5 examples of companies who creatively and purposely adjust during the covid-19 pandemic

Agne Nainyte
4 min readApr 2, 2020


The covid-19 global pandemic is turning us upside down like a roller coaster in an amusement park. But this time the experience is less joyful, especially if you are a business owner or employee without the feeling of having job security.

While crises are never fun and always end up in lots of sleepless nights, they also teach us new things. And apparently some can even find new opportunities during these usually toughest times. Did you know that Airbnb was launched during the previous economic crisis in 2007–2008? Since so many people were struggling financially, renting your room or apartment to get some extra money sounded so much more appealing than during the economically flourishing times.

So let’s take a look at some examples of companies who are showing great creativity and flexibility in their operations to continue their business to either attract more attention to their brand or help societies to cope with the challenges. It’s not the companies who are donating their money, but rather those that find out-of-the-box ideas to continue their business while benefiting communities at large.

Fashion giants such as Chanel and LVMH adjust their production

While Chanel and LVMH are typically known as producers of some of the world’s most lavish, luxurious and expensive goods, I can imagine their sales figures are heavily impacted by this Global pandemic. As for many other producers, this could potentially lead to having them to lay off a big chunk of their staff.

Instead of shutting down their production completely, they have shifted to make new products that are under higher demand, such as hand sanitizers and face masks. Products that are much needed these days for medical staff. Great job!

I personally found myself changing my initial opinion on the Chanel and LVHM brands by this adjustment that they made. Where in the past I never really could associate myself with the brand and what they stand for, I now find myself changing that opinion — as I perceive them as caring and empathetic.

Airlines adjust their passenger planes into cargo carriers

It’s no easy day for airlines! While it has always been a highly competitive industry with lots of pressure and challenges to make profits, these days have proven to be devastating for airlines. With so many flights cancelled, resulting in their expensive planes standing underutilized and even being charged for being parked.

But airlines don’t give up and apply creative thinking to utilize their assets by converting passenger planes into cargo carriers to deliver necessary goods at the place of need with the fastest mode of transport.

After listening to an amazingly emotional song by a KLM flight attendant, I hope even more that the tourism sector is going to recover soon and we will be able to continue exploring the world.

F1 teams are working hard to produce respiratory devices

Since all of the races are obviously cancelled, F1 team have shifted their focus and looked how they can utilize their high tech factories for good. One example is that they are examining how they could potentially produce respiratory devices for which demand has spiked over the last months due to the Covid-19 pandemic. F1 teams hold extremely talented engineers, who are often pioneers in car manufacturing innovation, so it would be a waste not to use their talent to help in coping in these challenging times.

My first F1 experience during Korean Grand Prix in 2010

This is also good for their staff engagement and mental health. Not many want to sit at home all the time and even more brutally — not doing anything use- or purposeful for work. Most people need to be cognitively challenged and by this move the F1 teams are doing just that!

Branding experts and designers keep creative with logo design

Immediately after the covid-19 outbreak, more often referred to as “corona”, I was wondering what would happen to the Corona beer brand. Although many branding experts, including my talented friend Dr. Dominyka Venciute, says that public attention is always good for brands. So far it hasn’t been detrimental to the brand, as sales numbers have actually spiked in the US compared to last year and other regions are close to showing the same trend.

There are other ways where companies are utilizing their reach to help spread the message, one of which is spreading the word of the currently much needed social distancing. Take a look at some examples how companies are creatively adjusting their logos to the current times where social distancing is the new normal.

How to keep kids entertained at home

Social media channels are booming with funny examples of a new reality for parents working from home while their children are not going to school or daycare. For some professionals remote ways of working isn’t new at all, but combining that with child care is very different.

So what do you do when you have a busy day with conference calls and your kid is asking for play time? Mattel thought about it and launched a free online playground to entertain your kids during the pandemic times. What an empathetic and inspiring way to engage your audience in the new type of conditions.

I believe there are many more examples of companies who are doing a great job in adapting to these times. I would love to hear examples you’ve come across, so don’t hesitate to share it in the comments section.

Originally published at https://nainyte.com on April 2, 2020.



Agne Nainyte

Digital Transformation Consultant at Schuberg Philis and blogger at https://nainyte.com/