌not‌ ‌only‌ ‌permanently‌ ‌change‌ ‌what‌ ‌we‌ ‌value,‌ ‌it‌ ‌will‌ ‌also‌ ‌affect‌ ‌everything‌ ‌from‌ ‌how‌ ‌and‌ ‌where‌ ‌we‌ ‌shop,‌ ‌how‌ ‌we‌ ‌live‌ ‌and‌ ‌work.‌ ‌ As‌ ‌a‌ ‌marketer‌ ‌who‌ ‌is‌ ‌seeing‌ ‌this‌ ‌crisis‌ ‌evolve,‌ ‌it's‌ ‌crucial‌ ‌to‌ ‌explore‌ ‌the‌ ‌challenges‌ ‌happening‌ ‌right‌ ‌now‌ ‌so‌ ‌we‌ ‌can‌ ‌consider‌ ‌what‌ ‌your‌ ‌brand‌ ‌can‌ ‌do‌ ‌to‌ ‌prepare‌ ‌for‌ ‌what’s‌ ‌next.‌ Here‌ ‌are‌ ‌some‌ ‌dos‌ ‌and‌ ‌don’t‌ ‌of‌ ‌marketing‌ ‌for‌ ‌the‌ ‌current‌ ‌crisis:‌ ‌ DO‌ ‌get‌ ‌to‌ ‌know‌ ‌your‌ ‌consumers‌ ‌ Most‌ ‌people‌ ‌around‌ ‌the‌ ‌world‌ ‌are‌ ‌deeply‌ ‌concerned‌ ‌about‌ ‌the‌ ‌impact‌ ‌of‌ ‌COVID-19‌ ‌on‌ ‌our‌ ‌lives‌ ‌and‌ ‌livelihoods.‌ ‌They‌ ‌are‌ ‌responding‌ ‌in‌ ‌various‌ ‌ways‌ ‌and‌ ‌have‌ ‌adopted‌ ‌new‌ ‌attitudes,‌ ‌behaviors‌ ‌and‌ ‌purchasing‌ ‌habits‌ ‌as‌ ‌they‌ ‌stay‌ ‌home.‌ ‌As‌ ‌people‌ ‌are‌ ‌adapting‌ ‌to‌ ‌a‌ ‌new‌ ‌normal,‌ ‌they‌ ‌are‌ ‌in‌ ‌the‌ ‌fearful‌ ‌position‌ ‌of‌ ‌contemplating‌ ‌what‌ ‌this‌ ‌crisis‌ ‌means‌ ‌for‌ ‌them,‌ ‌but‌ ‌more‌ ‌importantly,‌ ‌what‌ ‌it‌ ‌means‌ ‌for‌ ‌their‌ ‌families‌ ‌&amp;‌ ‌friends,‌ ‌and‌ ‌society‌ ‌at‌ ‌large.‌ ‌ Your‌ ‌brand’s‌ ‌consumers‌ ‌are‌ ‌also‌ ‌responding‌ ‌to‌ ‌this‌ ‌crisis‌ ‌in‌ ‌a‌ ‌wide‌ ‌variety‌ ‌of‌ ‌ways.‌ ‌Some‌ ‌are‌ feeling‌ ‌anxious‌ ‌and‌ ‌worried,‌ ‌some‌ ‌must‌ ‌be‌ ‌panic-buying‌ ‌staples‌ ‌and‌ ‌hygiene‌ ‌products‌ ‌and‌ ‌so‌ ‌on.‌ ‌Similarly,‌ ‌some‌ ‌pockets‌ ‌of‌ ‌consumers‌ ‌may‌ ‌remain‌ ‌indifferent‌ ‌to‌ ‌the‌ ‌pandemic‌ ‌and‌ ‌are‌ ‌continuing‌ ‌to‌ ‌live‌ ‌their‌ ‌lives‌ ‌at‌ ‌home‌ ‌as‌ ‌usual.‌ ‌The‌ ‌days‌ ‌of‌ ‌one-size-fits-all‌ ‌marketing‌ ‌are‌ ‌over.‌ ‌Companies‌ ‌need‌ ‌to‌ ‌understand‌ ‌how‌ ‌their‌ ‌consumers‌ ‌are‌ ‌reacting‌ ‌to‌ ‌this‌ ‌crisis‌ ‌and‌ ‌ develop‌ ‌customized‌ ‌marketing‌ ‌strategies‌ ‌for‌ ‌each‌ ‌of‌ ‌these‌ ‌consumer‌ ‌segments.‌ ‌ DO‌ ‌stay‌ ‌authentic‌ ‌in‌ ‌communication‌ ‌ Authenticity‌ ‌is‌ ‌crucial‌ ‌to‌ ‌create‌ ‌strong‌ ‌bonds‌ ‌with‌ ‌customers,‌ ‌especially‌ ‌during‌ ‌a‌ ‌crisis‌ ‌when‌ ‌you’d‌ ‌want‌ ‌to‌ ‌insert‌ ‌your‌ ‌brand‌ ‌into‌ ‌daily‌ ‌conversations.‌ ‌According‌ ‌to‌ ‌the‌ ‌‌Kantar‌ ‌COVID-19‌ ‌barometer‌ ‌report‌,‌ ‌64%‌ ‌of‌ ‌consumers‌ ‌want‌ ‌brands‌ ‌to‌ ‌communicate‌ ‌their‌ ‌values‌ ‌through‌ ‌their‌ ‌messaging.‌ ‌Advertisers‌ ‌who‌ ‌are‌ ‌able‌ ‌to‌ ‌remain‌ ‌true‌ ‌to‌ ‌their‌ ‌brand‌ ‌and‌ ‌values‌ ‌will‌ ‌gain‌ ‌brand‌ ‌equity.‌ ‌ DO‌ ‌re-assess‌ ‌your‌ ‌post-pandemic‌ ‌media‌ ‌mix‌ ‌ Staying‌ ‌at‌ ‌home‌ ‌is‌ ‌affecting‌ ‌the‌ ‌way‌ ‌people‌ ‌are‌ ‌consuming‌ ‌online‌ ‌and‌ ‌offline‌ ‌media‌ ‌around‌ ‌the‌ ‌world.‌ ‌Coupled‌ ‌with‌ ‌the‌ ‌shift‌ ‌in‌ ‌consumer‌ ‌behavior,‌ ‌certain‌ ‌segments‌ ‌like‌ ‌connected‌ ‌TV,‌ ‌desktop‌ ‌video‌ ‌and‌ ‌mobile‌ ‌video‌ ‌may‌ ‌see‌ ‌surges‌ ‌during‌ ‌weekdays,‌ ‌while‌ ‌certain‌ ‌platforms‌ ‌may‌ ‌see‌ ‌a‌ ‌flat‌ ‌line.‌ ‌ In‌ ‌these‌ ‌uncertain‌ ‌times,‌ ‌consumers‌ ‌are‌ ‌also‌ ‌leaning‌ ‌towards‌ ‌premium‌ ‌media‌ ‌like‌ ‌The‌ ‌Times‌ ‌Of‌ ‌India‌ ‌Online,‌ ‌Economic‌ ‌Times‌ ‌Online‌ ‌among‌ ‌others‌ ‌as‌ ‌they‌ ‌need‌ ‌trustworthy‌ ‌sources‌ ‌for‌ ‌news‌ ‌&amp;‌ ‌information‌ ‌to‌ ‌stay‌ ‌connected‌ ‌over‌ ‌random‌ ‌user-generated‌ ‌content‌ ‌(UGC).