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Putting an altruistic foot forward has become table stakes in the business world during the COVID-19 pandemic. Just ask any brand that’s doing it—whether that means doling out millions of dollars to the American Red Cross, donating unused media time to food banks, staging star-studded musical fundraisers or producing hand sanitizer instead of booze.
While these are noble and in some cases life-saving efforts, will they make a lasting impact with consumers?
Hillary Haley, a social psychologist at Los Angeles-based agency RPA, sees the current wave of give-back programs as just the first phase of corporate response to the coronavirus.
The second phase, which some brands have already entered, carries far more weight, says Haley, svp and executive director of the agency’s behavioral science practice.