Leading with Purpose has never been more critical as companies continue to support their employees and communities, while stepping up to help the world fight and overcome the deep and widespread impact of the coronavirus pandemic. The decisions companies make today will continue to define them after the crisis is over. In our latest Purpose and reputational study, the Porter Novelli/Cone Purpose Premium Index, it was revealed that the correlation between Purpose and reputation is strong. In fact, among 200 ranked companies, those companies with a strong reputation scores also received strong Purpose scores. These scores move together for nearly nine-out-of-10 companies (88%) ranked.

Here are some of the top ways we are seeing companies respond to the coronavirus pandemic:

1. Caring for All Employees During Uncertain Times

Companies first looked internally to take care of their employees, including vendors and hourly workers.

• Starbucks now offers catastrophe pay to all employees.
• Timpson will keep its 5,500 employees on full pay while its shops remain closed.
• Shopify gives workers $1,000 stipends to ease into remote work.

2. Changing Operations to Address Pressing Needs

Companies are stepping up to address urgent needs – changing entire operations to provide needed items.

• Anheuser-Busch InBev shifts production and distribution to make hand sanitizer.
• Formula One engineers help create breathing aids for coronavirus patients.
• GG Hospitality in the U.K. opens doors to hospital workers to self-isolate away from families.

3. Amping Up Philanthropic Efforts for Their Country, Industry and More

Global, national and local nonprofits are in desperate need of support – sometimes a cash donation is the best way to bolster existing efforts.

• Giorgio Armani gives nearly $1.5 million to Italian hospitals and emergency funds, and other major fashion brands followed suit.
• Miller Lite launches #VirtualTipJar to support bartenders.
• Kraft Heinz donates $12 million in in-kind and cash donations and launches #WeGotYouAmerica.

4. Redirecting Talent to Create Solutions

Sometimes money isn’t enough. Companies have stepped in while social distancing.

• Amazon, Alphabet and Apple harness employees to create a COVID-19 tracking site.
• L.L. Bean shifts employees and distribution to box food for a Maine food bank.
• Shiseido activates employee volunteers for online opportunities.

5. Removing Paywalls and Increasing Access

Companies are sensitive to the fact that the world is stuck indoors and have provided solutions to help make the best of a bad situation.

• PopSugar launches the Active by PopSugar app early and makes it free for the foreseeable future.
• Hyundai relaunches Assurance Job Loss Protection Program for those who have lost jobs.
• Virgin Media announces it is making kids channels available for no extra charge to eligible customers.

When identifying the right opportunity, companies need to first consider the need state – what are the urgent needs that must be solved for? Then (and only then), companies can assess their assets – in the way of cash, talent, time and resources and determine the best way to authentically support both in the short and long term. Remember to proceed cautiously when promoting. It is important to be authentic and portray empathy, not opportunism. Lastly, times are changing, rapidly. Companies should evaluate their efforts on a weekly (and perhaps daily) basis to align with the evolving crisis and changing needs. This continues to be an unprecedented, all-hands-on-deck situation. What legacy will your organization leave?