‌ ‌This‌ ‌is‌ ‌an‌ ‌essential‌ ‌takeaway‌ ‌as‌ ‌you‌ ‌plan‌ ‌your‌ ‌marketing‌ ‌mix‌ ‌during‌ ‌this‌ ‌time.‌ ‌ DO‌ ‌re-look‌ ‌at‌ ‌your‌ ‌audience‌ ‌segmentation‌ ‌ In‌ ‌times‌ ‌of‌ ‌such‌ ‌crisis,‌ ‌customer‌ ‌attunement‌ ‌is‌ ‌crucial.‌ ‌If‌ ‌you‌ ‌have‌ ‌a‌ ‌broad‌ ‌customer‌ ‌base‌ ‌today,‌ ‌brainstorm‌ ‌about‌ ‌ways‌ ‌to‌ ‌segment‌ ‌your‌ ‌audience‌ ‌into‌ ‌further‌ ‌segments‌ ‌based‌ ‌on‌ ‌their‌ ‌behavior,‌ ‌demographics,‌ ‌psychographics‌ ‌so‌ ‌that‌ ‌you‌ ‌are‌ ‌able‌ ‌to‌ ‌reach‌ ‌the‌ ‌right‌ ‌person‌ ‌at‌ ‌the‌ ‌right‌ ‌time‌ ‌with‌ ‌the‌ ‌correct‌ ‌messaging.‌ ‌ Closely‌ ‌monitor‌ ‌your‌ ‌own‌ ‌online‌ ‌platform’s‌ ‌web‌ ‌analytics‌ ‌and‌ ‌make‌ ‌a‌ ‌note‌ ‌of‌ ‌the‌ ‌metrics‌ ‌that‌ ‌have‌ ‌shifted‌ ‌in‌ ‌terms‌ ‌of‌ ‌customer‌ ‌behavior.‌ ‌Once‌ ‌you‌ ‌segment‌ ‌your‌ ‌audience‌ ‌in‌ ‌terms‌ ‌of‌ ‌these‌ ‌shifts,‌ ‌adapt‌ ‌your‌ ‌marketing‌ ‌strategy,‌ ‌messaging‌ ‌and‌ ‌landing‌ ‌pages‌ ‌to‌ ‌provide‌ ‌the‌ ‌information‌ ‌customers‌ ‌are‌ ‌looking‌ ‌for,‌ ‌clearly‌ ‌and‌ ‌readily,‌ ‌for‌ ‌a‌ ‌better‌ ‌customer‌ ‌experience.‌ ‌ DON’T‌ ‌assume‌ ‌pre-pandemic‌ ‌consumer‌ ‌behavior‌ ‌ The‌ ‌standard‌ ‌media‌ ‌consumption‌ ‌patterns‌ ‌are‌ ‌transforming‌ ‌rapidly‌ ‌with‌ ‌box‌ ‌office‌ ‌closures,‌ ‌work-from-home‌ ‌guidelines‌ ‌and‌ ‌cancellations‌ ‌of‌ ‌sports‌ ‌leagues.‌ ‌This‌ ‌has‌ ‌obviously‌ ‌impacted‌ ‌the‌ ‌media‌ ‌consumption‌ ‌cycle.‌ ‌ Similarly,‌ ‌some‌ ‌brands‌ ‌are‌ ‌limiting‌ ‌their‌ ‌online‌ ‌presence‌ ‌from‌ ‌appearing‌ ‌on‌ ‌COVID-19‌ ‌related‌ ‌content.‌ ‌However,‌ ‌given‌ ‌the‌ ‌significant‌ ‌mindshare‌ ‌and‌ ‌unprecedented‌ ‌amount‌ ‌of‌ ‌media‌ ‌attention‌ ‌that‌ ‌COVID-19‌ ‌has‌ ‌rightfully‌ ‌garnered,‌ ‌blocking‌ ‌a‌ ‌brand’s‌ ‌ads‌ ‌on‌ ‌this‌ ‌content‌ ‌may‌ ‌lead‌ ‌to‌ ‌an‌ ‌inability‌ ‌to‌ ‌connect‌ ‌with‌ ‌potential‌ ‌audiences.‌ ‌ ‌ DON’T‌ ‌share‌ ‌insensitive‌ ‌or‌ ‌misleading‌ ‌content‌ ‌ The‌ ‌role‌ ‌of‌ ‌tone‌ ‌and‌ ‌messaging‌ ‌was‌ ‌backed‌ ‌up‌ ‌by‌ ‌the‌ ‌Kantar‌ ‌COVID-19‌ ‌barometer‌ ‌report,‌ ‌which‌ ‌reported‌ ‌that‌ ‌more‌ ‌than‌ ‌70%‌ ‌consumers‌ ‌believe‌ ‌that‌ ‌brands‌ ‌should‌ ‌not‌ ‌exploit‌ ‌the‌ ‌situation‌ ‌to‌ ‌promote‌ ‌their‌ ‌brand.‌ ‌ While‌ ‌putting‌ ‌out‌ ‌an‌ ‌ad‌ ‌it's‌ ‌important‌ ‌to‌ ‌ask‌ ‌if‌ ‌the‌ ‌messaging‌ ‌is‌ ‌insensitive‌ ‌or‌ ‌may‌ ‌induce‌ ‌widespread‌ ‌panic.‌ ‌A‌ ‌good‌ ‌idea‌ ‌is‌ ‌to‌ ‌test‌ ‌potential‌ ‌ads‌ ‌and‌ ‌get‌ ‌feedback‌ ‌from‌ ‌potential‌ ‌customers‌ ‌before‌ ‌putting‌ ‌it‌ ‌out.‌ ‌

The‌ ‌Dos‌ ‌and‌ ‌Don’ts‌ ‌of‌ ‌marketing‌ ‌during‌ ‌a‌ pandemic‌

