Three of these curves describe an initial Covid-related spike in demand, and three describe a short-term hit. Where each group begins to diverge, however, is in what’s likely to happen to demand over the next several years. Think, for example, of personal computer monitors or other types of goods that were declining pre-pandemic and fall into the “short-term spike, long-term decline” archetype. The story is different for online grocery shopping and collaboration services like Zoom (short-term spike, long-term growth), both of which were growing steadily before the pandemic. Experimentation during the crisis has convinced more and more customers that ordering or meeting online makes sense, pulling forward demand that will likely stick.