In this article, the modern consumer is examined as a social phenomenon that has been influenced by various crises. The crises discussed within the scope of this article are the Covid-19 pandemic and the Russian invasion of Ukraine. The first crisis, the Covid-19 pandemic, significantly altered consumption habits, as most consumable goods and services shifted to virtual reality, including culture, news, education, and socialization. The boundary between virtual and physical reality blurred, resulting in changes to the consumer themselves. Identifying and characterizing consumers based on demographic parameters became ineffective, as the virtual environment allows consumers to be whoever they want to be, self-defining their identities. The second crisis, the Russian invasion of Ukraine, highlighted the vulnerability of consumers and reinforced society's dependence on consumption. During times of war, regular consumption or non-consumption of news can be life-threatening, thus depriving the consumer of the choice not to consume. Being connected and active through mobile phones to receive emergency alerts or having internet access to follow current events becomes a necessity. Consumers, like chameleons, not only adapt to given circumstances but also blend in with them.