<ul class="summary-list"><li>In 2020, I quit my career in accounting and decided to focus on my real dream: writing.</li><li>I planned on living off my life savings, but I lost it all in Lebanon's financial crisis.</li></ul>The year 2020 was supposed to be when I could finally take it easy and <a target="_blank" href="https://www.businessinsider.com/no-clocks-better-focus-tasks-2024-3">focus on myself</a>. Years of odd jobs — which I started in my teens — had taken their toll on my health. I decided to leave my career in accounting behind and finally take a crack at my lifelong dream of being a writer.By the time I was 23, I had $20,000 saved — thanks to tutoring and accounting — so I knew I could take some time to <a target="_blank" href="https://www.businessinsider.com/quit-my-job-follow-my-dreams-and-failed-what-learned-2023-4">chase my dreams</a> in Lebanon, where my family is from. I wasn't too concerned about my finances because my mother tucked away my substantial earnings in a local bank in Lebanon. We lived off the interest of our combined life savings.But Lebanon's banking system collapsed — <a target="_blank" href="https://www.worldbank.org/en/news/press-release/2022/08/02/lebanon-s-ponzi-finance-scheme-has-caused-unprecedented-social-and-economic-pain-to-the-lebanese-people">the World Bank called it a Ponzi scheme</a> — and the country entered a financial crisis. As soon as the headlines broke, access to our accounts was restricted. It became a mess of confusion. We only knew that the Lebanese pound was in freefall, and businesses were closing left and right.<a target="_blank" href="https://www.businessinsider.com/high-yield-savings-strategy-everything-i-need-want-2024-5">My savings</a> were lost forever — just as I was making headway as a writer.<h2 id="f4262d1f-dbf7-437e-93e9-e1485c28d4c9">I didn't have a reentry plan</h2>In late 2020, it became clear that our money was just digits on a screen, and the Lebanese government didn't have a plan to deal with the crisis. I knew I had to return to work but didn't know how. I hadn't planned for this.Figuring out how to return to the workforce was the real struggle. Call it youthful naivety, but I didn't have a reentry plan in case I needed to return to work. I was prepared to do <a target="_blank" href="https://www.businessinsider.com/3-things-office-jobs-better-than-non-corporate-jobs-2024-5">office work</a>, but the job market in Lebanon was dead. I had to expand my job search to the US; thankfully, I'm also an American citizen.But I struggled to find a job Stateside, too. My main issue was that I had a few gap years in my work history because of the break I took. I had to touch up <a target="_blank" href="https://www.businessinsider.com/jobseeker-whose-resume-rejected-changed-format-to-help-search-2024-5">my résumé</a> so that hobbies, side projects, and activities were now valuable experiences to an employer, but it didn't help much.The Lebanese financial crisis continued long after the COVID-19 pandemic. The only way to make ends meet was to crawl into the <a target="_blank" href="https://www.businessinsider.com/how-make-money-gig-worker-uber-lyft-doordash-delivery-driver-2023-12">gig economy</a>.