The social responsibility of companies and organizations towards their stakeholders and towards the planet has been evolving and changing, as has geopolitics and the global economy based on the globalization of markets and capital. This article takes a prospective approach and presents the main challenges that companies and society currently face and the trends that companies and international think tanks are developing to face these challenges. Similarly, the European Union, with its taxonomy, requires companies a greater comply with the premises of the Green Deal. Civil society is also a key element when it comes to demanding more committed companies that can generate sustainable responses to global and local challenges. This involves having an education system that produces more aware and empowered citizens, capable of demanding companies to align their activities with sustainable development.

Millions of users follow and interact with each other on different social networks. Companies must adapt to the new phenomena of social communication as part of this context. This article analyses the impact of social networks on company communications, new social consumers and their new purchasing habits, the opportunities for companies on social networks, and finally the trends and challenges in the immediate future.