Faced with the various crises that are presented to an organization, as in the case generated by the covid-19 pandemic, the humanization of companies and the commitment to corporate social responsibility have become evident, family companies have not been oblivious to this problematic and have found in their collaborators the support to reinvent themselves.This one, with a qualitative grounded theory approach, aims to identify the responsible strategies that will serve as a guide for the leaders of these organizations.The results showed the practices that need to be strengthened according to the categories or dimensions established in ISO 26000, such as governance of the organization, labor and fair operating practices, consumer affairs, the environment, human rights, and community development.