"In a World of Brands, Grab and Gojek are Gentleman"

Does it sound familiar? Actually, in a social crisis, one wrong move can cancel your brand. But one real act of empathy? That’s how you build consumer loyalty for life

Author

Jelita Hayati
September 03, 2025

Hello Growth Getters!

A crisis isn’t just about damage control; it’s an opportunity to showcase a brand’s humanity. A response that is fast, transparent, and empathetic does more than protect reputation; it strengthens the brand’s identity as a true partner in people’s lives.

In the case of Grab and Gojek Indonesia during the August 2025 national protests that claimed lives, Grab’s and Gojek’s PR efforts demonstrated that “a genuine emotional response carries far more weight than a mere media clarification.”

Research literature said:

According to Edelman’s Trust Barometer 2024, 71% of consumers say they lose trust in a brand if it puts profits over people during crises. Meanwhile, Accenture Strategy (2023) found that 62% of customers switch to competitors when they feel a brand is indifferent to social issues. The takeaway? Empathy isn’t optional; it’s a competitive advantage.

Research also highlights the importance of empathy and speed in crisis communication. The Institute for Public Relations (2023) found that brands adopting empathy-driven communication experience a 36% increase in public trust compared to those relying solely on formal statements. Similarly, the Harvard Business Review (2022) emphasizes that responses made within the first 72 hours of a crisis shape 80% of stakeholders’ long-term perceptions of a company.

Grab and Gojek During Crisis

CEO Action & Human Touch

Anthony Tan, CEO of Grab Holdings, immediately flew to Makassar to visit the family of Alm. Rusdamdiansyah (Dandi), an ojol (online motorcycle driver) driver who tragically passed away during the protest. Instead of issuing only a statement, he showed up in person, offered condolences, and ensured the victim’s family received direct support

GoTo’s President Commissioner, Agus Martowardojo, together with CEO Patrick Walujo and the board of directors, personally delivered support to the family of the late Affan Kurniawan, including financial assistance, an education scholarship, and a job opportunity for his brother. This gesture reflects GoTo’s commitment to stand with the family during this difficult time, while offering prayers for strength and peace.

Concrete Support

  1. Grab provided emergency financial aid, full healthcare coverage for two years, and business capital linked to the GrabKios program, complemented with mentorship so the victim’s family could regain independence. This initiative was positioned not as a “reactive CSR,” but as part of Grab’s long-term commitment to partner welfare.

  2. Grab also launched GERCEP (Grab Rapid Response), an emergency channel designed to ensure that urgent reports from driver-partners that can be handled more quickly and systematically. For Grab, partners are not just colleagues, but family—who care for each other, support each other, and make sure no one walks alone.

Gojek’s Mourning Gesture

Gojek’s tribute quickly went viral, drawing 2.7M views and 130K likes. Their decision to turn the app design black in solidarity after the tragic death of driver-partner Affan Kurniawan during the national protests resonated deeply with the public. Beyond the app, Gojek also changed its social media profile pictures to solid black as a sign of mourning, while on Instagram, the company added a black ribbon to its logo, extending the visual tribute across platforms

 Gojek was grieving alongside its driver-partner community, not just issuing a formal statement.

  • Visual solidarity: Changing the app icon signalling empathy and respect in a subtle, but promote high visibility.

  • Emotional resonance: Users opening the app were met instantly with a symbol of collective loss and reflection.

  • Brand empathy in action: It amplified how a digital-only gesture, when thoughtful and timely, can convey genuine care.

Key Takeaways from Gojek & Grab’s Crisis Response

  • Visual Empathy

    Both brands prioritized empathy, solidifying their connection with people by incorporating black visuals, mourning ribbons, and app design changes to express grief in a way that resonated instantly with the public.

  • Leadership Visibility

    Executives didn’t just release statements; they showed up. The physical presence of CEOs and top leaders reinforced sincerity and built stronger emotional trust with stakeholders.

  • Immediate Action

    Grab and Gojek backed their words with action: financial aid, healthcare guarantees, and business support programs. Clear communication of these efforts demonstrated a commitment beyond mere PR gestures.

  • Cross-Industry Unity

    For a rare moment, rivals stood on the same side. Visible unity, such as Gojek adopting solidarity ribbons alongside Grab’s mourning efforts, signaled that humanity takes precedence over competition.

  • Narrative Consistency

    The message “we stand with our partners” was delivered across every touchpoint, from apps and social media to community engagement, creating a cohesive and credible brand story.

What’s Next for Your Brand?

If Gojek & Grab can turn a crisis into a moment of loyalty, your brand can also build stronger and more relevant communication strategies. If you’re wondering whether your business needs deeper market research to guide the next move, check what Monica & Co. can help.

At the end of the day, trust isn’t built in boardrooms

Those who lead with empathy don’t just survive a crisis; they come out stronger, with loyalty that money can’t buy

In times of crisis, logos and taglines fade into the background. What truly remains is how a brand shows up for its people. Grab and Gojek proved that empathy, speed, and human touch are not “extras” in PR; they are the real strategy.

That’s it for this week.

Stay safe and fight for stronger growth ahead!💛

Monica & Co Business Advisory Team

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