Brands Are Stepping Up Amidst the COVID-19 Crisis
Photo by Sharon McCutcheon on Unsplash
Around the world, individuals of all ages have been impacted by the coronavirus pandemic; and, according to a recent survey, consumers expect brands to step up to assist them in handling the crisis. They believe that brands can assist with everything from relieving security concerns to establishing a sense of normalcy as well as distracting them from the outbreak and helping them establish a connection with others in their community.
Overall, 50% of consumers expect brands to donate time, money or products to those in need. Nearly the same number of consumers (48%) expect brands to look after their employees during this trying time. To a lesser extent, consumers (41%) expect brands to offer discounts. Most importantly, consumers do not want brands to stay silent about the pandemic.
At Give To Get, we believe that it’s important for brands to put their purpose into motion. Here, we’re recapping some unique ways brands have responded to the health crisis.
Christiano Siriano got in touch with New York Gov. Andrew Cuomo via Twitter on March 20th to offer his team’s services. Although Siriano is known for high-end fashion, he said his sewing team would happily make masks for healthcare workers in NYC, the epicenter for the COVID-19 crisis.
Although many restaurants have been forced to close, top chefs — like Marcus Samuelsson and Jose Andres — are turning their kitchens into havens for community members who need meals. Other restaurants are reimagining their spaces to sell produce boxes to support local farmers.
Cisco, the creator of WebEx, boosted the capabilities of the free version of its videoconferencing software. The company is also making major financial contributions ($225 million, including $8 million in cash donations) to global relief efforts as well as organizations that support the homeless and food insecure in the Bay Area, where the company is headquartered.
AT&T has announced a variety of plans to support first responders, business clients, and community members. For example, the company’s $10 Million Distance Learning and Family Connections Fund, gives parents, students, and teachers the tools they need for at-home learning. In March, the fund’s first donation went to the Khan Academy, which expanded its free online distance learning courses to include additional resources for those new to homeschooling.
In an effort to help customers during these challenging times, State Farm Mutual Automobile Insurance Company, the nation’s largest auto insurer, announced its Good Neighbor Relief Program, which will provide a credit for its auto insurance customers. According to the brand, customers will receive a credit on their accounts as the nation’s “shelter in place” orders have made travel — and car accidents —less likely.
Cottonelle’s #ShareaSquare campaign encouraged individuals to give rolls of toilet paper, which were hoarded at the beginning of the pandemic, to those who need some and post their donation on social media. In return, Cottonelle donated $1 for each post (up to $100,000) to the United Way Worldwide COVID-19 Community Response and Recovery Fund.
Soft drink giant Coca-Cola, which is based in Atlanta, teamed up with Georgia Tech’s top engineering talent for a one-of-a-kind collaboration. The beverage company donated thousands of pounds of plastic sheeting that the Yellow Jackets’ engineers were able to turn into 50,000 plastic surgical shields.
·Last week, Apple and Google announced that they would be building software into smartphones that would tell people if they were recently in contact with someone who was infected with COVID-19. Tracing exposure to the virus will be a key step in reopening the United States. Additionally, Apple is dedicated to supporting the worldwide response to COVID-19. As of early April, the brand had sourced more than 20 million masks through its supply chain. The company’s design, engineering, operations and packaging teams were also working with suppliers to design, produce and ship face shields for medical workers.
For other information about companies that are giving back during this crisis, visit the Give To Get Twitter page. If you’re looking for an opportunity to give back, please visit our volunteer resources.