<h2 id="6cca7a5e-72c5-4704-b43a-a6802d2231d5">I'm now burning myself out</h2>I don't have enough cash on hand to relocate to the States, so I have to subsist on <a target="_blank" href="https://www.businessinsider.com/blue-collar-job-demand-growth-white-collar-layoffs-ai-2024-5">odd jobs</a> mixed with commissions from magazines, newspapers, and journals. But it's been a nightmare.Working freelance is just a relentless hamster wheel. Not knowing where and when I'll find my next gig is demoralizing. I have to constantly search for more opportunities while trying to finish what I already have on my plate as fast as possible.Being my own boss is also difficult. You can't help but be tough on yourself for fear of losing productivity. Initially, I figured it would be a temporary arrangement until I could use my freelance work as a launchpad for better things, but <a target="_blank" href="https://www.businessinsider.com/best-tips-for-changing-careers-finding-fulfilling-work-2024-5">career development</a> in freelancing is relatively linear compared to the old-fashioned corporate ladder.Burnout has been a problem I've had to power through so many times that the long-term <a target="_blank" href="https://www.businessinsider.com/mistakes-business-leaders-make-psychology-2024-4">psychological effects</a> have been debilitating. I must push myself to keep up, but I can only do it for so long.Since losing my savings, I've been freelancing for five years. I know I can't carry on like this forever, but I have an exit plan in place this time. I'm pursuing a doctorate to access stable work outside a corporate setting. I still have years ahead of me and have all but given up hopes of trying to make it as a writer, considering how slim the opportunities are now compared to only a couple of years ago.Still, I hold on to the hope that through the same hard work and perseverance that allowed me to shore up my savings in the first place, I can find my way back to <a target="_blank" href="https://www.businessinsider.com/what-does-gen-z-want-workplace-financial-stability-paid-leave-2024-2">financial stability</a>.

I quit my career to live off my savings but lost everything in a financial crisis. I'm struggling to get back on my feet.

<ul class="summary-list"><li>Andrew Halter delivers water 1,200 miles by rail to the Navajo Nation from Mississippi.</li><li>Navajo Nation residents struggle with water scarcity, with 30% lacking reliable drinking water.</li></ul>Andrew Halter had been in the railroad business for 25 years, mostly in middle management roles. It was his dream job and all he ever wanted to do.But when the world shut down in 2020, and he got laid off, he needed to figure something else out."It came to me one day like a clap of thunder," Halter, who is based in Pennsylvania, told Business Insider.Halter and his brother had long talked about the possibility of using rail to help alleviate the water crisis in the Navajo Nation. His brother, Chris Halter, runs the <a target="_blank" href="https://www.stbonaventuremission.org">St. Bonaventure Indian Mission and School</a>, located on the southeastern edge of the reservation, which spans more than 27,000 square miles across parts