We’re in a stressful time where literally everyone in the world is adjusting to the situation. Businesses have closed, people can’t have parties, and people are grieving.
But there’s a silver lining through it all.
Through the darkness, there are a lot of people who’ve stepped up and have given back.
Though we’ll specifically talk about food businesses, I feel that no matter what business you’re in, it’s not business as usual. Some do have it worse than others, but that doesn’t stop the fact that everyone is affected by the pandemic.
Right now, you have a choice on how to spend your time. If your business is struggling, then, by all means, focus on stabilizing but if your business is not struggling and you have a little bit of wiggle room among the chaos, then now is a good time to think about how you can contribute to ease people’s pain.
I’ve found a ton of inspiration through the digital communities I’ve observed how they are giving back.
On Being Present
To set the tone, it’s very important to be present and in the moment. If you plan to post anywhere digitally, think it out.
Check your emotions. In times like these, people are very angry. Especially online. It’s the way they vent and be very careful venting unchecked.
Delete any ads that are before the shutdown. They’re outdated. I’ve seen some companies that advertised their event for SXSW after it got canceled and it’s embarrassing.
If you choose to post on social media, post about the present because it’s more valuable and that’s what people are focusing on. Take time to read the room on who’s angry and who’s not and why they’re frustrated. There’s a ton of reasons why people are angry right now and you have to acknowledge who’s angry and why.
We’re in a sensitive time and the more you put thought in either reaching out or following a lead, the better they’ll respect you. You will have some people who will lash out in anger if you contact them but just understand that it’s a tough time for everyone and it’s not your fault.
After you’re done noticing the present, let’s now focus on empathy.
The Empathetic Investment
Companies who invest in empathy will be paid back in dividends in the future. Helping a neighbor whether local or virtual won’t only make you feel good, but the people you help will remember that you were there for them.
Pivoting some of your time to helping others will pay off, but it can’t be tactless. It has to be consistent and it has to be transparent. Investing in empathy takes time, resources and effort and you could use that time elsewhere. You might not even get a payoff from it. But I see no downsides in helping people cope with what’s happening right now.
Here are some examples I’ve seen that have really made my day. These examples focus on solving pain by showcasing empathy through a variety of different companies and platforms.
- If someone lost a ton of money through a canceled expo, offer them a free consultation call. After Expo West was canceled, Jeremy Smith from Launchpad Group offered to talk to anyone and it gave him a ton of business because he was empathetic to the attendee’s pain.
- Collaborate with a couple of like-minded companies and use their assets (delivery or product) to send gift baskets. Renee Dunn’s company Amazi Foods has collaborated with several companies not only to offer valuable digital content, but also care packages.
- If you have a podcast platform, shift all of your content to focus on interviewing people or companies about the situation. Any piece of expertise that can help ease pain in this pandemic is valid. My favorite platforms are all shifting to COVID-19 content and it’s valuable. For example, Tim Ferriss is doing this. I’m also doing this as well.
- Host a webinar or a Happy Hour using Zoom. Anyone can do it and it’s really easy. Startup CPG is one example of a small group hosting happy hours for entrepreneurs.
- Do a live cooking demo or product tasting. A lot of chefs and chef-like companies are doing this. My friend Alison at Ends+Stems had a lot of success doing this.
- Use your digital platform to write valuable content. Like this piece!
- Curate content about local restaurants and publish pieces on where to find restaurants that do takeout. Maybe even review them A Taste of Koko in Austin is doing this.
- Make branded face masks (if it fits your brand) like Kendra Scott or deliver your product to hospital workers. Best to give out for free.
- The WeWork Food Labs team has been having daily virtual meetings with our small team of five. We talk business, but also have fun. I feel more connected talking to them because of it.
- On a personal note, engage with people close to you. Pick up the phone and call someone. Your dad, your mom, or your best friend, or someone you just haven’t talked to in a long time. Can’t think of things to say or want more of a group activity? Do an activity like JackBox, Animal Crossing or even Dungeons and Dragons to connect with friends all over the world.
Probably the most beautiful thing about this in a food industry point of view is that so many leaders have stepped up to the plate and offered their advice for free. One of the most helpful non-profits in the food world, the Naturally Network, has been hosting a string of very valuable webinars and I was so shocked when I found the CEO’s of companies such as Lily’s Chocolate and Thrive Market, Seth Goldman from Honest Tea, and from Gary Hirshberg from Stoneyfield Organic all saying that it’s going to be ok. Though they are all fighting for the same share of stomach, they understand that the entrepreneurs in pain right now need their leadership to help guide them through this crisis.
But never underestimate the value you can bring right now. People always feel like they won’t be able to impact enough people with the business they have but all that matters is showing you care. Good deeds don’t go unnoticed and at the end of the day, it’ll help one person feel good about what they’ve done.
And that’s you.