305 Fitness CEO, Sadie Kurzban. The Boston Globe, Victoria Will


By, Rebecca Robbins

2020 is off to a rocky start–wouldn’t you say? In the wake of a trying time, developing your brands’ social media response is a tricky area to navigate. The reality is that this too shall pass, and the best way to hasten that process (aside from social distancing) is to refrain from being a bystander.

In these challenging times, brands are stepping up to give back to their communities and lift spirits, distinguishing those that are truly acting in step with their brand ethos and those that remain steeped in corporate greed. Here are just a few that are sparking positivity for this long road ahead:

  1. 305 Fitness– This NYC-based dance cardio fitness studio was one of the first studios in the city to take initiative and close their doors following last Thursday’s National Emergency announcement. Since then, CEO Sadie Kurzban and other C-Suite Executives of the company have forgoed salaries in order to support their instructors and DJ’s. Most importantly, Sadie has live streamed free dance workouts on a daily basis since closing!
  2. Double Zero Pizza– Popular vegan pizza chain, Double Zero, has stepped up the free delivery game by offering true rarity–a complementary toilet paper roll with your meal! This initiative is taking place through their Venice and Los Angeles locations.
  3. Early Light Media– This movie/television studio is offering free leadership message video production for the next two weeks, starting from Monday 3/16, to organizations that have critical COVID-19 messaging.
  4. WeWoreWhat– A popular fashion blog and clothing line, WeWoreWhat had a scheduled launch date for their new swimwear line scheduled for Monday March 16. Instead of cancelling in the wake of all the chaos, CEO Danielle Bernstein decided to donate half the portions from the sales to the Food Bank for NYC. This non-profit is currently providing meals to kids who rely on their public schools for daily lunches.
  5. Headspace– This online healthcare company specializing in meditation announced that they will be providing free Headspace Plus subscriptions to healthcare professionals working in public health settings during this time. Headspace will also be unlocking the free, specially-curated “Weathering the storm” collection of meditation and mindfulness content for all consumers.
  6. Louis Vuitton– Louis Vuitton owner LVMH has set out to contribute to the nationwide shortage in hand sanitizer. Using their perfume production lines, they are in the works to create hydroalcoholic gels for distribution among health authorities.
  7. Scholastic– Responding to school closings nationwide, education company Scholastic has released a “Learn From Home” Website for kids from Pre-k to Grade 6+ to have resources while off from school.
  8. HEB– Texas based, privately held supermarket chain HEB has pledged to donate $3 million for coronavirus community support. They will support local organizations and nonprofits that are currently providing relief to seniors, children, and low-income families.