Companies have a responsibility to the communities that allow them to exist. Many brands recognize this and make it a priority to give back, particularly in hard times like during the pandemic. Through doing good for the community, a company builds trust and long-term relationships with its public. We’re featuring 5 examples of brands that have done this in a timely, creative, or selfless way.
- During the COVID-19 pandemic, companies and employees alike struggled to navigate the transition to working at home. As a result, small businesses struggled to get by, and communities suffered. During these trying times, Mark Cuban announced that his companies’ employees would be reimbursed if they purchased their coffee and lunches from small businesses in their communities. Not only was Cuban helping thousands of his employees pay for meals, but he was also helping small businesses across the nation get through the pandemic.
- As storms batter communities across the country, it’s important to remember that companies can help. When Hurricane Florence hit in 2018, U-Haul offered free self-storage in Georgia, South Carolina, North Carolina, and Virginia so that people could hold onto their valuable possessions. U-Haul has made this a consistent policy for natural disasters, showing that the company cares about the well-being of those in need.
- Giving back to the environment is one of the most beneficial things a brand can do in our current society. Patagonia is a great example of focusing on communities through support for grassroots activists. The brand created Patagonia Action Works to connect people to local groups that work to solve issues they are passionate about. This includes different resources people can check out to get more involved in fighting the climate crisis. They also donate 1% of their sales to different environmental organizations.
- The ‘three striped’ athletic brand, Adidas, prides itself on a corporate responsibility structure built on community involvement, employee engagement, and corporate giving. A recent, yet ongoing example of their community involvement is BOKS by Reebok, an Adidas company. It’s a before-school program designed to bring access to fitness to young children. They launched BOKS in various mediums, making it accessible for anyone and everyone.
- Groupon, a global e-commerce marketplace, is an impactful connector between local merchandisers and the community. As the coronavirus hit small businesses hard, Groupon implemented more deals for “Buy Now, Do Now,” which promoted services like delivery and online education. They also had a campaign to “Buy Now, Do Later,” where customers purchased Groupons for what they were looking forward to after the pandemic.