In this time of global upheaval, it’s both refreshing and heartwarming to see people coming together for the greater good.
Businesses have stepped up in the philanthropy department as well, prioritizing human life over profits. The safety of consumers and workers is paramount right now and it’s on all of us to do our part.
Consumers seem to agree. 56% say they’re happy to hear about how brands are stepping up their humanitarian efforts during COVID-19. Meanwhile, 43% say they feel reassured hearing from brands they know and trust about coronavirus responses.
Below you’ll find a brief list highlighting how some big brands are going above and beyond in response to the COVID-19 crisis.
Unilever partnered with Feeding America to support food banks across the country. The consumer giant will donate $8 million in aid, including personal care, hygiene, and home cleaning products. Unilever also plans to donate 200,000 face masks to New Jersey hospitals.
On May 21, Unilever will harness its labor force to assist vulnerable communities impacted by the coronavirus.
Committed to mental health, Harry’s is offering a free crisis text line for men struggling with mental health issues during the pandemic.
Experts believe 20% of restaurants could never reopen after the crisis ends. Google has put together an extensive $800 million aid package to help small businesses stay afloat during this time. Assistance includes ad credits, cloud credits, and non-profit investments.
Ford, GE, and 3M in cooperation with the United Auto Workers will shift their production to respirators, face shields, and other necessary medical supplies.
To help K-12 teachers working remotely, Logitech is donating webcams so that teachers can stay connected with their students.
Miller understands bartenders have no income right now. That’s why they’ve set up a virtual tip jar and a Bartender Emergency Assistance Program.
Anheuser Bush is also taking it upon themselves to use their supply and logistics network to produce and distribute bottles of hand sanitizer to accommodate the growing need across the United States. They are working with the Red Cross to determine where the hand sanitizer is needed most.
Delta will provide free flights to medical workers. The CEO has announced he will forgo his salary for six months to prevent mass layoffs during the pandemic.
Channeling their inner Elaine, Cottonelle asked their audience to #ShareASquare. As part of their relief efforts, Cottonelle plans to donate $1 million and one million rolls of toilet paper.
Kroger has designated certain hours for at-risk groups like elderly shoppers and people with chronic conditions.
Serta is donating over 10,000 mattresses to New York hospitals and medical facilities. It encouraged its competitors to follow suit in an interesting show of solidarity.
Zara has offered to stitch hospital scrubs which it would distribute to workers in Spain.
Also doing its part to help small businesses power through the economic fallout of COVID-19, Facebook will provide $100 million in free ad space to 30,000 businesses.
Harbor Freight is providing free PPE to hospitals in the 1,000 communities it operates.
Over the next few months, our team at E29 will track the brands’ efforts and consumer response.
Will brands benefit from an increase in customer loyalty and branding from their COVID-19 response? Will businesses continue their coronavirus philanthropy until the pandemic is eradicated?
Sign up for our email list and check back in a few months to see the follow-up blog from E29!
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