Since the outbreak of COVID-19, the economic situation has been changing almost on a weekly basis. In addition to social life, the economy has also been severely affected. Many unanswered questions and uncertainties are currently shaping the situation: How are markets and brands changing, especially with regard to the buying and user behaviour of the consumers concerned? How is consumer sentiment developing? What will the post-Corona economy look like – and what must companies do now? What measures can be taken to prevent major sales losses?