2020 Roundup: How Brands Handled Uncertainty
The COVID-19 pandemic upended many industries, forcing many businesses to pivot in order to stay competitive -- or, in some cases, even operable. 2020 was a year of uncertainty, but it’s been heartening to see how brands have adapted in the face of so many different challenges.
From making the switch to virtual events when shutdowns kept us from celebrating together, to highlighting healthcare heroes through digital storytelling, here are some of our favorite examples of how brands handled uncertainty.
Switching to Virtual Events
The entertainment and wedding industries were rocked to their cores when large-scale live, in-person events were shut down as early as mid March. While some businesses halted their operations entirely, many decided to make the switch to virtual events -- and others found ways to scale down their offerings in an effort to recreate experiences without losing their magic.
Large-scale indoor events ended up out of the question in spring 2020, and so musical artists adapted by hosting virtual concerts instead.
Spring is the season for the nonprofit world, with many galas scheduled during this time. While the format of a gala typically involves an evening of fine dining and special guests, 2020 galas looked entirely different. Some were postponed, others cancelled, while others still created engaging virtual experiences for guests to enjoy.
Alice’s Table, known for its in-person experiential workshops, made a shift to virtual events, streaming how-to classes on floral arranging and charcuterie board making while customers followed along with tools shipped straight to their doors.
While some couples opted to postpone or host live streamed weddings, in the warmer summer and fall months, restrictions on in-person gatherings were slightly lifted and allowed for venues to shift their offerings to support smaller-scale affairs. In fact, “micro-weddings” became somewhat of a trend in summer 2020.
The real estate industry also needed to adapt quickly. Video tours and virtual open houses became the norm during a time that’s been anything but.
Introducing Creative Culinary Options
There’s no denying that the restaurant industry has been hit exceptionally hard by the pandemic in the United States. With indoor dining options shut down in many areas across the country this spring, particularly in New York, bars and restaurants that were only available for sit-down patrons got creative, and fast.
Many restaurants made the switch to delivery, amped up their delivery options, or sought ways to deliver their signature drinks to their customers.
Xi’an Famous Foods, an NYC restaurant chain known for its hand-ripped noodles, offered meal kit delivery options along with instructions, so customers could get a taste of northwestern Chinese cuisine in the comfort of their homes.
Cedar Lakes Estate, a Hudson Valley event venue that invited the local community for weekend dinners on the premises, shifted to offering family meal kits that could be picked up curbside and prepared at home.
Highlighting Healthcare Heroes
Throughout the pandemic, healthcare workers and other essential workers who weren’t able to complete their jobs from home, did whatever they could to keep the country moving. Many brands took to social media to laud these individuals, and those that were in a more comfortable financial position offered their financial or in-kind support however they could.
Local and national businesses offered discounts to frontline workers so they could stay nourished and cared for during long and difficult days.
Dove introduced “courage is beautiful” ads to highlight the everyday heroes on the frontlines, supporting its parent company’s donation of supplies and cash.
Burger King took efforts to celebrate the people who had the ability to limit and/or adapt their activities, comparing the act of staying home to doing your civic duty.
Pivoting in a Pandemic
It’s been an unusually challenging year for many business owners, yet this uncertainty sparked innovation in many ways. While we may be approaching the new year with optimism and a vaccine on the horizon, it’s bound to be a while yet before things are back to normal -- and even then, some of these innovations may be here to stay.
If you’re still looking for some support with navigating the ever-changing business environment in a mid- and post-pandemic world, the team at Doukas Media can help with anything from promotional ideas to brand repositioning.
What brands inspired you in 2020? How has your business had to adapt to the COVID-19 pandemic? Did you have to make many changes? What do you feel you could use additional support with? Let us know in the comments!