"The past few weeks may have been filled with uncertainty, but one thing remains crystal-clear: kindness wins."
That's the official word from Seed, which has restructured its 'Seed of an Idea' campaign to match current times.
The campaign was recently launched to help women kickstart their own businesses.
In line with the new climate, the retail chain has reshifted its focus to support charities and local enterprises.
#seedofkindness has launched by profiling three such ventures, including the fashion industry favourite 'Buy From The Bush'.
Grace Brennan launched 'Buy From The Bush' after seeing the effects of drought on country communities.
It encouraged consumers to purchase from rural retailers, with many independent fashion boutiques reporting record sales.
Seed revealed it was time to celebrate social enterprises dedicated to the greater good.
"The global coronavirus pandemic has sparked an outpouring of generosity and altruism among Australians, providing much-needed hope and comfort.
"It’s never been more important to support our communities, show compassion and find new ways to help our neighbours in need."