Jessica Ng (Muay Thai Fighter and Co-founder of South Paw Stitches) and Hannah Ryu (Co-founder of Oak Theory and South Paw Stitches) started their dream of building their Muay Thai brand a couple of months ago. Although, in response to unprecedented times they knew they couldn’t continue with their original plan of building their brand for South Paw Stitches.
They shifted their business into making and fundraising TRUE masks: masks that are antibacterial, 99% BFE (bacterial filtration efficiency). Masks are $20 and all proceeds go toward donating them to people who are in need in their community. They donated over 700 masks as of May 15.
“…We knew we had to redirect our energy & efforts to support the city and the community that we love so dearly.”
They’re not alone. Marketing during a pandemic is new for businesses and many brands are shifting their focus to help their community.
Multeeproject shifted their apparel focus to making a self-cleaning NanoSphere mask. For their launch of their “New Standard Mask”, they donated 100% of proceeds to Color of Change, raising $5,695. They’re continuing to donate 20% of mask profits to the organization #GetUsPPE.
SteadyUS launched its relief initiative “FIGHT FOR US” in collaboration with NYC restaurants 886, Canal Street Market, Madam Vo, and more. All proceeds will be donated to Heart of Dinner who provide meal assistance to the elderly of the Chinatown community.
“I would argue that one of most the meaningful things brands can do right now is focus on two qualities: helpfulness and empathy.” — Bridget Brennan, Forbes
Businesses need to refocus their brand by addressing COVID-19 and social responsibility to stay connected with their consumers-their community.
