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With many retailers having shut their doors to the public, more than ever before shoppers are heading online if they’re looking to get in a little retail therapy.
The shift has led to a surge in online promotions, and while certain brands have begun sharing exclusive discounts to entice shoppers to spend, we’re more interested in the brands that are putting their profits to good use.
Ahead, we’ve rounded up 10 brands that are putting social responsibility front and centre and are committed to making a difference in light of the current COVID-19 crisis.
Known for their existing sustainable and ethical practices, Everlane has always given back to the community with their 100% Human Collection. According to the brand’s website, the collection was launched “to support two things that matter to us: protecting human rights and remembering that we are more similar than we are different.”
In light of current food shortages facing many Americans, the brand has shifted its focus to redirect all profits from the collection, and sales will now benefit Feeding America’s COVID-19 Response Fund.
The California brand known for their celeb-loved dresses has announced that they are partnering with the City of Los Angeles and Mayor Eric Garcetti on LA Protects, an initiative to organize local manufacturers to make five million non-medical masks. In a statement posted on their website, Reformation shared that they will be working with their in-house teams to make these masks in their factory, using fabrics from the warehouse.
In a recent pledge to support their community, the sustainable footwear company announced that they have donated $500,000 worth of shoes to U.S. healthcare workers. They’ve also introduced a ‘Buy a Pair, Give a Pair’ initiative, and will be donating an additional pair of shoes for every pair sold.
The Canadian women’s wear brand has stepped up in a big way following the closure of all their North American retail locations. In addition to offering free shipping for all online orders, Aritzia announced that all of their profits during this challenging time will be donated to the Aritzia Community™ Relief Fund in support of staff and their families.
Kim Kardashian recently announced that beginning with the restock of the cotton collection on March 23, her undergarments brand Skims would be donating 20 per cent of profits to the organization Baby2Baby. Proceeds will help support the organization’s COVID-19 Emergency Response Program and provide basic essentials to children in need.
Beauty giant L’Oréal announced Thursday that in order to do their part to fight the spread of COVID-19, they would begin producing hand sanitizer in order to “manufacture significant quantities to support the needs of French and European health authorities.”
In addition to providing the sanitizer free of charge to healthcare workers across Europe, the brand also donated one million euros to The L’Oreal Foundation and their partner non-profit organizations.
Keeping in line with the company’s promises to reflect the founders’ personal values and be more responsible citizens of the planet, the footwear brand announced a major commitment to the frontline employees who are working tirelessly to stem the spread of COVID-19.
“We have made a pledge to provide up to 100,000 pairs, about $10,000,000 in shoes, to the workers on the front lines and the families at home fighting through the crisis,” the brand shared in a statement.
In an effort to bring some positivity and light back into our lives, the eco-conscious swim and loungewear brand launched Joycast, a text service that hopes to bring a smile to its users. The company also announced that for every $125+ order, $15 will be donated to the nonprofit organization No Kid Hungry.
When the skincare company announced that it would be closing stores earlier this week, they also shared that they would be giving back to the community in this time of need. To date, the company has donated 30,000 units of cleansing products to shelters and senior citizens communities across North America.
The clean beauty brand known for its natural deodorant is working with Good360 to make a product donation to nonprofits supporting families and individuals impacted by job loss.
On Monday, Lady Gaga’s beauty brand announced they would be donating 20% of last week’s profits to local communities in Los Angeles and New York. In an effort to help those affected by the closures of schools, offices, and resource hubs, the funds will go towards providing food and essentials at local food banks.
As one of the first major retailers to announce that they would be closing retail locations and providing employees with pay, Nike has been at the forefront of leading the way for other major brands. They also announced that they would be donating $15 million to the Nike Foundation in support of COVID-19 response efforts.
Over the next 30 days, the green beauty brand has committed to providing 10,000 meals a day in partnership with Feeding America’s COVID-19 response fund. They’re also calling for supporters who are able to donate to make a contribution, and Farmacy will match every donation made.
Paige Denim is helping their community in the fight against COVID-19 by partnering with St. Vincent Meals on Wheels, a non-profit organization that delivers food to homebound seniors and vulnerable residents across Los Angeles. Everything site-wide is currently 25 per cent off, and 20 per cent of all proceeds will be donated to their community partners.
When Knix founder Joanna Griffiths put out a call for donations that would go towards the purchase of Personal Protective Equipment for frontline healthcare workers on social media, fans of the brand immediately stepped up to the plate. At the time of publication, the brand had raised over $85,000, and are well on their way to their goal of raising $125,000. If you’re interested in contributing, donate here.
As a way to support the community, the candle company announced that they would be donating 10 per cent of all proceeds for the month of March to to Food Bank for NYC. Just enter the code SUNSHINE at checkout to do your small part to support their efforts.
In order to give back to the community, Comrad socks is donating a pair of their signature compression socks for every purchase made. Simply enter the code 30FORDOCS, and not only will the company donate a pair of socks, but they’re also offering a 30 per cent discount on all orders.
While the hockey equipment manufacturer puts a pause on their normal operations, they’re doing their part in the fight against COVID-19. The brand announced that effective immediately they would be repurposing their facilities “to make face shields so that medical professionals battling COVID-19 can safely continue to help those most vulnerable.”
In a post shared on Instagram, the skincare brand announced that they’re doing their part to stop the spread of COVID-19. Addressing the shortage of hand sanitizer in France, the company noted that they have already produced and distributed 14,500 large format bottles of hand sanitizer to hospitals, and would continue to produce more for “as long as necessary.”
Like Clarins, Estée Lauder announced that their Melville, NY, manufacturing facility would begin producing hand sanitizer for high-need groups and populations, including front-line medical staff.
Jessica Alba’s brand of natural skincare and home goods has committed to donating 3 million diapers, 30,000 packs of wipes and 20,000 personal care products in support of the nonprofit organization Baby2Baby – with 100,000 diapers and 100,000 wipes being immediately donated.
Proud to share we’ve been able to source 10M masks for the US and millions more for the hardest hit regions in Europe. Our ops teams are helping to find and purchase masks from our supply chain in coordination with governments around the world. pic.twitter.com/uTsA6eA5ks— Tim Cook (@tim_cook) March 25, 2020
In a message shared on Twitter, Apple CEO Tim Cook announced that the tech giant would be donating 10 million masks to healthcare workers across the U.S. and Europe. This comes in addition to the $15 million that the company had committed to donating earlier this month.
Family, friends, co-workers and neighbors in the greater Seattle area are facing an economic crisis.— Microsoft On the Issues (@MSFTIssues) March 26, 2020
We’ve partnered with @SeattleFdn to launch the #COVID19 Response Fund to help. Watch below and support here: https://t.co/lMZm6dH6sE pic.twitter.com/KQ6o2esxVr
As a Seattle-based company, Microsoft is working with local organizations to help their community stop the spread of COVID-19. In a letter shared on their website, Microsoft announced an initial donation of $1 million to Puget Sound’s COVID-19 Response Fund.
We’re all in this together. Just like you, we’re closely monitoring the impact of COVID-19. Here are the ways we’re supporting customers, employees, and communities during this difficult time: https://t.co/IZc4CMnHOr pic.twitter.com/xbZHgTxu8e— Amazon (@amazon) March 20, 2020
Another Seattle-based company, Amazon is supporting their community by donating more than 250,000 critical items to patients in quarantine or recovering from COVID-19 across the Seattle area. They also contributed $20 million to the AWS Diagnostic Initiative, in order to accelerate diagnostic research, innovation, and development to speed our collective understanding and detection of COVID-19.