People first.
Brands, whether they like it or not, represent values, values inferred through their behaviour. They play a fundamental role in society, especially during and after crises such as the one we are experiencing. This is demonstrated by the data that Edelman published on trust in brands in times of COVID-19.
Brands need to get involved. Protect the well-being and safety of their employees. Be a safety net to fill the gaps in government response. Change even business as usual to help meet today’s challenges. Put people before profits.
Is it asking too much of brands? No. Because brands, today, are built to make a mark.