The COVID-19 pandemic has brought social responsibility to the forefront. Whether is practicing social distancing, wearing a mask in public or donating to relief efforts, the health crisis has people thinking more about how their actions impact the greater good. According to the latest Conscious Consumer Spending Index, which evaluates the importance consumers place on purchasing from socially responsible companies, actions taken to support such products and services and future intent to increase the amount they spend with responsible organizations, increased 15 percent to 46 on a 100-point scale.
The CCS Index also reports that more than 75 percent of Americans say that how a company treats employees and customers during the crisis will be an important factor when determining whether to support the organization post-COVID.
Socially responsible companies are particularly well-positioned to shine during challenging times since these organizations are already mission-driven and committed to making a positive impact. With communities slowly re-opening and the ‘new normal’ starting to take shape, socially responsible companies need to take the opportunity to communicate the unique ways their business is benefitting consumers and society. Below are three ways organizations are adapting during the pandemic that are worth promoting.
Finding New Approaches to Meet Evolving Needs
Challenging times require innovation, and stakeholders need to see that socially responsible companies are adjusting to the new landscape and fulfilling new requirements that have emerged during the crisis. For example, Capital Good Fund, a social change organization that uses financial services to end predatory lending and poverty one loan at a time, a launched a Crisis Relief Loan product that has helped more than 300 families affected by the COVID-19 virus.
Since COVID-19 hit, Fidelity Bank adapted quickly to the new reality, moving most of its operations to be remote to keep staff and clients safe. The bank handled more than 450 PPP loans worth more than 53 million dollars. Staff worked days, nights, and weekends to process as many loans as possible as efficiently as they could without complaint. In working around-the-clock to support its clients, Fidelity Bank has lived up to its promise of being a caring bank that supports its clients, colleagues, and community.
From blog posts to newsletters to press releases, organizations should focus on crafting messaging that clearly demonstrates how their business is continuing to serve consumers’ complex needs and actively creating solutions to address new issues.
Collaborating with Industry Partners
During trying times, partnership is more important than ever. Socially responsible companies need to amplify how they are partnering with other businesses to benefit the industry and the community. For example, Little Leaf Farms, the largest seller of controlled environmental agriculture baby leaf lettuce in the U.S., has partnered with local restaurants like the Bull Run and the Worcester Regional Food Hub to provide partners with a reliable source of produce as organizations have shifted operations due to the pandemic.
Whether it is issuing a joint news announcement about a new collaborative offering or promoting the relationship on social media, both companies should create communications plans that build awareness of how the brands are committed to making a difficult situation better together.
Supporting the Community
Socially responsible companies are stepping up to address the widespread economic hardship that COVID-19 has caused in their communities. One such organization, is Dean’s Beans, a social justice company that uses coffee to create positive change. They have created a “Kids Stimulus Package” to support Massachusetts school food programs.
When it comes to lending a helping hand, publicity delivers value by spreading the word to people who can benefit from the program while also reaffirming a company’s dedication to its mission in the eyes of consumers. When company spokespeople are interviewed by the media, be sure to arm them with talking points that outline what inspired the creation of the initiative and how it relates to organization’s long-term goals of uplifting society.
