The world is chaotic today and people are facing unprecedented challenges. The businesses are struggling hard to stay afloat as the market trends and priorities of the customers have drastically changed. In such trying times, making a real connection with your customers using the conventional marketing techniques could be quite difficult. Today the brands need to be more responsible and compassionate to earn credibility and customer loyalty which could even outlast the ongoing crisis. American author Zig Ziglar had said “Stop selling. Start helping”, and now is the time to adhere to this more than ever. As the times are so uncertain, many companies aren’t sure how to frame their marketing messages or if they should really promote their product and services now. However, as the new normals are surfacing amid new challenges, it’s important to focus more on compassionate marketing. Adding value to the life of people, initiating positive changes within communities, caring for human needs and being responsible while doing business is the need of the hour.