From the pandemic to widespread calls for justice and social change, the past few months have made all of us pause and reflect. Throughout, we’ve watched businesses respond to changes lightning-fast and support their community whenever possible. Three of our favorite examples are below, but this early list is just the tip of the iceberg. In the coming months, we foresee more businesses stepping up to the plate than ever before as we work together to make the world a better place.


Google is giving out $340 million of ad credits for small and medium-sized businesses to help combat any financial trouble the pandemic may have caused. Many brick and mortar  businesses were hit especially hard by the pandemic as they found themselves having to close or limit normal business operations. The ad credits can help businesses reach customers directly in the SERPs, making up some of the opportunity lost in foot traffic.

This initiative is starting to roll out as we speak and will be used toward future ad spend until the end of 2020 across Google platforms. 

Though Google is doing more than just grants for SMBs, this one hit close to home for us in the ecommerce world. It also shows that monetary donations aren’t the only option when you want to lend a helping hand. To help your community, you can always look to the opportunities and services your business can uniquely offer for free. 


In early March, the Tito’s twitter team was busy telling people not to use Tito’s vodka as a substitute for hand sanitizer. On March 22, they decided to roll with it and actually make their own hand sanitizer to help the fight against the pandemic. 

As of this writing, they have produced packages and donated over 325 tons of hand sanitizer to those who need it most across the U.S. Who would have ever thought Tito’s would help fight against a virus in 2020? 

The inspiring part of Tito’s response was that they were able to turn what started as a joke into something genuinely helpful for the community. When your brand is strong, you can make a whole range of products and still stay on-brand — as long as your choices reinforce the bigger story of who you are.


Most companies don’t have a handbook for handling business during a pandemic (which is totally normal!), but H-E-B, one of Texas’ most beloved grocery stores, did. 

According to Texas Monthly, H-E-B started to plan for the pandemic as early as January. They kept in contact with retailers in China to get ahead of the curve and learn how the virus affected grocery and retail stores. Their findings helped them continue to provide essential items for their customers while keeping their employees happy and healthy. 

Since restaurants were closed due to COVID-19, the grocery store also partnered with local restaurants to sell their food in-store

We can learn a lot about how H-E-B took charge during these unprecedented times:

  1. Plan ahead. In any situation, it is always a good idea to be prepared for anything. Make plans for the future, and be ready to make a contingency plan for the unpredictable future. 
  2. Response early and actively. Keep up with local and international current events and understand how the news can affect your business. 
  3. Become known and loved for treating your employees well! If you treat your employees right, people will know and gravitate to your business or store. Happy employees are your best brand advocates! 

Sometimes just showing up for your employees, customers, and community is enough. We applaud all the businesses that have adjusted their strategies, amplified the right messages, and offered community support during this time. Thank you for being there and inspiring us every day!