of Arizona, New Mexico, and Utah.Nearly a third of <a target="_blank" href="https://nndwr.navajo-nsn.gov/">Navajo Nation</a> residents do not have access to reliable, clean drinking water, according to the tribe. The estimated population was over 165,000 in 2020, according to <a target="_blank" href="https://data.census.gov/profile/Navajo_Nation_Reservation_and_Off-Reservation_Trust_Land,_AZ--NM--UT?g=2500000US2430">census data</a>.The mission was already delivering water via trucks to 250 families, a small portion of the Navajo who are water-scarce. The families receive about 40 gallons of water a day, far less than the 300 gallons the average American family uses. The mission has relied on a local well to get the water, but if something happened to it, all those families would be without any water virtually overnight."To be honest, it was always the thing that would wake me up in the middle of the night," Chris Halter told BI. "If that well shuts down for some reason, what would I do next?"Now, Halter's company, <a target="_blank" href="https://jacobswell8.godaddysites.com">Jacob's Well</a>, in partnership with the mission, delivers thousands of gallons of water each month from Mississippi to the Navajo Nation via the BNSF Railway. The water-by-rail served as a lifeline in 2022 when the well had to undergo repairs that lasted months.The operation has grown quickly, and Halter is focused on expanding, both to provide more water to the Navajo Nation but also potentially to other places in the West, where dried up rivers and reservoirs are leaving communities increasingly desperate for solutions.<div type="image" title="Tank car" height="2049" width="3209" msid="110505100" hostid="261"></div><h2 id="a684fd17-93b4-488f-a009-a0f311e3306b">Some thought the water-by-rail idea was crazy</h2>When Halter first started calling railroads about transporting drinkable water, some thought the idea was crazy.He finally got in touch with Eunice Sun at BNSF, who currently serves as the business development manager of emerging markets."We haven't moved potable water prior to this opportunity, really, because the economics don't necessarily pencil out in order to pay for that water and pay for the transport," Sun told BI. But when Halter came to her, she said he did a great job communicating his vision and business plan.Halter said right now they can transport water, depending on fuel prices and other fluctuating costs, for around 38 cents a gallon. Currently, those costs are covered almost entirely by private donations to the mission. However, as the operation scales up and he transports more tank cars of water, those costs could come down.Getting a public utility to sell him hundreds of thousands of gallons of water per month was another story. "A lot of times, they think you're crazy," Halter said. Still, they were able to work out a deal with the water department of Helena, Mississippi, where Jacob's Well collects its water before it travels 1,200 miles by rail to the southwest.Once