Trend 07
Solidarity chain
Solidarity chain
Donations dominate philanthropic initiatives.
At a glance
Traditional methods of financial donation are joined by never-before-seen initiatives, ranging from rewarding frontline professionals to redistributing product stock or using the latest technological advances to encourage frictionless donations. Meanwhile, the debate reopens about how appropriate it is to publicise these actions, in principle selfless, and how they may affect users' perception.
At crucial times like the one we are living through, it is essential to renew the channels for donation and social commitment. Business people and media figures make their mission in this fight clear, launching all kinds of initiatives within their areas of activity: stopping hunger, encouraging connections, making transport easier…
Cases
01 / 05Zorraquino spotlights
- 01
The business community is mobilising its resources to help governments and healthcare and supply professionals in the fight against the pandemic.
- 02
Many companies of all kinds have set aside their own profitability in favour of responsibility and generosity.
- 03
Brands empathise with the situation and help minimise its impact, as far as they can, with initiatives within their sectors of activity.
More on the trend
References
- El chef José Andrés se convierte en portada de la revista ‘Time’ por sus labores en la crisis del COVID-19
- Airbnb asks its hosts to provide 100,000 free rentals to first responders Pronovias regalará vestidos de novia a las trabajadoras sanitarias
- Apple is donating Product Red proceeds to COVID-19 response efforts
- How to use Snapchat’s new AR lens to donate to the COVID-19 Solidarity Response Fund
- Decathlon bloquea la venta de máscaras de buceo para donarlas a los hospitales
- Lydia lets you donate to hospitals and charities
Pages 161–179 of the report
