# Solidarity chain · Crisis Trends 2020 · Zorraquino > Donations dominate philanthropic initiatives. URL: https://www.zorraquino.com/en/trends/crisis-trends-2020/solidarity-chain ![Solidarity chain: Donations dominate philanthropic initiatives.](https://cdn.sanity.io/images/0w1142l8/production/25ab2cdbec73a70986da208a14fe0fdaacd25c6f-800x1066.webp/solidarity-chain-donations-dominate-philanthropic-initiatives.webp?w=1600&fit=max&auto=format&q=85) Trend 07 # Solidarity chain 1. [Crisis Trends 2020Home](https://www.zorraquino.com/en/trends/crisis-trends-2020) 2. [Trend 01Express digitalisation](https://www.zorraquino.com/en/trends/crisis-trends-2020/express-digitalisation) 3. [Trend 02Renewing to help](https://www.zorraquino.com/en/trends/crisis-trends-2020/renewing-to-help) 4. [Trend 03Giving more for less](https://www.zorraquino.com/en/trends/crisis-trends-2020/giving-more-for-less) 5. [Trend 04E-commerce power](https://www.zorraquino.com/en/trends/crisis-trends-2020/e-commerce-power) 6. [Trend 05Service innovation](https://www.zorraquino.com/en/trends/crisis-trends-2020/service-innovation) 7. [Trend 06Raising awareness](https://www.zorraquino.com/en/trends/crisis-trends-2020/raising-awareness) 8. [Trend 07Solidarity chain](https://www.zorraquino.com/en/trends/crisis-trends-2020/solidarity-chain) 9. [Trend 08Maker culture](https://www.zorraquino.com/en/trends/crisis-trends-2020/maker-culture) 10. [Trend 09Product design](https://www.zorraquino.com/en/trends/crisis-trends-2020/product-design) 11. [Trend 10The new normal?](https://www.zorraquino.com/en/trends/crisis-trends-2020/the-new-normal) 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 / 05 Zorraquino spotlights 1. 01 The business community is mobilising its resources to help governments and healthcare and supply professionals in the fight against the pandemic. 2. 02 Many companies of all kinds have set aside their own profitability in favour of responsibility and generosity. 3. 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](https://www.lavanguardia.com/gente/20200326/48106614683/jose-andres-portada-revista-time-estados-unidos-labores-sociales-cocina-coronavirus-covid-19-chef.html) - [Airbnb asks its hosts to provide 100,000 free rentals to first responders Pronovias regalará vestidos de novia a las trabajadoras sanitarias](https://elpais.com/gente/2020-03-24/pronovias-regalara-vestidos-de-novia-a-las-trabajadoras-sanitarias.html) - [Apple is donating Product Red proceeds to COVID-19 response efforts](https://www.theverge.com/2020/4/15/21222717/apple-product-red-coronavirus-donations-announced) - [How to use Snapchat’s new AR lens to donate to the COVID-19 Solidarity Response Fund](https://www.theverge.com/2020/4/10/21214128/snapchat-ar-lens-coronavirus-donation-how-to-solidarity-response-fund) - [Decathlon bloquea la venta de máscaras de buceo para donarlas a los hospitales](https://www.elmundo.es/economia/ahorro-y-consumo/2020/03/25/5e7b8b2bfc6c839f198b463c.html) - [Lydia lets you donate to hospitals and charities](https://techcrunch.com/2020/04/06/lydia-lets-you-donate-to-hospitals-and-charities/) Pages 161–179 of the report [![Maker culture: A ‘Do It Yourself’ (DIY) spirit for the common good.](https://cdn.sanity.io/images/0w1142l8/production/82b2fac606fafa03526ed691bfb8bf84f51bc8d0-1400x1980.webp/maker-culture-a-do-it-yourself-diy-spirit-for-the-common-good.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/crisis-trends-2020/maker-culture) Next trend · 08 [Maker culture](https://www.zorraquino.com/en/trends/crisis-trends-2020/maker-culture)