Brands are cultivating new ways to help communities

Maureen McLaughlin

At the outset of the COVID-19 pandemic, brands and organisations in the USA were quick to provide aid: Nestlé donated to Meals on Wheels America, adidas donated to the COVID-19 Solidarity Response Fund and MAC Cosmetics donated to high-risk communities.

When the coronavirus started to spread in the U.S. earlier this year, brands and organizations were quick to provide aid. Examples abound: Freshly partnered with Nestlé to give $500,000 to Meals on Wheels America, adidas donated over $3 million to the COVID-19 Solidarity Response Fund, and MAC Cosmetics provided $10 million to high-risk communities.

However, following the initial rush to donate money and/or supplies, some companies are opting to build on their relief efforts and their in-this-together messaging to create more community-based assets. Such efforts are designed to address the community at large and make people's lives a little easier...

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