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This research uncovers the impact of a multifaceted crisis on consumers' immediate shopping behaviors, short‐term financial spending, and long‐term shopping and spending responses. This longitudinal study adopts a future studies approach to expose consumers' current experiences, expectations of the future, and realized future experiences to understand a pandemic's impact on consumers' collective shopping and spending behaviors. Data were collected at the beginning of the COVID‐19 pandemic, during its peak, and as restrictions were being lifted. Findings reveal that consumers adapt their shopping and spending behavior through a crisis in response to constantly shifting environmental stimuli. Consumers moved from fear to frugality and then followed one of two paths—maintaining new crisis‐induced behaviors or, more often, returning to prior familiar consumption behaviors. Retailers and service providers must understand these responses to be able to serve both groups during and after a crisis.

Purpose The purpose of this paper is to discuss how, using a futures studies perspective, marketing is uniquely positioned to address future challenges facing health-care service systems. Design/methodology/approach The futures studies perspective involves predicting probable, preferable and possible futures. Using digital and face-to-face data collection methods, health-care professionals, academics and patients were asked about their perspectives and expectations of health care’s future. Using grounded theory, responses were analyzed to a point of thematic saturation to expose the immediate probable future and a preferred future of health care. Findings Patients expressed a desire to participate in health-care delivery, impacting caregivers’ roles. Thus, co-creation of value in this context is contingent on the relationship among stakeholders: patients, patients’ families, caregivers and health-care organizations. Concordance, a type of value co-creation, is an effective way for physicians and patients to ameliorate health outcomes. Research limitations/implications Although a more diverse sample would be ideal, insight from health-care professionals, academics and patients across global regions was obtained. Practical implications To achieve a preferred future in health care, practitioners should implement a three-pronged approach, which includes health promotion and prevention, appropriate use of technology in health care and concordance. Originality/value Using patients, health-care professionals and academics, this research broadens the concept of value co-creation in health care. Additionally, paths (i.e. promotion and prevention, technology use and concordance) to a preferred health-care future are uncovered.

To boost understanding of how universities can develop strategies to ensure continuity of learning in anticipation of future crises, this research asked business students to reflect on their university's response to the COVID-19 pandemic and to discuss their preferred future of higher education in times of crisis. First, students were asked what their university and professors did well and what they did poorly as the COVID-19 pandemic unfolded. Second, participants were asked to discuss factors that facilitated and hindered personal learning success during the crisis. Finally, students were given the opportunity to share their opinions on the preferred mode in which universities should operate during times of crisis. Data were analyzed to illuminate a path marketing academicians can follow to maintain learning continuity in the face of crises, one which prioritizes shared responsibility among universities, faculty, and students.

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