COVID-19 has brought a new consciousness that goes far beyond compensating for a company's negative impact on people and the planet. Consumers are reassessing what they value the most, turning their backs on excess buying and demanding more from the companies they purchase from and work for. Businesses need to embed sustainability into their values, focus on diversity and inclusion and embrace digital transformation as the world moves through and beyond the pandemic. In the context of significantly reduced purchasing power, continued resource scarcity and health and economic uncertainty, companies must distill the core purpose of their existence and demonstrate why consumers and shareholders should care that they exist at all.