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In this challenging time, brands and businesses that demonstrate their human side and genuinely support people – whether that’s adding value or just lifting spirits – are being warmly welcomed.

Here are a few of our recent favourite examples:

Adventure doesn’t need a passport

Airbnb has launched Online Experiences, enabling hosts to continue earning income by offering experiences over Zoom. Over 50 events from more than 30 countries are available, including cello mediation in Amsterdam, cooking with a Moroccan family, salsa classes in Mexico and sangria-making with drag queens in Portugal.

Photo by Airbnb
Photo by Airbnb

Unpolished is beautiful

Usually fanatical about the quality and ‘on-brand’ nature of their storytelling, content and messages, brands are realising that raw, authentic and engaging is just as strong as anything professionally done. From thousands of TikTok videos, to life imitating art, to a fine-dining chef cooking with a comedian, to world class marketers chatting from home, simple is proving stronger than ever.

Photo by YouTube

Higher Level Creativity

With graduation ceremonies cancelled, a group of students from the University of Pennsylvania decided that, instead of yet another Zoom session to celebrate the 2020 graduates, they would recreate their entire campus on Minecraft. Turning a virtual graduation into an epic experience, they replicated every minute detail of the campus for students to walk through on graduation day.

University of Washington’s Architecture Hall | Photo by The Verge

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