Five ways brands are dealing with the coronavirus situation
How companies can make credible, meaningful and relevant commitments to the cause.
The current coronavirus situation is preoccupying all of us. The highest priority for companies and brands is to ensure the safety of employees, business partners and customers. In their role as “corporate citizens”, many also recognize a duty to help overcome this social challenge. But how? The key is to balance customers’ expectations of commitment to the common good with the complexity of the situation and lack of simple answers. Above all, brands do not want to be perceived as profiteering, so it’s essential that their commitment is perceived as credible, meaningful and relevant.
Here are five ways companies are dealing with and adapting to the unprecedented situation.
Easy access
A number of brands are offering their services at lower prices or for free, to make them available to people in need. The video conferencing provider Zoom, for example, makes its service free for schools so that they can continue teaching even when the physical locations are closed.
Many companies have valuable resources that can be used to overcome current challenges. Some of these resources are currently standing idle or unused, which is why sharing or reorganizing them can be a win-win situation. Several car manufacturers (including BYD, Tesla, Volkswagen) are planning to use their production capacities to manufacture medical equipment. Meanwhile in a creative collaboration, Aldi is temporarily hiring McDonald’s staff to help with the extra food retail workload while restaurants remain closed.
Communicative healing
Global lockdowns and worries about health, money and loved ones are weighing on many people. Encouraging, positive messages are more important than ever, and even small brands make a significant contribution. The swimwear startup Summersalt, for example, has quickly turned their customer service into a “pep-up service”, inviting people to send them a short message if they need emotional support. In reply, a staff member chats, leads a meditation or sends a funny gif.
Changing channels
Serving people in times of isolation can sometimes be achieved by switching distribution channels. Restaurants (and even bars) are switching to delivery or collection. Many conferences and cultural events are livestreaming — often for free. At the same time, online cultural education services are finally getting the attention they deserve; for example, Google Arts & Culture offers free virtual access to major museums across the world.
Money moves
A simple yet crucial form of participation is financial support. Some major brands have already thrown remarkable sums of money into the ring. It’s important to check where this money has the greatest effect and whether the purpose can also be tied to the company. Diageo, the company behind Guinness and Johnny Walker, for example, has set up a million-dollar fund for restaurant owners so that they can continue to pay their staff even when locations remain closed. This challenge is also an opportunity to credibly prove the brand’s purpose and commit to being part of society.
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As more companies make innovative commitments, we’re continually updating our public Trello board to document the moves and draw inspiration. Add it to your bookmarks.
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