Social and political changes do not happen unnoticed in a world that tries to turn the “new normal” into “normal”, and these changes both influence and are influenced by the language we use. A growing trend among metaphor researchers points to the greater awareness of the way we conceptualize the surrounding world: from the fight with the war on coronavirus, through the metaphors used for mental health issues, finally to the analyses of presidential candidates’ speeches. Metaphor scholarship, aware of the power yielded by figurative language, has great potential to raise the same awareness among other language users. With this theme we hope to advance the discussion about the implications of metaphor studies and their implementation in real world.