pread.  AccuWeather chief meteorologist Jonathan Porter commented that “the devastation left behind is heartbreaking and the economic toll is staggering”, and added that the financial cost might reach nearly 4 per cent of California’s annual gross domestic product. This figure includes the loss of local retail businesses, such as apparel retailer Elyse Walker’s flagship location in the Pacific Palisades, which have burned down entirely, and the disruption of national businesses like Nuuly, which have paused operations in Los Angeles for the foreseeable future.  Many businesses, both corporations and independents, are already struggling to imagine recuperating after the wildfires are contained.  In the wake of the ongoing destruction, retailers across the country are banding together to support California and its residents with offers of support, through monetary contributions or the donation of physical goods.  Brands giving back to the California retail community One of the first major corporations to step up to the plate in the wake of this crisis was Airbnb, an online marketplace that connects property owners who want to rent out their homes with people looking for short-term accommodations.  The marketplace has partnered with local nonprofit 211 LA to offer temporary free housing to displaced residents, providing a lifeline for those forced to evacuate due to rapidly spreading fires consuming homes and neighbourhoods. Current areas receiving assistance include Altadena, Malibu, Pacific Palisades, Pasadena, Santa Monica, and Sylmar. In a press release published on January 8, Airbnb stated, “The accommodations are completely free for guests and are funded by Airbnb.org and the generosity of Airbnb hosts – many of whom offer their homes for free or at a discount through Airbnb.org.” To ensure California-based civilians will be able to remain connected to one another during this difficult time, telecommunications company Verizon is waiving prepaid and postpaid call/text/data usage incurred from January 9 through January 18 for customers and is ensuring that Verizon retail stores in the area will be available to the public for free charging and wifi. Other brands, such as beauty company Glow Recipe and accessories and apparel brand Brandon Blackwood, are donating their products to provide comfort and care to those in need. The former has donated US$100,000 worth of essential skincare profits, including cleansers, SPF and other treatments, while the latter is donating clothing from its Studio collection to help those affected, along with a portion of sales garnered on January 10 to the non-profits World Central Kitchen and Baby2Baby.  Aiding first responders In addition, many companies are donating their products and services to provide aid to first responders.  Taco Bell, working in partnership with franchise organisation C&R Restaurant Group, is sending its taco truck to Will Rogers State Beach on January 10 and January 13 to feed firefighters.  Taco Bell stated, “We’re born and raised in SoCal…seeing these LA fires continue to spread throughout the county is beyond comprehension. We know that many first responders are working around the clock to keep LA safe, and that many people have been displaced from or lost their homes. We want to help.” Also, Taco Bell CEO Sean Tresvant stated, “It has been absolutely devastating to watch these fires rage throughout the SoCal region. We’re here to help fuel the incredible firefighters working tirelessly to save our city. There is much more to be done, this is just the first step.” In addition to providing customers with an open line of communication, The Verizon Foundation is also stepping up to support affected communities by contributing US$1 million to provide urgent relief and resources, including US$500,000 to the American Red Cross and US$500,000 to the Los Angeles Fire Department Foundation to supply LAFD firefighters with essential tools. How to provide genuine support during a natural disaster In theory, any statement of support released by a company in the wake of a natural disaster can be seen as a kind gesture. However, the reality is that without tangible actions, such as monetary or physical donations or links to raise awareness of non-profit organisations helping out, consumers can view statements as signs of performative activism. It is also important to note that in times of crisis, companies, especially larger corporations, need to be sensitive about the type of content they post. For example, this week, Skims founder Kim Kardashian, a Los Angeles native herself, was called out for a series of stories posted on the brand’s social media page promoting a winter sale. The timing was less than favourable, considering the Palisades blaze had started earlier that day and over 30,000 California residents were being forced to evacuate their homes.   Even worse, the brand continued posting stories promoting the sale the next day, prompting Skims’ fans and critics to call the founder and brand tone-deaf.  Los Angeles-based writer and comedian Meredith Lynch blasted Kardashian in an Instagram reel that has garnered over 20,000 likes, criticising her for posting the video amid the raging fires, rather than issuing details about resources to help people.  “Not one thoughts or prayers on her Instagram, but she is posting you a countdown to her winter sale,” Lynch pointed out. “Kim Kardashian, who has these huge reaches, who has such a base in Los Angeles, it is wild to me that they’re not like, ‘Hey, let me use my platform to put out as much resources as possible,’”’ the comedian said.  Both Skims and Kardashian have since removed any promotional materials related to the winter sale from their social media platforms and are currently not posting any content, promotional or otherwise.  As crisis communications expert Megan Paquin previously explained to Inside Retail, “There are numerous factors to consider before deciding to comment on an international conflict or other high-profile matter. That is why many crisis communications professionals recommend retailers and other organizations create an issues monitoring and management plan as their strategic foundation. “In the absence of such a plan,” Paquin cautioned, “retailers should start with an honest evaluation of their business’s relevance to the matter.” This evaluation should include factors such as: Whether the retailer does business in the affected area; Whether the retailer has employees or other stakeholders who are affected by the conflict; What the impact to their customers could be. “As long as retailers approach the situation with genuine concern, empathy and a heart for helping others, there’s really no bad move here. Just remember, this is not a time to drive sales or likes to your store. It’s about the victims and how we can all use our resources to help out,” Paquin concluded.