Marketing in general means a way of approaching a business, while in functional terms it consists in identifying the customer’s needs and then determining which of them to satisfy to the highest degree by creating and proposing appropriate products or services. A set of marketing instruments is used to implement these activities. Therefore, companies undertake marketing activities aimed at the target market, primarily with the customer’s benefit in mind. Although the expenditures for marketing purposes are huge, organizations decide on these costs in order to meet the consumer’s needs and gain a competitive advantage. Today, the client knows his value, therefore he pays attention to all aspects of the purchased products (brands) and expects that both the price and quality will satisfy him, being aware that he is also of value for the manufacturer. Recent events related to the emergence of the coronavirus led to a freezing of the global economy, and the existing standards of our quality of life, and thus consumer behavior, had to change. In the article, the author tries to show, using the example of marketing as a process of creating value, how the current situation re evaluates priorities in the consumer market and changes us as buyers in the mental sphere. The author makes a thesis that many of the changes in consumer behavior observed during the COVID-19 will be permanent and, as a result, will result in profound and long-term changes in corporate marketing strategies.