If you feel like you’ve heard “unprecedented” and “together” over and over again, you’re not imagining things. In fact, the descriptors capture the spirit of how the world was caught off-guard as COVID-19 challenged our way of life, and how collaborative solutions are needed to lessen the pain of those most affected.

Austin brands and businesses responded, forging new partnerships, creating community investment programs, and syndicating supportive messaging that became vital to essential workers, healthcare heroes, and everyday Austinites trying to keep their chin up through the global crisis.

According to the 2020 Edelman Trust Barometer report, 62% of people think we will not make it through the COVID-19 crisis without brands playing a critical role in addressing the challenges. Moreover, more than half also said that brands and companies are responding more quickly and effectively than the government. Responses had to be thoughtful, with 77% of people agreeing that if they perceive that a brand is putting profit over people, they will lose trust in that brand forever.

Many Austin brands big and small didn’t disappoint.

Dell Technologies

Greater Austin’s largest tech employer, Dell Technologies, relied on its unique resources to ensure a quick and effective response to the growing crisis early on, donating nearly $1 million of IT infrastructure to the Hubei Center for Disease Control and Prevention (CDC) in China and another $284,000 in medical supplies. The computer giant set aside another $3 million in funds and in-kind technology donations to help meet the needs of frontline organizations around the world. The company has also ensured its technology is available to those who need it most.

Researchers in infectious disease prevention and control are relying on technologies created by Dell to better understand the coronavirus outbreak and its risks. At the University of Texas at Austin, researchers are using Dell’s advanced computing clusters to analyze travel data and create a model of the spread of the virus through China.

Closer to home, Dell Technologies helped found Round Rock Cares, a nonprofit organization established in March to support small businesses in Round Rock, the small city north of Austin where the company is headquartered. To further support the Greater Austin community, Dell made a donation to All Together ATX, a fund that supports populations disproportionately impacted by COVID-19. The company also pledged to match every employee donation to the COVID-19 response, dollar for dollar, up to $10,000 per employee.

El Arroyo

If you’ve spent time in Austin, Texas, you’re probably familiar with the Tex-Mex restaurant El Arroyo, a downtown staple notorious for delivering witty messages on its street-facing marquee sign (and if you’re not, enjoy: @ElArroyo_ATX. While El Arroyo has continued to delight passerby with its signature queso and tequila-themed puns throughout the COVID-19 crisis, it has also used its platform to spread messages of hope and resilience, like the one above.

These messages capture the spirit of the many Austin-based brands and businesses who are supporting their local community in creative and impactful ways during this time.

Tito’s Handmade Vodka

Founded by Tito Beveridge nearly 25 years ago on 12 acres of land in southeast Austin, Tito’s Handmade Vodka is a homegrown brand. Well known for its community involvement and philanthropy, the company’s swift and clever response to the coronavirus pandemic came as no surprise. In March, Tito’s announced its distillery would pivot production to work on something new: Tito’s Hand Sanitizer (complete with Tito’s logo and branding). As of late May, Tito’s has produced, packaged, and donated over 325 total tons of Tito’s Hand Sanitizer to more than 400 organizations in need throughout Austin, Central Texas, and the United States.

Since March, the company has also donated millions of dollars to local and national nonprofits, especially those supporting the service industry. Additionally, the company has donated nearly $4 million to fund COVID-19 research, including $400,000 to help produce 500 ventilators for immediate use in Central Texas.

Kendra Scott

Austinite Kendra Scott founded her eponymous jewelry line on the belief that “giving back is the truest form of success.” During the onset of COVID-19, the company demonstrated these philanthropic ideals and joined the ranks of businesses supplying personal protection equipment for frontline workers. The company mobilized volunteers in Austin, Lubbock and New Orleans to sew custom Kendra Scott bandanas into face masks and distribute them to local hospitals and clinics in need of personal protective equipment (PPE).

The brand is also donating 50% of proceeds from their popular Everlyne Bracelet to Feeding America, with the purchase of one bracelet providing 200 meals to families in need.

Puracy

Other local brands are maximizing their efforts by harnessing the power of social media and by encouraging their customers to give back, too.

Puracy, which produces non-toxic, plant-based cleaning and personal hygiene products, recently launched its #HoldTheLine campaign in support of essential workers fighting COVID-19 on the front lines. Through this initiative, Puracy donates hand soap, hand sanitizer, surface cleaner, laundry detergent and more to healthcare workers, hospital staff, first responders, nursing homes, shelters and food banks. The brand has asked followers to share the #HoldTheLine hashtag on social media to spread the word and tag organizations in need of supplies. Donations can be requested online.

Pinthouse Pizza

Pinthouse Pizza, a beloved pizza joint and brewery with three locations in the Greater Austin area, announced a “Feed the Frontline” initiative. When ordering online, customers can opt to “Donate a Pizza” or “Buy the Kitchen Team a Beer.” For every pizza donated, Pinthouse Pizza will make and deliver a medium pizza to a local frontline worker. And every time a customer chooses to “buy a beer,” the proceeds go directly to Pinthouse’s back of house team who have not been able to receive guest tips while dining rooms were closed.