People will remember what you did for them when they needed it. This cuts both ways.
Brands who have been open, honest and generous in these times will reap the rewards in the long term.
The ones who grabbed a quick buck will be remembered. (We’re talking to you R900 bottle of hand sanitiser man).
Why should you care?
Not every company is going to make it out of this.
The ones that gave where they could will be able to bask in the warm glow of good customer feeling on the other side (and yes, there is going to be an “other side”). You want to be the company people feel indebted to.
Where can you make an impact?
- Ask yourself, How can we add genuine value in people’s lives?
- What assets or skills do you have that you could throw into the collective pot?
- Something to consider: on the ‘other side’ of this, what would you want people to say about your brand/company? (and how do we start building to get you there?)
- Remember that this is not just about money – do it for a society that just learned that their safety was always an illusion.
- It is time to start thinking about what people will need when it is done.
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This is an excerpt from Finding North (again) — where my team at Nicework and I have put a few thoughts together around Coronavirus and its aftermath: https://nwrk.co/findingnorth.
