‘Local Empathy: The New Tool in Your Brand’s Emergency Kit’ – MOZ
Miriam Ellis says, “Implement generosity.
If I could sum up all of the thoughts I’m about to share with local enterprises, it would be with those two words.
Disasters and emergencies are unavoidable challenges faced by all local communities. How businesses respond to these stressful and sometimes devastating events spotlight company policy for cities to see. Once flood waters reside or cyclones trail away, once the dust settles, which of these two brands would you wish to call yours?
How two brands’ reaction to disaster became a reputation-defining moment
As Hurricane Matthew moved toward the southeastern United States this month (in October 2016), millions of citizens evacuated, many of them not knowing where to find safe shelter. Brand A (a franchise location of an international hotel chain) responded by allegedly quadrupling the prices of its rooms — a practice known as ‘price gouging,’ which is illegal during declared emergencies in 34 states. Brand B (the international accommodations entity Airbnb) responded by sourcing thousands of free local rooms from its hosts for victims of the hurricane”.
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