The December issue of Indian Management focuses on how COVID-19 is reshaping buying behavior of Consumer 2.0. Ambi Parameswaran, an independent brand coach, best-selling author, and founder, brand- building.com illustrates how COVID-19 has effected a clear shift in consumer behaviour, but also asks a pertinent question: “will it stay for long” Sridhar Samu, Senior Associate Professor, Great Lakes Institute of Management and Anubhav Mishra, Associate Professor, Jaipuria Institute of Management write that though COVID-19 has invariably shaped a new buying paradigm, businesses have umpteen ways to leverage it. R Sumitra, Chief Manager and Faculty, Baroda Apex Academy opines that companies need to periodically reassess the business environment and explore ways to rebuild consumer confidence, especially during difficult times.