Things have returned to what I would call 'the new normal',' he told reporters.

"It means a lot of global warming is built into the new normals," Trenberth said.

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A similar marketing strategy was made with The New Normals time-slot companion Go On, which aired its first episode on August 8, 2012, post the 2012 Summer Olympics.

Bronek Masojada, chief executive of the business insurer Hiscox said: "Our research findings support the idea that small businesses are adapting to 'the new normal', anticipating tough trading conditions rather than expecting any early return to the boom years of the last decade."