In early 2020, many businesses struggled with how to react and respond to the pandemic. It was hard to seem empathetic without being disingenuous; humor didn’t feel “ok” until recently; and appearing to want to make money off struggling consumers just felt plain wrong.
For some organizations, though, it took little time to find the right thing to do, like when well-known restaurants pivoted to feeding the community when they couldn’t serve patrons. For others, there was no playbook for operating outside business as usual.
Why was that? It’s all about values.