Innovation and ethics in consumption: The impact of communication and marketing on post-pandemic sustainability

Abstract

It's been five years since the Covid-19 pandemic shook the world. Its impact was inevitable: life as we knew it was transformed, forcing us to adapt routines, behaviours and ways of interacting. Lockdowns, social distancing rules, wearing masks and regular disinfection have become part of everyday life, changing not only individual habits but also the way organisations work. Against this backdrop of change, companies have been forced to readjust to the new demands. For many, communication and marketing have become fundamental tools not only for survival, but also for maintaining a close connection with their audiences. The aim of this article is to reflect on the role of marketing and communication in postpandemic society, exploring their influence in the fields of innovation, sustainability and ethical consumption. The aim is to understand how the consumer profile has evolved, the new consumption habits and the strategies that brands have adopted to respond to these new demands.