THE COMMUNITY OPPORTUNITY
Brands shift focus to local, community-based initiatives
Covid-19 has triggered a series of long-term changes for young adults, which includes their outlook on community. Young people have a renewed determination to help their local businesses—as many are concerned that their neighborhood stores and restaurants will shutter, leaving them with fewer places to go and hang out—and the following initiatives strengthen a renewed interest in stabilizing local areas for these youth.
Beer brand Bud Light launched its Open For Takeout initiative to help locals “serve those who serve us.” The campaign includes a website via which consumers of drinking age can enter their zipcode to find out which bars and restaurants near them are open for carry-out. Expanding the campaign in time for Cinco de Mayo, Bud Light added free home delivery codes for Drizly, along with a virtual concert series.
Audiobook streaming service Libro.fm isn’t looking to usurp local bookstores; rather, it seeks to support them. Libro.fm has been running campaigns to support independent bookstores since the early days of Covid-19. Its #ShopBookstoresNow initiative raised nearly $75,000 for booksellers by donating its profits—and it was good business for the brand too, substantially increasing site traffic and membership sign-ups.
In line with its mission of “changing the world through the power of food,” ThinkFoodGroup, led by D.C.-area restaurateur José Andrés, has pivoted a number of its restaurant locations in D.C. and NYC to become community kitchens, offering affordable meals for carryout. They also welcome those who can’t afford to pay in this current situation. Andrés has been contributing to natural disaster relief in recent years through his non-profit World Central Kitchen, which served meals during Hurricane Maria in Puerto Rico and during the Camp Fire in California.
We’ve explored this idea in more detail in our most recent Cassandra Special Edition: The Relationships & Community Perspective. For more information on access to these reports, please reach out to Michael.email@example.com.