Profiles in Compassion, Chapter 75

Profiles in Compassion

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Our Brand Acts of Kindness® series highlights companies that are changing the world as they live their brand values.

When the ball dropped in an eerily deserted Times Square last New Year’s Eve, we all watched and wondered—would 2021 turn out better than 2020? It seemed it couldn’t possibly be worse.

Happily, 2021 has been an improvement in many ways, even if we’re not yet out of the woods. As the year winds down, one bright spot has been the way companies of every size are living their brand values in addressing the most urgent priorities of our time—a global pandemic, racial injustice, social inequity, climate change and environmental sustainability. They’ve done so through significant contributions of money, time, energy and human capital.

At Carpenter Group, these efforts gave rise to our Brand Acts of Kindness® series, which launched in April 2020 with a profile of Tito’s Vodka. As COVID-19 was spreading across the world, the company shifted its focus to producing and donating 24 tons of much-needed hand sanitizer to first responders, frontline healthcare workers and hospitals. At the same time, Tito’s pledged $2 million to fund coronavirus relief.

That was 74 “Brand Acts” profiles ago. Earlier this month we posted No. 75, spotlighting Chubb, which has built its brand on a commitment to moving quickly to meet client needs—through its practices as an insurer and its role in making a better world.

Collectively, the 75 “Brand Acts” profiles posted to date show how ingenuity, compassion and resolve, aligned with a solid brand purpose, can both strengthen a brand and make the world a better place. For us at Carpenter Group, learning and writing about these remarkable companies has been a moving and illuminating experience. We are privileged to have had the opportunity to celebrate their efforts over the past two years. And we look forward to featuring more Brand Acts of Kindness through 2022.

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About Brand Acts of Kindness® 

Brand Acts of Kindness® is a series from Carpenter Group that spotlights companies across industries that are living their brand values in addressing the unprecedented challenges facing the world today.

The series initially headlined companies assisting healthcare workers and first responders, as well as communities, businesses and families impacted by the COVID-19 pandemic. We also highlight brands taking the lead in supporting social and racial justice, LGBTQ rights, sustainability and the environment. Their stories show how innovation, resolve and action, built on a solid value proposition, can both strengthen a brand and help create a better world.

About Carpenter Group

Carpenter Group is an independent, woman-owned strategic branding, messaging and marketing communications firm that has delivered results-driven solutions to financial, professional services and technology firms for 30+ years.

Our broad cross-discipline experience enables us to craft brand messaging and carry it through to the channels that most effectively connect with our clients’ target audience, from editorial content to advertising to event marketing and more.