Consumers across the globe have adapted to live in this unprecedented situation. Nonetheless, this new edition of the EY Future Consumer Index shows that most of them are still foreseeing significant changes in their lives and remain uncomfortable about going back to their pre-COVID-19 activities and spending. Some changes will be imposed on them while others will be an active choice. Together, they will have a pivotal impact on consumption patterns and consumer identities for years to come. Here we identify five new consumer segments that will shape demand beyond the COVID-19 pandemic and some key implications that leaders should prioritize now.