Marketing in the post-Covid-19 world... Priorities, expectations, motivations of engagement and connection changed forever - culturally, socially, individually... Brands and marketers did their best to innovate and practise new ways of interacting with their consumers, but it seems that the impact of the last few years' meaning and means crisis isn't over yet. The global increase in inflation and cost of living have been making brands work even harder to reach and retain their consumers' attention. How can we achieve a change in mindset to develop strategies that will outlive such global crises? Adobe's "Through Thick and Thin" event was a pleasure to contribute to, in which I spoke about the mind of the consumer in times of change and uncertainty.