The current pandemic crisis and the diffusion of smart working highlight numerous reflections on the meaning of "Well-being" of employees and on the strategies to face the new organizational challenges. In this context, new signs of attention to the issue of corporate welfare emerge strongly. Through the emerging evidence from Generali’s Welfare Index PMI research and the vivid testimonies of the protagonists of innovative corporate welfare projects, we will talk about the new paradigms of the economy and society in the "new normal": people care, sustainability, well-being, community and territory.