The spread of COVID-19 continues to put pressure on businesses and brands from a wellbeing, economic and a values standpoint, prompting an unprecedented amount of scrutiny on how, how fast or even whether they respond. I’ve had the pleasure of interviewing some incredible leaders who chose to be the front lines of purpose-driven branding long before the pandemic through my Brand on Purpose podcast, exploring the successful coexistence and healthy tension between purpose and profit. These brands, always purpose driven, are now more focused than ever on bringing their corporate character forward.
And note that none of these organizations are using 60-second advertising gestures to communicate they care. They are taking real actions in their communities.