Quantum cohomology and characteristic numbers The text-book example of quantum cohomology applied to enumerative geometry is the celebrated formula of Kontsevich (1994) which solves the classical counting problem: ``How many rational plane curves of degree $d$ pass through $3d-1$ general points?'' The formula is a recursion whose only initial input is the fact that there is a unique straight line through two points, and the recursion itself is the expression of the associativity of the quantum product (the WDVV equation), a new ring structure on the cohomology space. I'll spend a considerable time explaining this now-classical material, because the main result I want to present is a direct generalisation. Namely, the WDVV equation can be generalised (a certain deformation constructed by coupling with 2D gravity) to account also for tangency conditions, solving the century-old characteristic number problem for rational plane curves, i.e. the numbers of degree-$d$ rational curves through $a$ points and tangent to $b$ lines, $a+b=3d-1$. In the last two minutes of the talk, I will discuss other enumerative problems, and generalisation to higher genus and arbitrary target spaces...