A fresh start is habit changing, contributes to positive attitudes on products that allow a new beginning or a fresh perspective on life (Price et al, 2017), its the second chance we all were waiting for. Issues that inhibit the conversion of sustainable consumption behaviour intent to actual repeated behaviour such as inability to feel or relate to proximity of impact, application to own self, tangibility of impact or long time horizon (White et al, 2019) are all addressed by the current global pandemic. Can this be the moment to bring in widespread change?