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30+ brands giving back during the pandemic 👏

Some have completely shifted their productions to create masks and offer services and resources free of charge. Others are implementing a give back model, directing funds to places and people in need.

brands giving back covid 19

Throughout this pandemic, I've been paying attention to how brands are responding and taking action. With so many businesses closing doors, it's been refreshing and uplifting to see companies find ways to give back to the community. Some have completely shifted their productions to create masks and offer services and resources free of charge. Others are implementing a give back model, directing funds to places and people in need.

But if there's one thing we can all agree on, it's that we need this support more than ever—and every little bit makes an impact. Our frontline workers need PPE, communities need meals, and we could all use a little extra support when times get tough.

We've rounded up brands that are giving back and directly helping those in need during COVID-19:


These brands are giving back to local communities

  1. Vegamour: For every purchase, 20% of proceeds will be going to the LA Food Bank
  2. Cotidié: Donating 10% of sales to Houston Area Women's Center
  3. Rael: Donating 70,000+ organic feminine care products to Los Angeles Unified School District. (You can get 15% off $50 with code MOM15.)
  4. Billie: Donating $100,000 to food banks across the country
  5. Boll & Branch: Using 10% of each sale towards production of mattresses to outfit pop-up hospitals
  6. Etsy: Investing $5M to help local sellers continue to have steady sales
  7. Amy's Kitchen: Donated 150,000+ meals to food banks, sent 6,000 masks to local hospitals and providing meals to Bay Area hospitals, medical staff and first responders
  8. Peanut: Giving 20 free community postcards to spread support through neighborhoods (use code 'HERE4YOU' for free shipping)
  9. Tula: Made their Star Bright Hydrogel Masks 50% + donating 100% of proceeds to getting medical massk to NYC frontline health care workers.
  10. Mastercard: Commitment of $250 million over 5 years to support small businesses in the U.S. and other markets
  11. Netflix: Launched a $100M fund to help individuals in the film + TV industry who have been affected by COVID-19
  12. Spanx: Donating $5 million to directly help female businesswomen during the pandemic.
  13. Rothy's: Sourcing 100,000 non-medical masks to make a bulk donation, working to make masks and donating $20,000 to Direct Relief.
  14. Mum & You: Partering with The Hygiene Bank to distribute pallets of eco-diapers, wipes and toiletries to impoverished families who struggle to afford basic personal care necessities during this global crisis.
  15. Bed Bath & Beyond: $10M product donation in home essentials to communities suffering health + economic impact of the pandemic.

These brands are making new products to help the COVID-19 fight

  1. Dyson: Producing 15,000 ventilators called the CoVent
  2. Reformation: Partnering with the city of LA to make masks for essential workers
  3. Bazzle Baby: Using bib fabric supply chain to make face masks
  4. Tea Collection: Making masks from Spring/Summer material scraps to send to local hospitals
  5. Ruggable: Partnering with LAprotects.org to product and distribute masks to essential businesses In LA-area
  6. nununu: Free kids face masks in all online order + donating masks to those in need
  7. Love Your Melon: Created face masks + donating to those in need through a buy one, give one initiative
  8. Carter's: Shifted production to produce medical grade face masks + donating 200,000 masks to Atlanta Children's Hospital
  9. Jaanuu: Creating antimicrobial-finished face masks for adults and kids; one mask donated for each one sold up to 1M
  10. Nordstrom: Partnering with Kaas Tailored, Providence and Ascension to make nearly 1M medical masks.
  11. Kendra Scott: Donating its yellow branded bandanas + working with local female volunteer groups to sew masks for communities who have been largely affected by COVID-19

These brands are helping those directly affected

  1. Artifact Uprising: Free wedding reprints to support engaged couples whose wedding dates are being affected
  2. Persona Nutrition: Gave 1,000 3-month vitamin subscriptions to first responders
  3. Draper James: Gave free dresses to teachers across the country, who are now teaching from home
  4. Hanna Andersson: Donated pajamas to hospitals across the country
  5. Pizza Hut: Donating 250,000 personal pizzas + $500,000 in grants to educators through Read & Feed Program
  6. Stride Rite: Partnering with Alex's Lemonade Stand by donating all proceeds by cozy slippers to their COVID-19 Emergency Fund
  7. Johnson & Johnson: Committed $50M for immediate COVID-19 response, supporting frontline health workers.
  8. Sheetz: Expands free meal program to all 600 stores, providing meals to children in need daily
  9. Sun Bum: Donating thousands of hand sanitizers, moisturizers and personal care products to first responders, hospitals and those that are on the frontlines.
  10. AT&T: $5.5M commitment to feed first responders + offering free smartphones for life to first responder public safety agencies
  11. HIKI: Offering products for free to hospital and medical facility workers.
  12. Crocs: Donating a free pair of shoes to health care workers on the frontlines of COVID-19
  13. L'Oreal: North American manufacturing facilities producing alcohol-based hand sanitizer, donating personal care and hygiene products to Feed the Children, donating surgical + N95 respirator masks to local hospitals and providing relief for small businesses
  14. THINX: Providing health care workers with free period products from Wuhan, China to New York City.

