These large companies used their scale for positive impact
Large companies bear massive responsibility, but the size of these companies in many ways strengthens their ability to exact a more widespread impact. Select brands which continued rebuilding and innovating, while still keeping the individual a central concern, were labeled in Fast Comany’s 2022 Brands That Matter.
General Motors
General Motors envisions an all-electric future. As the parent company to Chevrolet, Cadillac, GMC and Buick, GM set out to shift the future of electric vehicles. With creative spots like its “Dr. EV-il” in the Super Bowl, reuniting the cast of “Austin Powers,” GM even used humor to take on climate change. This year marked a series of
notable strides: In November, the company opened its first fully dedicated EV assembly plant, Factory ZERO, in Detroit. In January, GM announced it
would open a battery facility in Lansing, Michigan, aimed at creating more jobs in North America.
TriNet
TriNet, a professional employer organization offering HR solutions for small and midsize businesses, wanted to put a strong emphasis on humanity. Particularly after the pandemic hit, TriNet sought to provide one-on-one guidance and content, including webcasts, blogs, videos, and other resources. The company’s “Humanity” campaign ran through 2021 to promote the value of its HR capabilities amid the pandemic’s many demands, with humor and relatable scenarios. Even more, TriNet launched its first annual National Small Business Week Summit in May.
Verizon Communications
COVID-19 advanced the growth of many digital technologies and, by default, the “digital divide.” Leaders at Verizon Communications realized that networks were becoming more and more important for daily tasks and connection, and small business owners, educators, and others needed resources to reap the benefits of this digital transformation. It started two initiatives over the last year: Verizon’s Small Business Digital Ready
—a free, online curriculum for small businesses —and Verizon Innovative Learning HQ, a free online portal for K-12 educators and students.