design:retail - July/August 2020 - 30
4
Unconventional Brand Actions
Business strategies are being reorganized as
companies prioritize corporate social responsibility
ahead of profit.
The global impact of COVID-19 has seen competitive brands set aside their differences and band
together for a greater cause. On April 14, pharmaceutical companies GlaxoSmithKline (GSK)
and Sanofi announced they were joining forces to
develop a vaccine to fight COVID-19. GSK is also
collaborating with biopharmaceutical company
AstraZeneca and the University of Cambridge to
help the U.K. government conduct more COVID-19
tests, initially aiming to enable 30,000 per day.
In a similar move, tech giants Apple and Google
released their joint Exposure Notification API
software, which supports the development of
COVID-19 contact-tracing apps.
Individual companies are also making unconventional business changes to support in-demand
health facilities. Luxury group LVMH switched its
perfume production lines to manufacturing hand
sanitizer for French health authorities in mid-March;
electronics manufacturer Foxconn started producing surgical masks in early February; and General
Motors started working on plans to produce ventilators for the U.S. government in March to fulfill a
30,000-unit order.
An unexpected health crisis has turned industries on their heads, and those able to make nimble,
altruistic business changes in the interest of public
health and the greater good are being recognized
by ethically minded consumers. Seventy-one
percenet of global consumers agree that if they
perceive a brand is putting profit over people, they
will lose trust in that brand forever, according to
the 2020 Edelman Trust Barometer. Coming out of
the pandemic, "There will be a new ranking system
or value system for holding companies and public figures accountable," Pooj Morjaria, founder of
DidTheyHelp?.com, predicts.
PHOTO COURTESY OF DIDTHEYHELP?.COM
30
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7/27/20 9:56 AM
design:retail - July/August 2020
Table of Contents for the Digital Edition of design:retail - July/August 2020
design:retail - July/August 2020
Contents
From the Editor In Search of Inspiration
Happenings The Creatology Report
We Love This!: NIWAKA
Site Visit: Breitling
Sustainability: Ace & Tate
Perspectives: A Q&A with Denny Gerdeman
Hands-On: Valentine
Digital Design: Miele
Connected Store: AiFi
Next Wave: Brookfield Properties/ FIT:MATCH
The Future of Retail
Capital One Café
Esselunga Superstore
Product Roundup
Moment
design:retail - July/August 2020 - Intro
design:retail - July/August 2020 - design:retail - July/August 2020
design:retail - July/August 2020 - Cover2
design:retail - July/August 2020 - 1
design:retail - July/August 2020 - Contents
design:retail - July/August 2020 - 3
design:retail - July/August 2020 - 4
design:retail - July/August 2020 - 5
design:retail - July/August 2020 - From the Editor In Search of Inspiration
design:retail - July/August 2020 - 7
design:retail - July/August 2020 - Happenings The Creatology Report
design:retail - July/August 2020 - 9
design:retail - July/August 2020 - We Love This!: NIWAKA
design:retail - July/August 2020 - 11
design:retail - July/August 2020 - Site Visit: Breitling
design:retail - July/August 2020 - 13
design:retail - July/August 2020 - Sustainability: Ace & Tate
design:retail - July/August 2020 - 15
design:retail - July/August 2020 - Perspectives: A Q&A with Denny Gerdeman
design:retail - July/August 2020 - 17
design:retail - July/August 2020 - Hands-On: Valentine
design:retail - July/August 2020 - 19
design:retail - July/August 2020 - Digital Design: Miele
design:retail - July/August 2020 - 21
design:retail - July/August 2020 - Connected Store: AiFi
design:retail - July/August 2020 - 23
design:retail - July/August 2020 - Next Wave: Brookfield Properties/ FIT:MATCH
design:retail - July/August 2020 - 25
design:retail - July/August 2020 - The Future of Retail
design:retail - July/August 2020 - 27
design:retail - July/August 2020 - 28
design:retail - July/August 2020 - 29
design:retail - July/August 2020 - 30
design:retail - July/August 2020 - 31
design:retail - July/August 2020 - 32
design:retail - July/August 2020 - 33
design:retail - July/August 2020 - 34
design:retail - July/August 2020 - 35
design:retail - July/August 2020 - Capital One Café
design:retail - July/August 2020 - 37
design:retail - July/August 2020 - 38
design:retail - July/August 2020 - 39
design:retail - July/August 2020 - 40
design:retail - July/August 2020 - 41
design:retail - July/August 2020 - Esselunga Superstore
design:retail - July/August 2020 - 43
design:retail - July/August 2020 - 44
design:retail - July/August 2020 - 45
design:retail - July/August 2020 - 46
design:retail - July/August 2020 - 47
design:retail - July/August 2020 - Product Roundup
design:retail - July/August 2020 - 49
design:retail - July/August 2020 - 50
design:retail - July/August 2020 - 51
design:retail - July/August 2020 - 52
design:retail - July/August 2020 - 53
design:retail - July/August 2020 - 54
design:retail - July/August 2020 - 55
design:retail - July/August 2020 - 56
design:retail - July/August 2020 - 57
design:retail - July/August 2020 - 58
design:retail - July/August 2020 - Moment
design:retail - July/August 2020 - Cover4
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https://www.nxtbook.com/nxtbooks/designretail/201503
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https://www.nxtbook.com/nxtbooks/designretail/20141112
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https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
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https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
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