I believe that sustainability and digitalisation are the two major trends that will affect retail in the coming years and perhaps even decades. From the customer side, the demands on retailers for sustainability will continue to increase, even if customers often do more talking than acting – this is the so-called attitude-behaviour gap. But sustainable is not the new profitable. It is definitely a must in order to survive. Those who don’t do it at all will eventually cease to exist. But still: consistent sustainability will put pressure on profits, be it through declining demand and/or through the investment that I simply have to make as a retailer.