Budweiser has repurposed its sports and entertainment budgets and turned them into a donation to the American Red Cross. As the effects of COVID-19 force people to rethink their priorities, brands are winning fans for reflecting the overriding mood of wanting to help people in need.

Offering activations that focus on fun, safety, and engagement, beer brand Heineken has been working to boost its profile and engagement in Brazil. Amid changing drinking habits and a growing taste for premium and craft beer, the company is growing in popularity among Brazilians.

Lyft has announced an expansion of its services, adding food and medicine delivery to its offering. With many people experiencing reduced mobility due to COVID-19 isolation measures, the move shows how brands can empathize with their situation and serve community needs.

With public resources stretched, COVID-19 has created opportunities for brands to demonstrate their pro-social values. But how are people evaluating their responses to the crisis? Canvas8 spoke to 16 Britons and Americans to learn how brand actions may affect customer loyalty in the future.