Ctrl+Alt+Delete in the name of COVID-19: When a reset leads to misrecognition

When the COVID-19 pandemic struck the world in March 2020, it impacted all areas of society. Most conspicuous were the lockdowns that were quickly imposed in many countries along with other restrictions. These interventions into the everyday life of ordinary citizens were, perhaps not surprisingly, often met with resistance by citizens and businesses that felt their rights were being trampled on by governments. In this paper, we analyse reactions towards the far-reaching measures taken by the Danish government to contain the spread of the COVID-19 virus in the fur industry and thereby prevent the development of new mutations of the virus: to cull all minks and temporarily ban mink production in Denmark. We argue that by studying this case, valuable lessons can be learned regarding how a business community reacts when faced with a great reset. Taking the current climate crisis into consideration, it must be expected that emission-heavy industries, like agriculture, will be faced with calls to radically change their mode of production in the near future. In this sense, we propose to view the Danish mink case as an early example of what a great reset could look like, how it is perceived by those who experience it first-hand, and how feelings of resentment and resistance can develop following a logic of (mis)recognition.