Systemic shifts in consumer preferences and expectations are not new, and can often be accelerated by major environmental events. Early evidence suggests that the events of 2020 to 2021 may have created that acceleration to fundamentally alter future consumer preferences. In this study, we argue that consumer expectations are on the path to being essentially transformed. If so, such transformations will require a renewed focus on consumer preferences in the context of an ecosystem comprised of the macro-, meso-, and micro-level factors impacting these changes. Changing consumer expectations will also need to be articulated and incorporated more comprehensively to include physical, mental, and social wellbeing. In this study, we argue that consumer behavior research will need to incorporate these fundamental shifts in factors impacting consumer preferences. We present a conceptual framework that incorporates the changing landscape of factors influencing this transformation along with suggestions for future research, and theoretical and practical implications.