How are brands adapting to the COVID-19 pandemic?

Every single business around the world has been impacted by the pandemic in some sort of way. Whether it is for the good or the bad, they’ve had to adapt to the way that they operate. Furloughing staff is probably the most common form of adapting but there are more ways to change the way your business responds to the pandemic. A couple examples of adaptation performed by companies will be reviewed down below and analysed.

Logo Change

In the light of the pandemic, multiple companies like Coca Cola, Audi and VW have created campaigns changing their logos to promote social distancing. This is a very clever marketing campaign because it demonstrates that the companies are concerned and aware about the pandemic and are trying to do something about it. This sparks a conversation and by doing so, this raises the awareness of the company when most people are distracted by the terrible news every day. Therefore, improving their CSR and increasing their reputable profile. This simple and effective method prompts and reminds the public about the company and to consider giving their actions to the company now or after the pandemic.

CSR

With all the criticism governments are facing for their handling of the virus, companies on the whole have received a mass of support for the actions. Companies have offered donations to healthcare providers, offered current products for free to healthcare providers and some companies are even creating specialized products that they don’t supply in order to provide for people that need it.

There are hundreds of examples of companies using their materials to create products needed to fight coronavirus. For example, luxury fashion retailer, Burberry have set a target of producing 100’000 face masks and gowns for the NHS whilst also supplying funding for vaccine testing. Not only do the NHS benefit from this kind support but Burberry also because in the eyes of the public, this was an incredibly kind thing to do. This move might influence consumer action to Burberry because they appear to be a very progressive brand and a customer may support this decision with action. It appears that most companies using their own materials to create medical instruments such as face masks and ventilators face a torrid time and their industry is suffering significantly. Therefore, they’ve produced equipment for free to possible try and persuade the public to consider their company the next time they think of shopping during the pandemic or after.

58 Gin is a gin company that produced bottles of flavoured gin but as the Government ordered the closure of bars and pubs, they lost their main audience so they had to change their product line because they would soon lose their business if they didn’t adapt to change.“If we didn’t do something, and do it very, very quickly, we’d also have no business” this business decision from Managing Director Carmen O’Neil might’ve saved the business.

As supermarkets become one of the most visited places in the UK at this point in time, they are seeing their value rise and rise. They are aware of the virus and are making every effort to making sure everyone is safe. With the increase in revenue, they are donating heavily to charities to try and spread the wealth. Asda, Lidl, Aldi, Co-op and M&S have been praised for supporting charities. It’s unfortunate that some large companies like fashion retailers might be unable to donate because they are suffering with sales.

It is incredibly important that companies don't go overboard and become too opportunistic. Times like these are crucial for a businesses survival and if they focus too much on profit and sales, they might anger stakeholders and shareholders. This meme encapsulated the public's opinions on companies and can see through their marketing which can negatively impact not only the perception of the company but also it's profits. Consumers are clever and don't like to be treated as simple so when a companies marketing message reads "We're all in this together", consumers don't trust it and attitudes change.

The outcome of this post is to highlight the importance of using CSR during a crisis like this. Adapting to the market has been a thing that businesses have been doing for years but in a time like this, it's crucial to adapt if you're product is in low demand. Acting in the public's self-interests is a sure way to appear responsible and positively impact the number one goal of business; to make money.