The article explores how the fourth industrial revolution impacts consumer culture, economic relationships, market determinants, and marketing activities in the New Normality era. It discusses the changes in consumption patterns due to new technologies, the influence of Industry 4.0 on market exchanges, and the need for creating new value in economic activities. The study identifies key trends like continuous product/service updates, automation, economic singularity, 24/7 marketing, personalized communication, and changing communication channels. It emphasizes the shift from product-centric to technology-centric marketing, highlighting the importance of products/services integrating into consumers' daily lives. The research suggests adapting marketing strategies to stay competitive in the evolving market landscape.