People are booking Airbnbs that they have no intention of staying in – and telling the hosts as much – as a way to send money directly to support people in Ukraine whose livelihoods have been compromised by the war, prioritising those of limited means in their time of need.
Airbnb has become a space for both passive and active support of Ukrainians: people are using its platform as a way to financially and directly support those living in Ukraine, while the brand itself has pledged to provide short-term housing for 100,000 Ukrainian refugees.
The charitable donors feel a more personal connection to the people they’re supporting knowing that the money they give is going directly to those in need, while hosts are using the money to stay afloat as well as also passing it on to others. As the nature of charitable giving is shifting, people are now able to have direct communication with those they’re sending funds to as well as offering messages of support and positivity.
Revolut, which is letting people use the fintech platform to make fee-free donations to Red Cross Ukraine and matching them, shows how brands can support causes directly - such as offering aid and financial support, and indirectly - such as giving people a channel and platform to offer their own support.
