Something the current crisis is revealing is the opportunities brands have to demonstrate their commitment to their purpose and their communities.

Leaders who understand this are in some cases entirely pivoting their business to supply much-needed resources such as hand sanitizer and masks. Others are offering deep discounts or even free access to their products to help people adapt to the rapidly changing circumstances of their lives. Many are simply helping with advice in their areas of expertise, such as working from home tips, remote conferencing and the like.

These are the brands that will be remembered. Brands attempting to capitalize on the situation are being called out publicly for their shameful behaviour. Loyalty is earned through dedicated service in tough times, not by cheap efforts to sell based on people’s fear and anxiety.