it arrives, the Navajo families can pick up water from the mission or have it delivered to their homes, just as the well water is.Originally, Halter said he couldn't even find information about how the water would travel, and it took a lot of testing before and after transport to ensure the supply stayed safe to drink."We've kind of had to wing it and make up our own rules as we go along and figure some things out the hard way, which we did," he said.It took around eight months from when Halter first contacted BNSF for the first shipment to go out, and the operation has only grown since. Halter said they currently average around two tank cars a month, which each hold 21,000 gallons of water, but the operation is capable of delivering 200,000 gallons a month if needed.They sent half a million gallons of water total in 2023. He's hoping to reach 2 million this year.<div type="image" title="Water truck" height="400" width="600" msid="110505104" hostid="261"></div><h2 id="b3ba473f-e5dc-4635-868b-ff5aed905355">Emergency water supply and the water crisis</h2>It's unclear at this point how scalable or economically feasible water-by-rail will be in other places, but those involved are hopeful.Chris Halter said he's currently conducting a study that he hopes will show the project has had a sound return on investment so that he can show tribal, local, and state governments that this is a feasible option.Sun said expanding Jacob's Well wouldn't come without growing pains, but that BNSF is happy to help support the project's growth. "It tugs at your heartstrings," she said, adding that it's not often she gets to work on a project that has such a direct positive impact on a local community.Halter sees water-by-rail as something that could fill a serious need in all sorts of situations, from communities whose wells run dry to natural disasters. He's already been in touch with the state of New Mexico and FEMA. He's hopeful that rail will be among the solutions that help alleviate the broader water crisis.After getting a severe case of COVID-19, Halter lost the use of his right hand and was not able to go back to work on the railroad, so he now runs Jacob's Well full time."It's become a driving mission to give these people water," he said. "I want to be able to provide people with water at the lowest cost possible, and I want it to make enough money to support itself, but I don't need to get wealthy on it."For now the operation is run on donations, but they're hoping they can get grant money or other public funds to help support it in the future."Water is a human right," Halter said. "And they should be able to have it."Have a news tip or a story to share? Contact this reporter at <a target="_blank" href="mailto:kvlamis@businessinsider.com">kvlamis@businessinsider.com</a>.

A railroad worker figured out how to send thousands of gallons of drinking water by rail from Mississippi to the Navajo Nation to alleviate the water crisis

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