We clearly notice the tendency that people want to move away from anonymous products or generic purchasing decisions. Instead, there must be the possibility of co-creation and the focus on individuality, or in other words: the expression of personality. The prerequisite is the development of individual features. And in this, the customer wants to play a role. That’s why I think the pandemic with all this instability and the questions in regard to “Who am I actually?, “who do I want to be?” has led to customers making their decisions much more consciously and much more value-driven about when and what they consume.