The North Face, H&M, Nike, Skechers, Lululemon, and Zara are just a few of the huge brands that have been doing a lot to help fight coronavirus. In some way or another, they’re giving back – whether it be products, donations or general support to those affected by the pandemic.
They do it to be helpful, to show they are sensitive, and that they care. To show there are humans behind the big brand name.
It’s applaudable. But it’s almost, practically, mandatory nowadays. Brands have to help in order to stay relevant. A brand’s actions during quarantine and this worldwide crisis will be remembered long after it’s all over.
That does not mean we have to be cynical about it. It is great, that this is what the brand-consumer relationship has come to. And just how truly meaningful is this whole social phenomenon? See below.
We’re sure you’ve at least heard of The Last Dance, the Chicago Bulls-Michael Jordan docu-series that’s got millions of people eagerly waiting for Sundays now to watch the next episode.
On last Sunday’s episodes, they talked about how some 30 years ago, Michael Jordan didn’t want to speak up about political issues. And, while he indeed received criticism for it back then, he stayed the best selling figure in the world. It’s impossible to think of such a colossal icon doing something like this nowadays, and surviving it.
People, fans, consumers – they expect brands, and Jordan is, of course, A BRAND – to be socially conscious. This is something we are talking about a lot here on PostFunnel. The whole “being helpful” thing, how brands are aiding the world fight the pandemic and contributing to so many other good causes these days. This is something the coronavirus crisis sped-up.
And now, beyond what thousands of companies are doing around the world to help with ventilators, masks, food, hand gel, hospital gowns, and so much more, we got this: Introducing College H.H.N.K.S.
It’s a moving company based in Florida, that is working with local shelters to verify domestic violence cases and help those in need of a transition to move to a safe place.
Here’s what they Tweeted about it last week. And we got to tell you –THE PUN IS NOT INTENDED – this thing is profoundly moving.
At #CollegeHUNKS, when we say #inthistogether, we mean it. We are helping #domesticviolence victims get to a safe place with a no-cost move. https://t.co/TUtpVRkv1S #community #weareinthistogether #wegotthis #giveback pic.twitter.com/z4xnzabEAh
— College HUNKS Hauling Junk & Moving (World HQ) (@CollegeHunks) May 1, 2020
The lesson for marketers? The whole “we’re in this together” thing is not just a slogan. It’s an obligation. And it is expected of you to communicate and act accordingly.
This is not 1990, and you are not all Michael Jordans.