Is the COVID-19 Pandemic Shifting the Social-Business Paradigm?

Crises show all the aspects that surround a society, demonstrating whether society is equal to the demands or not. The current COVID-19 pandemic is creating a challenge for all market agents, be they politicians, entrepreneurs, or individuals, where the difficulties are presented every day from different perspectives: social, economic, educational. Therefore, both companies and individuals are implementing numerous solidarity strategies to help society and combat the effects of the health crisis. The question contemplated in this research is if this is the beginning of a new social-business paradigm, in which the results do not take precedence over the social aspects around the business market. And it is in this framework where this research focuses on studying this paradigm shift, analysing the future impact that these solidarity measures of companies will have on society, and therefore on consumer behaviour.