During these uncertain times, there is one thing that is certain – businesses around the world are being forced to radically rethink how they operate, and how they portray their brand in the market during this challenging time will be crucial to their future success. So, when a cultural moment shifts as dramatically as it has in the face of COVID-19, it’s important that brands address the issue with tact, empathy, and mindful marketing.
Businesses Coming Together
Woolworths and Qantas. Woolworths offered short-term jobs to Qantas staff as the airline was forced to place staff on leave after suspending all international flights and reducing domestic flights. Qantas chief executive Alan Joyce said Woolworths chief executive Brad Banducci had offered his help via email and "I rang him back straight away".
Businesses Giving Back
Uber. Uber is pledging to deliver free meals to first responders and healthcare workers on the front line of the coronavirus pandemic.
"We’re going to deliver over 300,000 meals for health officials and first responders who are on the front line,” said Uber Chief Financial Officer Nelson Chai. “We’re doing what we can.”
Zara. After donating thousands of masks, the parent company of Zara has offered to produce scrubs for hospitals in Spain that are fighting against the novel coronavirus. Zara owner, Inditex said it would convert part of its textile manufacturing capacity in Spain to produce hospital gowns.
Businesses Encouraging Social Distancing
Nike. Nike is the latest brand to encourage social distancing during these challenging times. On social media, adorned by the brands' iconic swoosh, the ads read, "If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world." This campaign feels especially on point; we are all in this together, now more than ever, one team.