Consumer behaviour will continue to fragment. This makes it all the more important "that we don't all run after the one big topic of sustainability like lemmings", writes Jens Krüger in his column "Das wahre Leben" on marktforschung.de.

The New Normal is also, but not only, "green". In addition, a new consumer hedonism is developing, while at the same time the precarious situation of many households is increasing.

WHERE companies can assume social responsibility in the broad field between "price" and "sustainability". HOW market research and marketing should take into account the polarisation of society. And WHY lighthouse projects (e.g. by Adidas, Ikea, H&M or Dr. Oetker) can be pure marketing measures and still be "good".