Yes, non-refundable means non-refundable, but there have been a few changes in the industry over the past 25 years that might merit a little more flexibility or "souplesse" as we would say in French. (I can't think of an English word that captures it completely.)
I fly almost entirely on paid premium economy and business (international) or first (domestic) tickets, and can afford to do so. The rules for many of these fares make the difference between the economy and premium economy fares, or between the economy and first class fares, refundable. This is the case with Lufthansa, for example. It's a great benefit when there's an emergency and it's necessary to board the next flight home, regardless of class.
Refundable economy fares, however, have become outrageously expensive. A refundable economy ticket costs more than an advance-purchase first class ticket (which may include a refundable portion, as explained above). You're looking at three to five times the cost of regular economy (not basic economy) ticket!
Refundable economy tickets can also be hard to purchase. Lufthansa just last fall added the ability to select a fare other than the lowest fare in a given class, on its Web site and app.
Change fees didn't exist until the mid-1990s, and they started out small, at USD 25, i.e., a fraction of the value of the ticket. Today, change fees of USD 300, 400 or 500 per person per leg are common.
Under these pricing conditions, which the airlines created themselves, the airlines should be flexible when there is a pandemic. A credit memo for a future trip seems quite reasonable. If it were my airline, I'd be thankful for the promise of future business. There might well be a permanent shift toward online meetings, and an attendant drop in business travel. Airlines might be grateful for those economy-class travelers in a year or two.
There would even be a business argument for granting refunds: honest accounting forbids counting the money as regular revenue if the service isn't actually consumed. It gets reported as fee revenue rather than ticket revenue. In other words, investors notice that the basic business is declining.
I do encourage people to buy travel insurance with a "cancel any reason" add-on. Early in the present outbreak, multiple travel insurers removed the option. It's not available at any price.
I am a big supporter of "unbundling", i.e., of paying for the services you use. I don't check bags and so I don't have to pay for that. I like shorter lines and more space, so I do pay for that. But for all-economy travelers, flexible air tickets have become less and less readily available over the past 25 years.
Airlines are in business to make money. In an unprecedented (in modern times) crisis like this, it's possible that flexibility will be the way to maximize long-term income.