Being helpful and acting with empathy and authentic purpose – legacy brands will be remembered for how they helped society, those in need and the most vulnerable during the COVID-19 era and beyond.
With a wealth of brands across a broad range of sectors, pivoting with purpose to innovate at breakneck speed – here are just some that have inspired us.
From fashion brands like Zara manufacturing hospital gowns and Kurt Geiger’s CEO suspending his salary until stores reopen, to the restaurant/food & drink industry where we’ve seen Leon turning its 65 restaurants into click-and-collect food shops with 100% of profits going to the NHS; Pernod Ricard pledging to produce 5 gallons of hand sanitiser; Morrisons changing its core purpose to ‘feed the nation’ and Budweiser creating a pay-it-forward ‘Save a Pub’ gift voucher scheme – these brands have been super agile, relevant and compassionate.
As well as keeping the nation fit, engaged and inspired – #PEWithJoe has seen Joe Wicks donate his YouTube advertising revenue to the NHS, whilst The Scouts fronted Chief Scout Bear Grills for ‘The Great INdoors’ campaign – creating content to inspire and motivate kids during lockdown. We’ve even seen unlikely partnerships e.g. Aldo Zilli collaborating with Ann Summers with #quarantinecooking hacks using the brand’s Penis Pasta – selling more in 7 days than the previous year’s total!
Consumers have long memories … and the likes of Wetherspoons (Tim Martin telling his staff to ‘go and work in Tesco’); Sports Direct’s Mike Ashley hiking prices and potentially breaking ‘essential store’ status by staying open and Liverpool FC furloughing staff at taxpayers expense – all have had to do embarrassing U turns, but the long term damage has almost certainly already been done.
#StayAtHome #ProtectTheNHS #SaveLives