In response to unprecedented change in the last couple of years driven by COVID pandemic, performative wokeness, some brands are going beyond minor tweaks to make BOLD PIVOTS. They’re completely redesigning their business models, creating entirely new products and services, or finding other ways to redefine ‘business as usual’ for their organizations.
Headline-seizing examples you’ve likely seen, particularly in the early days of the outbreak: LVMH and multiple alcohol brands reworking their factories to produce hand sanitizer, and giants like athletic apparel label Under Armour and German coffee filter brand Melitta making masks
Laundry company washbnb created washhero: pivoting from exclusively serving millennials needing sheets in their Airbnbs to serving a range of vulnerable groups, with a pay-what-you-can laundry delivery offering. One such group? The elderly. In countries with an older average age, particularly in Europe, seniors of course have accounted for most COVID casualties.
PepsiCo aims to promote 30% more black employees to manager-level roles (by 2025), while 200+ brands have taken part in the #PullUpOrShutUp challenge: they’re disclosing how many of their employees belong to underrepresented groups alongside their plans to boost those numbers.
Some more below:
Nanny service pivots to offer remote babysitting
In March 2020, Nannyfy, a Spain-based app that connects nannies to families, reinvented itself due to the pandemic. Because the app’s nannies could no longer watch children in-person, they began offering ‘remote’ babysitters that teach yoga, guitar, singing, drawing, programming or math classes via video chat. The service aims to provide parents with a moment of peace and keep nannies employed.
Signage producer pivots to become an "essential" business
i.M. Branded, a Michigan-based small business that makes signage for car dealerships, pivoted to creating plexiglass “sneeze guards” as a result of COVID-19. After it was considered non-essential under Michigan law, and was forced to furlough employees, i.M. Branded began producing the partitions – turning the company into an essential business. i.M. Branded is receiving up to 100 orders each day from retailers, offices, mom-and-pop shops and restaurants. Because of the pivot, most of i.M. Branded’s staff was able to return to work in May 2020.
Swimwear brand pivots to fresh food delivery in 48 hours
To survive the economic impact of the pandemic, March 2020 saw South Africa-based Granadilla pivot from producing swimwear to providing fresh produce boxes. Working in partnership with local farms and suppliers and drawing on the founders’ experience selling kombucha, the brand launched Granadilla Eats in 48 hours. Consumers could build their own boxes via the website, with orders available for next-day delivery. Within the first three weeks of launch, Granadilla delivered more than 1,000 boxes of fresh fruit and vegetables throughout Cape Town, with additional produce box options added to the brand’s website.
IBM stops selling facial recognition tools to law enforcement
Following George Floyd's death, IBM announced in June 2020 that it will no longer supply US police departments with facial recognition technology or analysis software. The company explained it did not want police to use facial recognition to racially profile citizens and infringe upon "basic human rights and freedoms." IBM also cited findings that the tool has often been shown to fail when analyzing women or people of color, as well as demonstrate racial bias. Additionally, the corporation will stop selling general purpose facial recognition technology.
Sephora is first to sign the "15 Percent Pledge"
In June 2020, Sephora became the first retailer to accept the 15 Percent Pledge challenge, announcing that 15% of the beauty retailer's shelf space would be dedicated to black-owned companies. In social media posts accompanying the pledge, Sephora also vowed to 'understand blind spots and disparities', and publish and execute a roadmap to growing the share of Black-owned businesses. The 15 Percent Pledge was launched by Aurora James, the founder of luxury fashion line Brother Vellies.
Recycled toilet roll line pivots to support NHS frontline workers
Change Please is a UK-based social enterprise that trains homeless people to work as baristas. In April 2020, the non- profit unveiled Serious Tissues: 100% recycled toilet paper, sold to support NHS frontline workers. The range, which was a year in the making, was initially developed to tackle climate change, with Change Please aiming to plant a tree for every roll sold. But the organization saw an opportunity to support frontline health workers by tapping into the high demand for toilet paper with its product. To address the corona- virus crisis, profits were instead donated to the NHS Charities Together COVID-19 Urgent Appeal. Two varieties were available: Standard, priced at GBP 24, and Premium, costing GBP 28.
Shanghai Fashion Week unveils its first fully digital schedule
March 2020 saw Shanghai Fashion Week team up with Tmall to deliver its seven-day runway show schedule on Taobao Live. Reversing the initial decision to postpone the event due to the coronavirus outbreak, over 150 brands and designers presented their autumn/winter collections via virtual runways using green screens and AR. Viewers could purchase items as they went down the catwalk, hear commentary from models and designers in real time, and ask questions during the livestream. The opening showcases generated more than RMB20 million (USD 2.82 million) in gross merchandise volume. Digital fashion week showcases were also held in London, Paris and Copenhagen.
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