These brands are offering free services + products

  1. Mental Health Technologies: Free online screening for anxiety and depression
  2. Headspace: Starting May 14, they'll offer free, 1-year subscriptions to all unemployed people in the US
  3. Chatbooks: Offering a free year of photo books for babies born during social distancing, along with a copy for a loved one through their newly launched Stork Series
  4. Gyminny Kids: Online services offer parents + kids free gym classes
  5. Upswing Health: Providing free telemedicine therapy for muscular/skeletal injuries (kids falling, sprains, etc.)
  6. The Riveter: Made their new digital platform free, a tool to connect with other working moms
  7. Hims & Hers: Working with Stephanie Owen, Licensed Family Therapist to offer free group therapy sessions to parents
  8. Japan Society: Offering free Japanese lessons to children of frontline workers

My village lives far away—but my Target baby registry helped them support me from afar

Virtual support was the next best thing to in-person hugs

They say you shouldn't make too many major life transitions at once. But when I was becoming a mama for the first time nearly five years ago, my husband and I also moved to a new town where we didn't know a soul, bought our first house and changed jobs.

To put it mildly, we didn't heed that advice. Luckily, our family and friends still made it feel like such a magical time for us by supporting our every move (literal and otherwise) from afar. They showered us with love through a virtual baby shower (expectant parents nowadays can relate!) featuring the unwrapping of gifts they were able to ship straight to me from my Target registry.

Here's one piece of advice I did take: I registered at Target so I could take advantage of the retailer's benefits for registrants, which include a welcome kit valued over $100, a universal registry function and more. Fast-forward a few years and Target has made the registration perks even better for expectant parents: As of August 2020, they've added a Year of Exclusive Deals, which gives users who also sign up for Target Circle a full year of savings after baby is born on all those new mama essentials, from formula to diapers and beyond.

Honestly, even without the significant perks of a free welcome kit with more than $100 in coupons, additional 15% off coupons to complete the registry and a full year of free returns, registering at Target wasn't a hard sell for me: Even though the experience of shopping for baby items was new, shopping with Target felt like returning home to me… and the comfort of that was such a gift.

And of course, Target's registry plays a vital role right now, as expectant parents everywhere are being forced to cancel in-person baby showers and navigate early parenthood without the help of a hands-on village. A registry like this represents a safe way for communities to come through for new parents. If you're anything like me (or any of the other mamas here at Motherly), you certainly have emotional ties and fond memories associated with Target.

What to register for at Target was also an easy talking point as I began to connect with moms in my new community. I will always remember going on a registry-building spree with my next door neighbor, who had young children of her own. As we walked the aisles of Target back in 2015, she suggested items to add… and we laid the foundation for what has since become one of my most cherished friendships.

Even as I made connections in my new hometown, I was nervous that expecting my first baby wouldn't feel as special as if I were near family and friends. But my loved ones exceeded all expectations by adding the most thoughtful notes to gifts. They hosted a beautiful virtual baby shower and even encouraged me to keep the registry going after my baby made his debut and new needs arose.

In the years since, "community" has taken on a wonderfully complex new meaning for me… and, in these times of social distancing, for the rest of the world. I've come to cherish my newfound friends in our local community alongside those long-time friends who are scattered around the county and my virtual mama friends.

Now, as my friends' families grow, I'm so grateful that I can show them the same love and support I felt during my first pregnancy. I sing the praises of Target's baby registry—especially in light of the pandemic, since I know mamas can do everything from a distance thanks to Target's website and the added benefit of getting trusted reviews and helpful registry checklists.

And now that I'm on the gift-buying side of the equation, I've found new joy in picking thoughtful gifts for my friends. (Because goodness knows Target has something for everyone!)

For my friend who is a fellow runner, I teamed up with a few others to give the jogging stroller she had on her registry.

For my friend who is a bookworm, I helped her start her baby's library with a few books that are also well-loved in our home.

For other friends, I've bundled together complete "sets" with everything they need for bathing or feeding their children.

I know from my own experience that, yes, the registry purchases are so appreciated, but the thoughtfulness and the support they represent means even more. Because although my village may have been distant, the support they showed me was the next best thing to in-person hugs.

Start your own Target Baby Registry here to experience a Year of Benefits including a Year of Exclusive Deals through Target Circle to enjoy for a full year following your baby's arrival, a year of free returns, two 15% off completion coupons and a free welcome kit ($100 value).

This article was sponsored by Target. Thank you for supporting the brands that support Motherly and mamas.

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