Have you ever experienced a natural disaster firsthand? Have you felt the gut-wrenching reminders of humanity’s vulnerability in losing everything you have ever loved or helplessness as you witness it happen to those you love?

During the 2025 Los Angeles wildfires, as the vibrant city turned black under the billowing smoke, I was yearning to do anything, wishing I had gotten certified as a psychologist or massage therapist instead of a major in Marketing. All those around me similarly grappled with how they could be of service--volunteer, donate, or lend a hand--but were unsure where to begin or which corporations to trust.

The chaos of 75,000 displaced civilians is, no doubt, overwhelming. It was through this tragedy that I saw how brands could be more than providers of goods or services—they could be anchors of stability, stepping in where individuals could not. When disaster strikes, brands have a choice: sit back or show up. And the ones that choose the latter are reshaping what it means to lead.

The Role of Brands in Disaster Response

The Responsibility

In times of crisis, brands are uniquely positioned to step in and make a real impact. They have the resources, networks, and reach to not only provide immediate relief but to offer long-term support. From donating essential goods to offering financial aid, these actions can transform brands into forces for good. In doing so, they humanize themselves and build authentic connections with their communities.

Building brand loyalty during crises is akin to investing in insurance for customers. For instance, Casper responded to the 2025 Los Angeles wildfires by sending free mattresses to customers who lost theirs in the disaster. Such acts of generosity create a reciprocal bond with consumers, turning brand loyalty into a lifeline during times of crisis.

A Shifting Industry

Corporate responsibility is no longer a buzzword. It’s become a call to action. Gone are the days when disaster relief was seen as a PR stunt—today, it’s about authentic action that aligns with a brand’s values. We’ve seen in trends like Influencer Marketing that consumers want to relate to brands, not be sold by them. Consumers are watching, and they expect brands to stand for something beyond profit. The shift is clear: brands that show up when it counts are the ones who earn trust, loyalty, and respect.

In 2024 and 2025, brands of all sizes answered the call. Hilton, in partnership with American Express, donated 20,000 free hotel nights to wildfire evacuees, providing a safe haven for those in need. Spitz, a small Mediterranean restaurant chain, offered free meals to displaced individuals on a trust system, proving that even smaller brands can make a big difference.

Lessons for Marketers

Beyond Marketing

The best brands compartmentalize their marketing goals during crises, focusing instead on supporting their communities.

Airbnb played a major role in disaster relief in the last year. When Hurricane Helene tore through Florida and North Carolina, Airbnb.org, the nonprofit arm of Airbnb offered free temporary housing to thousands of evacuees. And they did the same for victims of the Los Angeles wildfires. This is a brand that’s not just about offering a place to stay; they’re creating a lifeline when it matters most. Airbnb.org has provided over 1.6 million nights of emergency stays for nearly 240,000 people worldwide.

Strategic Empathy

The line between authentic action and opportunistic marketing is a fine one. It’s easy for brands to jump in and “do good” when it’s trending, but true empathy comes from long-term commitment and support. Consumers can easily spot inauthenticity, so brands must act with genuine care and compassion, not just for the sake of a campaign.

Home Depot’s response to Hurrican Ian, which included sending building materials and tools to aid Florida’s recovery, demonstrated a commitment to helping people rebuild their lives, not just their homes.

Lasting Impact

Purpose-driven campaigns don’t just make a difference during the crisis—they build trust and loyalty that lasts long after the storm has passed. When a brand consistently shows up for its community, it becomes more than just a business; it becomes a part of the fabric of that community.

In 2024, after California’s wildfires, Patagonia stepped in with both financial contributions and support for environmental restoration projects. Their efforts went beyond just donating money—they provided tangible resources for rebuilding communities and healing the land.

Building a Better Tomorrow

The most impactful campaigns don’t just tell stories—they create them. When brands rise to the occasion during natural disasters, they prove their commitment to their customers, communities, and the world.

When brands step up during disasters, it’s more than a campaign—it’s a legacy. It’s time for brands to lean into the power of purpose. Use your resources to not just market—but make a difference. Be the steady hand when the world feels like it’s spinning out of control.

Ready to make your brand mean more? Contact us to see how SoHo acts as a partner during these initiatives.

Rising to the Occasion: How Brands Lead During Natural Disasters