Abstract
Labour markets do not account for the social and economic contribution of key work. Addressing this undervaluation is necessary for ensuring resilient economies and societies. To do this, governments and employers’ and workers’ organizations should come together to develop an actionable road map for identifying and addressing specific obstacles to the delivery of key goods and services, both in good times and bad. Such a strategy would more than pay for itself when the next crisis hits. This is one of the most important policy lessons to be drawn from the COVID‐19 pandemic.