It doesn’t matter the size of your company, all businesses need to change its focus during a crisis, whether it’s a natural disaster, Injustice and or in the case of the last few years a global pandemic. If businesses don’t pivot there focus during such times it could be read as tasteless and out of touch with the issues your consumer/ the wider society are facing. In such times business are scrutinized much more closely and your actions during that time could increase of decrease your customer base. This article is to help you understand the ways in which you can make strategic changes during such times, in order to retain and increase you customer base/ profit in the long run. However, the best businesses genuinely care about their audience and in difficult times doesn’t make profit their main objective which is very important. If empathy isn’t within you brand ethos or pillars you should really consider why it isn’t and work to change it. No one is drawn to inauthenticity.
Don’t Sell, Be Helpful
How can you help people during this time? Your product or service shouldn’t be the main focus, unless you are using it to support those in need. For example, fashion houses that used their facilities to make scrubs, mask and hand sanitiser for key workers and hospitals when there were shortages. This shone a light on high fashion, as it’s normally perceived as elitist and exclusionary, these acts question that and showed the importance common of humanity, what can be more important than caring for one other in our hardest times?
It may be hard to know what to say and what to do, but going underground in order to not say or do anything is one of the worst moves you can make. Even though the world may be preoccupied in that very moment they’ll eventually notice your silence and lack of action.
If you don’t know what to say you could always donate to certain causes and you can be honest at the fact that you don’t know as much as you would like to speak on situations, but making a statement saying that you’re willing to do the work in order to understand is one of the biggest and most important gestures anyone can make, whether you’re an individual or large company.
You can lend your social channels for a social media take over allowing messages to be spread further. Or you could even enlist the help of an expert on the particular area to help you come up with a message/ statement/ action that is fully considered, respectful and shows sensitivity. No one knows it all but we can try and bridge that knowledge gap through education and conversation, if you’re willing to do so you’re on the right track.
We all go through highs and lows in life and we always remember the people/ organisations who were there for us in those times. Be remembered for the right reasons.
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