Paying It Forward: How Brands Are Doing Their Part During COVID-19

As COVID-19 (Coronavirus) continues to disrupt life around the globe, it’s only natural to feel disheartened, confused, and fearful for the future. Times are undoubtedly difficult, especially for healthcare workers and others who have been affected by the virus. However, if there’s a silver lining, it’s the many displays of unity, goodwill, and generosity we have seen throughout the past few months.

From communities coming together to help elderly residents with grocery shopping to homeowners plastering their windows with red hearts to show support for healthcare and essential workers, one thing is certain: we’re all in this together.

But individuals aren’t the only ones doing good deeds—brands of all sizes are using their platforms to give back, too. Here are a few of our favorite ways that companies are helping out during the Coronavirus pandemic.

Sales Donations

As consumers shift to online shopping amid stay-at-home orders, many retailers are using their increased eCommerce revenue to support those in need. Dune Jewelry, for example, is donating 15 percent of all sales to Direct Relief, a nonprofit organization that works to improve the lives of people affected by emergencies. During COVID-19, Direct Relief has been providing healthcare workers with personal protective equipment and other essential medical resources.

Product Donations

Healthcare systems across the globe have been struggling to accommodate the influx of COVID-19 patients, with many lacking the critical supplies they need to operate. Luckily, many brands are stepping up to donate their own products to help hospitals, medical workers, and patients. Serta Simmons Bedding, for example, is donating 10,000 mattresses to New York City hospitals and temporary healthcare facilities.

Meanwhile, footwear brands like Crocs and Allbirds are donating their shoes to medical workers. Allbirds has already given away $500,000 worth of shoes and is now offering to split the cost with customers to donate a pair. Crocs has partnered with several notable brands, including Bank of America, Famous Footwear, and more, to provide free pairs of their Classic Clogs to healthcare professionals.

Making Masks & Other Essential Items

One of the most challenging aspects of the COVID-19 pandemic is perhaps the lack of essential supplies, from simple surgical masks to complex, lifesaving ventilators. Without these products, hospitals are unable to protect their employees and treat their patients. And despite economic uncertainty, companies throughout all industries are using their resources to fill the gaps and manufacture these critical items.

Here are just a few examples:

  • Brooks Brothers is using its factories to produce medical masks and gowns. They plan to manufacture 150,000 products per day and are one of the only brands producing medical-grade masks.
  • LVMH, a luxury conglomerate that owns Louis Vuitton, Fendi, and Givenchy, to name a few, is using its fragrance and cosmetics production facilities to create hand sanitizer for French hospitals and health authorities.
  • Ford Motor Company is teaming up with GE Healthcare to produce 50,000 ventilators by July 2020. The auto giant is also producing respirators, masks, gowns, and test collection kits.

Discounts & Specials for Frontline Workers

A number of businesses are also offering discounts and specials for essential workers like nurses, doctors, EMTs, and more. Sweetgreen, for example, is giving away free meals to healthcare workers in Los Angeles and San Francisco. Meanwhile, ReebokThe North Face, and other retailers are providing 50% off discounts for first responders, teachers, nurses, and other professionals that are directly involved in the fight against Coronavirus.

Wellness brands are doing their part to provide support and relief for frontline workers, too. Headspace, a mindfulness and meditation app, is offering free subscriptions for all healthcare professionals throughout the rest of 2020. Similarly, the virtual therapy platform, Talkspace, is providing doctors, nurses, and social workers with free access to their messaging plan. 

Times may be tough, but the global community has proven that there’s strength in numbers. Acts of kindness around the world are providing a glimmer of hope and the support healthcare professionals, patients, and other affected individuals need to push on.

Interested in whipping up your own fundraising strategy or donation plan? CAKE is here to help. Our digital marketing experts will work with you to develop and execute a plan that gives back to your customers and community. 

Right now, we’re also offering a COVID-19 eCommerce strategy package that includes a variety of valuable services to help your business thrive. Reach out today to schedule a call with our team!