Why businesses should focus on community during (and after) COVID-19

Business goes on but many in your audience are struggling through hardship. Here’s how communicators can strike the right tone.

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As the globe is told to stay inside for the safety of themselves and their community, the giving and gifting economy has replaced traditional exchanges. In these unprecedented times, many industries are unable to offer services to their customers.

Has your company inspired enough people to keep supporting the business because they want it to survive the pandemic?

This question belies a more fundamental reality: the need for community. Communities are a source of resilience and support during trying and normal times, and every business should be engaging and interacting with their customers, particularly their regulars, like members of their family.

Luckily, modern technology means that communication and interaction can be easily facilitated online.

What community means

When businesses build communities, customers feel connected to the business and support it without necessarily receiving anything in exchange. Values, purpose and a sense of doing something for the greater good inspire those with the resources to donate during trying times.

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