3 Ways Brands Can Show Up in These Unprecedented Times

Marketers need to reimagine their purpose and find ways to help where possible

Photo of big billboard ads with one on top that says, 'Tough Times Don't Last Tough People Do'
Actions speak louder than words and motivations matter. Getty Images

Human generosity often shines when disaster strikes. However, this pandemic risks turning us inward as we face social distancing and uncertainty. While this crisis is unlike any other in living memory, past experience tells us that, by acting generously, brands are granted an invitation to speak up and take action but must do so without expecting anything in return.

Jane Kendall is the executive director of strategy at T Brand at The New York Times Company.