To begin with, there will be tectonic shifts in brand loyalty. Brands seen to have a human face by offering solutions amid the crisis and relating to the plight of the wider society, will win the hearts and minds of the masses. Closer relationships could also be sealed between the government and such proactive brands, resulting in goodwill, since confronting the deadly bug effectively requires collaboration. For instance, contact tracing requires hi-tech surveillance of the population and can only be possible with assistance from private technology firms. On the opposite end, any perceived inaction, indifference and hypocrisy towards corporations will see customers drift away from brands. Goodwill from the government may also be lost.

This is the social pillar of sustainability practices and stretches beyond customers to include the wellbeing of employees. How companies treat their workforce during this crisis will shape future employer-worker relations along with staff loyalty. Also, it will affect the appeal of an organisation in attracting and retaining top talent once the dark times are over.