COVID-19 What are brands doing to help in the global crisis?
COVID-19
What are brands doing to help the global crisis?
Adapt to survive
Nothing increases progress like a crisis. When ‘let’s look into it’ becomes ‘we need to do it now’ our priorities are forced to change and not always for the worse. There are plenty of horror stories flooding our news feeds with pandemic publicity right now which can make it hard to see some of the positive and innovative responses to this crisis.
Alongside fears of the destruction Coronavirus will leave in its wake, many have been working extremely hard behind the scenes to support their local businesses, key workers and NHS heroes. Companies across a multitude of sectors have offered their factories and employees to help in the battle against COVID-19 with many transforming overnight.
Luxury goods company LVMH, parent company to designer brands such as Louis Vuitton, Dior, Sephora and more has utilised three of its French factories for the manufacture of hand sanitiser. Within 72 hours high-end fragrance bottles were replaced with plastic dispensers. Reportedly a weighty 12 tonnes of gel are destined for French hospitals. In a statement the company said ‘LMVH will honour this commitment as long as necessary’.
British clothing brand Mackintosh have swapped production of their iconic rain macs for NHS nurses uniforms while other labels such as COS, Balenciaga, Zara and Mango have re-tooled their facilities to create necessary face masks. Parisian clothing brand Sandro are producing 10,000 safety masks using scraps of material from previous collections – stylish, supportive and sustainable.
Mackintosh in Nelson, Lancashire
People over profits
Companies looking after people over their profits will likely be rewarded by customer’s loyalty and trust. Authentic, effective communication is key and those brands who have been vocal on taking action and offering promises of support are being tested now.
As part of our liquid retail series we talked about the importance of brands advocating clear messaging on well-being and sustainability and the value this has with audiences. Now living during a global pandemic, we see that 89% of Gen-z and millennials expect brands to take action to help with Coronavirus. How companies adapt, the action they take and the support they offer will live in customers minds long after this is over.
65% of global customers feel that how a brand responds to the crisis will have a huge impact on their likelihood to purchase from that brand in future. Similarly, 37% recently chose a new brand due to the positive and compassionate way they have responded to the outbreak. Interestingly, and rather pleasingly, the focus is on problem solving rather than selling. Brands are having to react fast and dig deep with decisive action to prove to customers that they care.
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Responding to immediate challenges on the COVID-19 frontline several manufacturing firms have joined forces to produce ventilators for the NHS, who are reportedly at least a whopping 30,000 short. Supercar manufacturer McLaren, along with aerospace companies Airbus and Thales and other industry giants like Rolls Royce, Ford, BAE Systems, Smiths and many more are utilising their engineers and facilities. Consumer brand Dyson are also working on 10,000 ventilator units having halted production on other business in order to support in the battle against this virus. Will they be as game changing as the supersonic hairdryer?
From footwear to cosmetics to Formula 1, brands are innovating in big ways. Yes, the current climate can be frightening but it is also exciting to see what can be achieved when we all work together. Here’s hoping this level of support and kindness towards others is remembered when we return to ‘normal’. Whatever that normal may look like.
