According to business experts, tone-deaf ventures face severe public scrutiny. They further explain that businesses should embrace philanthropy during hard times. However, they shouldn’t exaggerate corporate praise. As the coronavirus continues to affect the global economy, companies must maintain a top-rated customer relationship. Therefore, most companies from Canada have remained in the frontline in putting customers’ interests first instead of concentrating primarily on profit-making.
Furthermore, have the necessary talent and resources to do things differently during the pandemic. For example, Shopify, a famous tech company, assisted thousands of startups in establishing online stores. Canada Goose and Labatt restructured their operations to produce medical scrubs and hand sanitizer, respectively.
Supporting Others during Difficult Times
Many companies and businesses had closed temporarily in Canada due to lockdowns and movement controls imposed due to the virus spread. However, others had to remain in business to provide people with the necessary products and services. Therefore, they had to ensure total protection for the employees. The beauty is that Canada Goose and other players enhanced a constant supply of personal protective equipment.
During the crisis’s initial stages, the country had a severe shortage of hand sanitizer, shields, and masks. Brandon Luft, the CEO of Shipfusion, admits that he had to engage his family to help him find PPEs for his staff. According to Luft, his company had to remain open due to the clients’ pressure. Most e-commerce clients rely on the company that handles wholesale orders and sending goods to customers.
Returning the Favor
Although the CEO operated from home, he successfully mobilized its vendors to provide the PPEs to all North American Warehouses. On the other hand, he returned the favor by laying the foundation of The Canadian Alliance to Protect and Equip Seniors Living (CAPE).
By extension, the initiative intends to provide about 15 million units of PPE to long-term care homes. Shipfusion also collaborates with its clients to give supplements and health foods to frontline workers across the US and Canada. Besides, it supports Ugandan refugees with lightly worn shoes.
Boost Morale
Elias Torres, the founder of eshine Cleaning Services company from Winnipeg, shares a different story. Many companies stepped aside during the pandemic. However, cleaning companies have raised the bar in their services due to the hygiene guidelines. Therefore, the demand for such services has reached the next level because disinfecting has become compulsory. Torres never thought that his company would serve renowned clients, including Lactalis Canada and Giant Tiger, among other big players. The development has boosted the company’s staff significantly.
The Bottom Line
Helping the needy during a crisis is a noble idea. Although many Canadian companies have spent their resources on the same, the process demands top-rated caution. It’s easy to put the business in an economic crisis, especially during this period.
Darren Dahl, a British Columbia University-based business economist, advises companies to look into the matter from a long-term perspective. The process would help in balancing expenditure and the company’s future. Concisely, Canadian businesses and companies have played their part in supporting the community professionally.
