6 Tips for How Marketers Can Play a Vital, Appreciated Role in Fighting COVID-19

RPA's social psychologist says brands should donate but also mobilize their customers

Lowe's encourages DIY projects to thank essential workers. Lowe's

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.

@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.