It’s not enough to be a socially conscious company in the good times.

Just ask Richard Branson.

It is one thing for companies to talk about “prioritising stakeholders” and “putting purpose ahead of profit” when times are good.

It is another thing entirely to stick to those principles when, in the middle of this coronavirus crisis, people are dying and the economic system is on the verge of collapse.

Liberal, socially-conscious companies do the right thing whatever is happening globally.

An outrageous response to coronavirus

Not like Virgin Atlantic.

The airline has tried for years to brand itself as a forward-thinking company.

But, as soon as the virus caused a sharp drop in demand, the company told its staff to take eight weeks of unpaid leave and then demanded billions of pounds of taxpayer money.

That is just plain outrageous.

The company’s billionaire CEO, Richard Branson, has faced a storm of criticism. And it serves him right.

But other companies have shown the way.

LVMH, the parent company of Christian Dior and Louis Vuitton, has helped French health authorities by manufacturing hand sanitizer and providing it to them for free.

Prada has donated two full intensive care and resuscitation units each to three Milanese hospitals.

In the midst of this coronavirus horror, they are helping people

Joe ‘The Body Coach’ Wicks doesn’t just host YouTube fitness classes aimed at children at home in the UK because schools are shut.

He has also donated all his profits to the NHS.

BrewDog, meanwhile, has been manufacturing hand sanitiser and delivering lunches to vulnerable people.

These are the actions of companies that care.

In the midst of this horror, they are helping people.

It’s at times like these that we discover those who are the real corporate heroes. And those who only talk the talk.

What are you doing to help people? How are you making people’s lives better right now when it matters most?

If you want to contribute to your community, but just don’t know how, ask The Copy Bear for some free advice.

We help liberal companies help their customers. And we can help you through this crisis.