When solidarity (finally) happens

Solidarity, resilience or involvement with the community are terms used and abused for many years strategically and surgically by brands when communicating with their multiple stakeholders, several times without an effective consequence in the lives of the companies and institutions affected by that goodwill. Now, for the first time in the lives of many of them, from big multinationals to the most innovative startups, those intentions are being really tested and the great majority is not disappointing. In a world with more doubts than certainties, whether through the free provision of services, monetary donations, delivery of medical equipment, food and essential utilities to professionals at the front line, brands such as Twitter, Crocs, L’Oréal, Hovione or the Portuguese Science4you are turning seductive words and campaigns into good deeds, actively helping the fight against a silent and deadly adversary.

Photo by Ani Kolleshi on Unsplash

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