Brands Doing Good During a Difficult Time
[Editor's Note: One silver lining during the COVID-19 period is that some brands, organizations and individuals are attempting to offset the difficulties with acts of kindness. In the article below, originally published March 13, 2020, PRNEWS editor Seth Arenstein described and listed early examples of large brands doing good. Since that time, PRNEWS decided to add to the list periodically with additional examples of noteworthy activities from groups of all sizes. We welcome you to send us your examples. Contact: sarenstein@accessintel.com or nschuman@accessintel.com Thank you.]
It’s a new normal for the country. You can consider the health precautions—such as periodic hand washing and social distancing—and the cancellations as burdens. Yet consider the upside: The U.S. is fortunate in that it can benefit from other countries’ experiences, possibly helping to lessen the virus’s impact here.
For brands, a new baseline is also forming. What eventually becomes standard practice in CSR is uncertain, yet trends are coalescing. Some brands are stepping up, others are standing pat, at least for the moment.
Preferring to look at COVID-19 as a great opportunity for CSR, we’ve noticed a bevy of large brands doing good. These kind acts likely earn double reputation points. Doing good is welcome always. Foregoing some revenue in the face of economic uncertainty, now that should really benefit reputation.
Some companies and organizations are doing good internally, others externally. For example, Shopify is giving each of its employees a $1000 stipend to buy supplies to work from home. A church in Maryland voted to continue to pay its musicians despite cancelling worship services.
Companies and organizations acting this way "will see advantages...in the long term," says Deb Gabor, CEO, Sol Marketing. Goodwill, she adds, will extend to them "in spades."
Such actions, adds Amy Power of the Power Group, are becoming table stakes.
On the other hand, "opportunistic and uncouth" brands that are "co-opting this disaster for their benefit will find themselves in a world of hurt," Gabor says.
Below a sampling of large brands doing good:
The NY Times and other media outlets have taken down paywalls blocking coronavirus stories. The Times and USA Today are offering free coronavirus newsletters. LinkedIn also is making certain resources available gratis.
CVS is waiving its delivery fee on prescriptions. This will allow people who might have the virus, or be at high risk of contracting it, to stay home, per the CDC’s recommendation.
U-Haul is offering 30 days of free storage to college students who need to quickly vacate their dorms.
FCC chief Ajit Pai urged internet service providers (ISP) to take measures that ensure customers won't lose their connection despite an inability to pay for it. Some ISPs will offer free internet access to low-income families. In addition, several ISPs will make hot spots available to all.
Chinese e-commerce billionaire Jack Ma is donating 1 million face masks and 500,000 test kits to the US.
Several NBA stars and Mavericks owner Mark Cuban are pitching in to help arena employees.
Amazon is donating $5 million to help small businesses around its headquarters cope with the expected slowdown.
Similarly, Facebook and Google, among others, are donating funds to help Silicon Valley communities.
In addition, Facebook will send $20 million to WHO, CDC and the UN Foundation as they battle the virus.
Additional Examples of Those Doing Good During COVID-19
Ford launched an ad campaign to raise awareness around its program to provide assistance to customers during the virus.
Pitching guru Michael Smart is opening one of his webinars to all. The topic is how to make it through an economic downturn as a PR pro. Sign up for the March 19, 2020, webinar here.
3BL Media is waiving fees for CSRwire releases from nonprofits relating to coronavirus.