No time for tokenism

6th April 2020
Posted in Projects
6th April 2020 Jade Harley

No time for tokenism

Brand purpose has been a hotly debated topic for a while, but now we’re in the grip of COVID-19 the stakes have never been higher. Brands should be thinking about how to help in a way that is reflective of their brand purpose and genuinely useful to boot.

One thing is certain, brands will be remembered for what they do, or don’t do, during this crisis. This is not a time for tokenism, action speaks louder than words and people are watching.

A website has popped up that is keeping score of whether brands and celebrities are helping out during the Coronavirus crisis, or not so much. Plus points are allocated for every reported good initiative and negative points for every misstep. Unsurprisingly, Donald Trump is sitting at the top of the ‘Zeroes’ leaderboard with brands GM, Target and Facebook doing rather nicely in the ‘Heroes’.

Looking for a little escapism in your day? Plug in your favourite brands or celebs and see how they are stacking up. 


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