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Posted by Brittany on May 22, 2020


We are living through a crisis some have called a defining point in human history. As uncertainty reigns through all facets of life as we know it - we must also acknowledge that the world does not stop turning.  This reminds me of a quote I first heard in university from John F. Kennedy - 

“The Chinese use two brush strokes to write the word crisis. One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger - but recognize the opportunity.” 

While these times are frightening, debilitating even, it is our human nature to persevere. Throughout the 9 weeks of this quarantine, there have been some incredible examples of individuals and businesses that have re-thought and reinvented themselves to meet the needs of consumers and society, rather than shutting down and calling it a day. Our ability to PIVOT according to our circumstances has been an opportunity, born from a crisis, for those willing to just keep going. 

We have compiled some examples of companies that have kept their relevance by inserting themselves into the cultural narrative, and by doing so, have supported communities with what they need during these unprecedented times. 


Mill St. Brewery making hand sanitizer for local restaurants 

Facebook PSA: Born in a quarantine 

High-end clothing designer, Harry Rosen, making face masks 

Kraft Heinz Canada, donates all ad space to support local businesses

IKEA: I am your home


What is your experience with brands pivoting to meet consumers’ needs throughout quarantine? Share your thought with us, we want to hear from you