Early responders like Ford and Hanes inspired other brands to redeploy labour and infrastructure for the common good.
This article states that filling the void of critical infrastructure and information created by the pandemic can help brands act as good citizens and build consumer loyalty. The pandemic has made brands reorient their business to address the immediate challenges.
For some, this meant redeploying skill sets to produce infrastructure like ventilators and personal protection equipment. Other brands reframed their messaging to align with the current situation and direct consumers to take steps such as social distancing and staying at home.
For example, Nike urged people to stay home with the “Play inside, Play for the World” tag. Businesses can also be good citizens by providing mental health support to their employees.
[5 minute read]