Corporate social responsibility in times of crisis: Texas businesses that got it right during historic Winter Storm

From hurricanes and tornadoes to floods and droughts, we thought when it came to natural disasters that Texas had seen it all—but now we can add arctic deep freezes to that list, too. For the first time in history, the National Weather Service issued winter storm warnings across the entire state of Texas in February 2021 as Winter Storm Uri wreaked havoc on our electric grid, our pipes, our roads, and our fellow Texans’ health and wellbeing.

Through it all, some businesses found safe ways to make a positive impact in their communities while others missed the mark. The key difference for those who succeeded was something we talk about a lot with clients: coming from a place of authenticity and being helpful to your audience.

This is most effective when part of an ongoing corporate social responsibility program that establishes brand reputation through long-term partnerships and goodwill. After all, crises aren’t the time to foster new relationships to chase marketing impressions. Instead, they’re an opportunity to show your commitment by serving your community through established values, methods, and partnerships.

Here are five brands that earned a long-term boost to their brand reputation by making a difference with their actions and their ability to be of services to their customers and their communities.

H-E-B

San Antonio-based supermarket H-E-B uses the tagline “Texans helping Texans,” and their actions during crisis situations reflect how they live that core value. Through multiple natural disasters, H-E-B has consistently provided their customers with timely, straightforward updates regarding their supply chains and the status of their stores, and Winter Storm Uri was no exception. H-E-B quickly went to work helping Texans brave the storm both online and in-store, providing food and comfort to Texans during the historic winter storm.

Notably, when the power went out in one H-E-B location, taking down the registers, employees let shoppers leave without paying for their groceries. The family-owned chain also used its logistical prowess to ensure that Texans were able to get the supplies they needed at their local H-E-B.

The much-loved supermarket’s consistent crisis response has cemented its status as a beloved Texas brand. Texans continue to express gratitude on H-E-B over social media, declaring their love for the brand. H-E-B remains the perfect example of how getting it right during a crisis can cement lifelong brand loyalty.

CenterPoint Energy

Houston-based electric and natural gas provider CenterPoint Energy operates across the southern and central United States, including Texas, and, in the Houston region, the company manages the infrastructure that delivers electricity to homes and businesses. During the storm, the company provided its customers with timely, straightforward updates—frequently providing links to helpful information like outage trackers and public utility services. Additionally, they offered guides for dealing with damaged water pipes and natural gas safety tips over social media, while providing their customers with live updates and in-the-field photos that reinforced they were doing everything they could.

After the brunt of the storm and the outages had passed, CenterPoint transitioned into messaging about recovery. They provided information about ongoing scams in the region and shared valuable recovery resources. Finally, the company showed a commitment to its community by making a $1 million investment in recovery through establishing a fund with the City of Houston.

Overall CenterPoint Energy’s crisis communications were helpful, and the effort they made to update customers stood in stark contrast to ERCOT’s lack of transparency and empathy.

Gallery Furniture/Mattress Mack

If you’re from Houston, you know Mattress Mack through his ubiquitous television commercials for Gallery Furniture—and more recently as an unlikely local resource during natural disasters.

Mattress Mack used his personal brand page to communicate empathy and concern for his fellow Houstonians. Mack even opened Gallery Furniture stores as warming centers during the latter part of the week when power outages were still widespread, similar to how he sheltered people during Hurricane Harvey. And after the storm subsided, he partnered with the Houston Food Bank to distribute food to Houston neighbors in need.

Mattress Mack’s decision to help his neighbors and ongoing crisis communication has built him and Gallery Furniture an incredible reputation and loyal following. His consistency with these actions, being a resource and helpful in times of need, make it clear that helping his community isn’t a gimmick, but an authentic act coming from a place of sincerity.

Illuminidol

Known for their celebrity prayer candles featuring everyone from Bernie Sanders to Beyoncé, Austin-based Illuminidol found themselves with a product that could make a difference when so many Austinites lacked heat or power during the storm. So owner Gavin Inverso delivered over 2,000 candles to those in need throughout the city, a genuine move of goodwill that has undoubtedly raised Illuminidol’s local reputation.

The company operates with an existing CSR strategy ingrained into its business model, giving 10% of proceeds from all orders to charity. Often in a crisis, making a difference depends on quick decisions, and that’s much easier when social responsibility is already part of your brand’s values.

Cotton Holdings

Cotton Holdings is a disaster recovery company that provides property restoration and recovery, temporary housing, culinary services, and other disaster-related construction services worldwide. But as a Houston-based company, serving the Gulf Coast region is particularly meaningful, so Cotton Holdings was ready to leap into action as soon as they had power to rally behind the Texas communities most affected by Winter Storm Uri.

After the storm, Cotton partnered with restaurants in Austin, San Antonio, Houston, and Dallas to provide hundreds of free, hot meals to those affected by the record-breaking low temperatures. With so many struggling in the freezing conditions, Cotton was determined to offer Texans some relief and warmth.