Adapting to and managing through crisis: being a leader and helper for those in need
By Jennifer
Not getting to go to Brazil to meet with our consulting partners was a twist that none of us saw coming, but this experience has shown us a lot about globalization and the interconnectedness of our world. Despite never making it to Brazil to meet with our client’s hardworking team, presenting them with our final report felt like we were wrapping up a huge project, and the lessons learned were not diminished at all.
While I’m sure we all would have preferred to go on the trip we expected and meet with our consulting partners, being able to view a small startup as they navigate a worldwide pandemic has been illuminating. Our client is a small company that works in the favelas to provide solar energy to homes and businesses. Because they are involved with the national energy grid, they have gained the trust of community residents and they have access to their bank information. While this would normally only be used to track energy usage and expenditures, in 2020 it has become most useful as a way of distributing aid to the community as needed. Because our client is a trusted entity, they are able to work as a point of contact for communities that may not have the resources to effectively protect themselves in a pandemic.
Distributing funds and supplies is very different from their mission to provide affordable solar energy options to low-income communities, but in looking at their Theory of Change, it seems they’re doing exactly what they should be in this situation. While goals related to sustainability may have to take a backseat for now, our client has stated that one of their indirect goals is that
“[The community generating their own power] creates a feeling of community empowerment”, and their ultimate impact is to improve the quality of life for community residents. At this time, when one of the greatest needs is for effective and safe distribution of resources, our client’s involvement has been a great asset to the community as they pivot their focus while keeping an eye on the larger goal.
When the world learns how it can best adapt to this new normal, our client is eager to bring their focus back to their goals surrounding sustainability and education. In the meantime, however, they’re perfectly positioned to be a resource to their community, and this may end up being the best marketing strategy they could ask for.
When community members learn about them now, it is as a leader and helper for those in need, highlighting the value that was always there in their mission but perhaps not as obvious to consumers.
This transition was not easy for anybody, and the transition back to life as we know it will also be difficult, but our client has shown that they are ready to meet whatever challenges come their way.