Our thinking

Reapplying purpose

4 April, 2020

Over the last few weeks, we’ve seen businesses from all industries and sectors mobilising their assets, capabilities and products to support communities and vulnerable people. We’ve also seen some fantastic examples of purpose-driven brands reapplying their core purposes and values in response to the crisis. 

AirBnb, for example, defines its purpose as ‘creating a world where anyone can belong anywhere’ but, as the world’s most visited cities become deserted, AirBnb’s business has become largely obsolete. To respond to the crisis, it has successfully reapplied its purpose by partnering with its hosts to provide 100,000 frontline healthcare providers, relief workers and first responders with free accommodation to allow them to be close to their patients. Whether professionals need to relocate to help bolster medical services in other cities or need to be closer to the workplace, Airbnb has stated that it wants to use its unique position in communities to help and support at this time.

Similarly, Lego Group’s purpose is ‘to inspire and develop the builders of tomorrow’. As governments around the world have closed educational institutions, Lego has stepped up to support the 1.5 billion children currently out of school. The Group has donated US$50million to children and families impacted by COVID-19 to ensure children globally still have access to learning through play, which will help them develop life-long skills. To alleviate stress for families, LEGO’s STEM gurus, creatives and play experts have created an online platform called #letsbuildtogether for children to keep developing key skills like creativity, problem solving and critical thinking from their homes.

We will keep bringing you more examples of how brands are reapplying their purposes during these unprecedented times.