Uncertainty has become a common denominator around the world over the last year. When we thought the only change ahead was the change of decade, something more drastic happened; we left the world we knew behind thanks to the emergence of the pandemic caused by Covid-19. This drastic change has triggered a revolution of circumstances on a personal level, as well as on a societal level. What was in 2019 will never be the same again?the future is unpredictable due to the atypical fluctuations that complicate the detection of solid trends. However, the Transforming Lives, Transforming Times study enables the views of consumers to be examined closely, and a guide for brands to be found.