At the beginning of the pandemic, many banks had promised to donate to charity any profit they could make from intermediating the Small Business Support Plan. However, according to the news, it seems they changed their minds. In fact, not only the banks, but many other brands have used the virus to address issues such as support and solidarity. The attitude is welcome but it only works if it is really true, i.e. if they don't change their minds as soon as things start to improve. Let there be no doubt: the post-Covid behaviour that brands will adopt will certainly be followed with extreme attention by a plurality of observers. The new consumer (born out of the pandemic) will be a permanent challenge for each and every company - even more so for those who think they can get away with temporary empathy.