Several British high street shops have joined an initiative that lets consumers support unemployed factory workers by buying a mystery box of new fashion items. With many people keen to offer help to those hit hard by COVID-19, brands are leaning into schemes that go beyond traditional fundraising.

TikTok is making it easier for people to do their bit to help by launching donation stickers, streamlining in-app charitable giving. For social platforms with community at the heart of their appeal, a meaningful brand response during the pandemic is essential.

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.

Cause-based marketing sees brands launching campaigns and posting on Instagram to show their support for social issues. Yet while they may mean well, such efforts are routinely criticised, especially by discerning Gen Zers. So, how can brands demonstrate their commitment to a good cause?