The Brands Giving Back In Response To Covid-19


The impact of the coronavirus pandemic has sent shockwaves through industries across the globe, shuttering businesses and forcing others to pivot at lightning speed, in order to survive.

But despite the uncertainty and hardship facing companies big and small, some are looking beyond their own businesses needs to launch initiatives that help fight the spread of the virus and support local communities.

From aiding hard-working healthcare workers to creating and manufacturing much-needed products, here are just some of the (many) wellness brands giving back during this crisis…

Organic skincare brand Pai has rushed to create a hand sanitizer, which it says will be given away for free to its neighbouring schools, nurseries and charities.

“For the strong of health and heart, we will work together to bring support and comfort to the vulnerable,” founder Sarah Brown commented in an email to customers. 

“This is the time we will find strength and resilience we didn’t know we had in us,” she added.


Les Mills has announced a raft of free digital workout solutions to support health clubs and schools worldwide, which have had to temporarily close.

 The group fitness giant is providing access to its LES MILLS On Demand (LMOD) digital fitness platform, so clubs, instructors and schools can support members and families with workout options to stay healthy and active.

 “Big challenges call for bold solutions, so we’re opening up LMOD to support our club partners and schools in keeping the world moving,” said Les Mills International CEO, Clive Ormerod.

Fast-growing athleisure brand Gymshark has created a fund to pay personal trainers at a time when their income is taking a hit. The startup is offering to pay PTs to run digital classes, which it will share with its millions of followers. 

The hope is that it will also enable PTs to gain exposure that can be leveraged once the COVID-19 crisis is over.

New startup Flowstate has set up an online wellness streaming platform, with all proceeds going to charities dedicated to helping vulnerable people at this time. 

A full schedule including daily yoga classes, self-care workshops and online wellness discussions, will give users access to great teachers and wellness professionals, whilst at-home.

“We are currently focused on fundraising for U.K. charities and setting up classes with teachers here but if successful will look at expansion further to different time zones in the future,” founder Ciara McEvoy told Welltodo.

Nike is leveraging its global influence to encourage people to stay indoors and practise social distancing, to help curb the spread of COVID-19. 

The sportswear giant has created a new advertising campaign alongside agency Wieden + Kennedy, which reads: ‘If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world’.

Its athletes including LeBron James and Cristiano Ronaldo have been reposting the image on Instagram to millions of people across the globe.

In an attempt to connect hospitals in the US with real food, healthy food chain Sweetgreen is dedicating its Outpost operations and teams to support those on the front lines by delivering free salads and bowls to hospitals in the cities it exists.

London-based fitness studio 1REBEL has offered the use of its London clubs to the NHS, which it said could be used to house 300-400 hospital beds

“There has been a significant amount of coverage in the media regarding the potential shortage of beds for those who are sick during this time. It is undeniable that the strain on the NHS is going to have a profound effect on everyone involved, and it is increasingly difficult to sit and watch the news, without doing what we can to help,” co-founder James Balfour told The Standard. 

Jessica Alba’s The Honest Company has committed to donating 3 million diapers, 30,000 packs of wipes and 20,000 personal care products this year – with 100,000 diapers and 100,000 wipes being immediately donated. The brand says the items will be distributed throughout family resource centres, homeless shelters, health clinics, and head start centres to families impacted by the outbreak. 

Percussive therapy brand Theragun has provided over 100,000 meals to those in need, in partnership with Feeding America, and continues to work with the charity.

Whilst speaking at Welltodo’s Digital Founder Series, earlier this week, founder Dr Jason Wersland revealed that the brand had also been organising giving Theragun’s to hospital staff who are tirelessly battling the infection.

Image: Theragun

Healthy recipe box company Mindful Chef is offering NHS workers in the UK 30% off all of its boxes, as a way of saying thanks to all of their hard work.

Sustainable fashion and activewear brand Everlane is also donating some of its sales to Feeding America. “All profits from our 100% Human collection will support @feedingamerica’s COVID-19 Response Fund to help provide supplies to food banks across the country, making sure that everyone—from students without lunch programs to seniors without access to groceries—has the food they need during this challenging time,” stated the brand in an Instagram post.

LA-based social enterprise Everytable has set up a hotline for the elderly who need food brought to their homes and healthcare centres and schools where foodservice has been disrupted. 

The brand has also been delivering meals to temporary shelter sites across Los Angeles.

As a way of supporting and helping to take care of its local communities, The Body Shop has been dropping off care packages to local hospitals in the UK for NHS workers.


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