Commentary

How Brands Can Help Those Suffering Most From Pandemic

As the U.S. continues to shelter in place, clear disparities are arising among racial and ethnic groups and their ability to work from home. The Economic Policy Institute shared startling data revealing how hard-hit African American and Hispanic workers are compared to other racial and ethnic groups.

Less than 20% of black workers and only 16.2% of Hispanic workers are able to work from home, according to the EPI data. Compare that with nearly 30% of whites and 37% of Asian workers. Workers who are non-Hispanic or Latino come in at 31.4%.

Shelter in place will most likely continue through part or all of May for most regions of the U.S. African American and Hispanic families will suffer the most in terms of job losses and lost wages in industries like hospitality, retail and other services. 

Hispanics and African Americans have also seen higher death rates from the virus. How marketers react to these realities will have long-lasting effects on both brand loyalty and brand choice for generations.

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Here’s what they can do to help:

Take care of your customers. Consumer products should take this opportunity to reach African American and Hispanic customers with rebates, bonus products and giveaways. Build on established loyalty by giving customers more. Going to the store is a risk. So, brands need to make it worth the consumers’ time while building devotion to their products.

Think ahead. Look to the needs of African American and Hispanic families for the summer and back-to-school time periods. Households with children may need a helping hand to entertain them and get them ready and equipped with what they need for whatever the coming school year will look like.

Be a resource. Brands can demonstrate epic empathy while serving these communities with job fairs, resume building, career closets, and free online courses that could help with job transitions.

We’ve all been hearing over and over that “we’re all in this together.” Marketers can show they are with their customers for the long haul even when the economy has ground to a halt. Imagine the impact your brand can have on someone’s life when it’s been turned upside down.

We are marketers. There’s always a way.

2 comments about "How Brands Can Help Those Suffering Most From Pandemic".
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  1. Beatriz Mallory from Beatriz Mallory, April 27, 2020 at 4:48 p.m.

    Brilliant, insightful and actionable recommendations. 

  2. Karla Fernandez Parker from Sensis replied, April 28, 2020 at 3:27 p.m.

    Thanks, Bea.

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