Business Daily Media

Best and worst reactions from brands during the Covid-19 crisis

  • Written by News Company




Covid-19 has forced attention onto the economy, as the crisis will inevitably have economic consequences. This will affect businesses as well, because they will need to be resilient to survive the recession, which makes their response to the crisis vital. Brands need to retain public support and some have done a better job of that than others.

Public perception

While the really big global brands are well-placed to survive the expected recession, they can still face longer-term financial consequences. Thus it is important that they get their messaging right and one that has failed to do that is Amazon. The online retail giant was recently ranked the third top brand in the world, according to research published by Interbrand, with the public perception being that it was relevant and responsive. This gave it a value of $125 million, but during the pandemic it has been tone deaf. It refused to allow its warehouse workers to stay at home, putting their health at risk, while billionaire owner Jeff Bezos attacked a relief fund set up for its employees. Amazon benefits from having no real rivals, but public perception of it may have shifted.

Other major brands have done better, with Apple – which was the top ranking name on the Interbrand list – making a $20 million donation to smaller businesses that are struggling to survive. Google has donated $25 million in ad credits to health organisations and state agencies dealing with the health crisis, while also setting up a free Covid-19 educational website. These are examples of major brands getting their pandemic PR right by making cash donations and providing useful resources.

An ethical response

What people want from brands is evidence that they care about the health and financial wellbeing of their employees. In the UK, major high street brands Sports Direct and Wetherspoons failed this test by attempting to force their workers to continue attending when the health risk was at its highest. These brands do not have the global strength or unassailable market dominance enjoyed by Amazon, so it will be interesting to see what effect this has on them when the retail and restaurant sectors start to re-open.

Rapid adjustment to ensure safety

Brands in other sectors have not been able to keep workers at home. This includes cargo firms and airlines that have been required to get items like masks and medical equipment to frontline workers. Brands in this situation need to demonstrate that they are protecting their staff – for example Dubai-based cargo logistics company DP World, which has made sure all of its 10,000 on-site employees are provided with masks and gloves and kept at a safe distance from each other. A swift and safety-first adaptation to the virus that protects workers is the best response.

Some brands have responded to Covid-19 better than others, but we will have to wait to see what effects their actions during the crisis will have on them.

Business Today

3 in 4 fundraisers have experienced sexual harassment on the job – often because of inappropriate behavior from donors

Sexual harassment is a common workplace hazard for nonprofit fundraisers.fizkes/iStock/Getty Images PlusWhile the #MeToo movement that raised public awareness of sexual harassment is making fewer headlines than it did in 2017 and ...

Cathay Pacific 2021 Sustainability Report

New commitments in carbon neutrality and diversity, and supporting the Hong Kong community during the pandemicThe Cathay Pacific Group has released its annual Sustainable Development Report that addresses its commitment and prog...

Cozycozy, is tackling consumer manipulation in the travel industry

With its user-centric algorithm, Cozycozy fights against the Online Travel Agencies' rampant manipulation of consumers’ choices. In 2019, 112.3 million domestic trips and 11.3 Million international trips were taken by Austral...

Foreign companies exiting Russia echo the pressure campaign against South Africa's racist apartheid system

McDonald's is leaving Russia after three decades of operating there.Sefa Karacan/Anadolu Agency via Getty ImagesMcDonald’s provided many Russians with their first taste of capitalism three decades ago. Now, the global fast-f...

Jennifer Westacott's interview with Ross Greenwood

Ross Greenwood, host, Business Now: Joining us is the chief executive of the Business Council of Australia, Jennifer Westacott. Jennifer, many thanks for your time as always. Quite clearly the government is setting out its age...

Business success as Aussie kids skateboard brand, Ookkie, launches in UK and Europe

Australia’s leading kids skateboard company, Ookkie, has set the wheels in motion for global business success, expanding into two new overseas markets thanks to growing demand for its products from ‘skateboard loving paren...

Business Daily Media Business Development

Rishi Sunak's £15 billion cost-of-living package and windfall tax: four experts respond

Rishi Sunak, the UK chancellor of the exchequer, has unveiled a £15 billion package of measures to help households with the cost of living, after energy watchdog Ofgem announced it wou...

Jonquil Lowe, Senior Lecturer in Economics and Personal Finance, The Open University - avatar Jonquil Lowe, Senior Lecturer in Economics and Personal Finance, The Open University

the economic tactics that drive Liverpool and Real Madrid

Liverpool against Real Madrid in the Champions League final is a fixture for football fans to savour – two giants battling it out for one of the most prized trophies in the game. And r...

Simon Chadwick, Global Professor of Sport | Director of Eurasian Sport, EM Lyon - avatar Simon Chadwick, Global Professor of Sport | Director of Eurasian Sport, EM Lyon

Cathay Pacific 2021 Sustainability Report

New commitments in carbon neutrality and diversity, and supporting the Hong Kong community during the pandemicThe Cathay Pacific Group has released its annual Sustainable Development Repor...

Business Daily Media - avatar Business Daily Media

Cozycozy, is tackling consumer manipulation in the travel industry

With its user-centric algorithm, Cozycozy fights against the Online Travel Agencies' rampant manipulation of consumers’ choices. In 2019, 112.3 million domestic trips and 11.3 Million i...

Business Daily Media - avatar Business Daily Media

How to talk to your employer about trauma

Chanintorn.v / ShutterstockThe impact of trauma and post-traumatic stress disorder (PTSD) is a hidden chronic mental health issue in the workplace. A 2016 survey of UK adults found that one ...

Stefanos Nachmias, Principal Lecturer and Deputy Head of HRM Department, Nottingham Trent University - avatar Stefanos Nachmias, Principal Lecturer and Deputy Head of HRM Department, Nottingham Trent University

Jennifer Westacott's interview with Ross Greenwood

Ross Greenwood, host, Business Now: Joining us is the chief executive of the Business Council of Australia, Jennifer Westacott. Jennifer, many thanks for your time as always. Quite clear...

Ross Greenwood - avatar Ross Greenwood



NewsServices.com

Content & Technology Connecting Global Audiences

More Information - Less Opinion