In the latest example of the business world taking action on social and geopolitical issues, corporations are supporting refugees, servicemembers and veterans as the crisis in Afghanistan captures headlines around the world.

Offering meaningful assistance to refugees and others impacted can be a powerful statement of a brand’s values. But companies should avoid moves that could look transactional or even exploitative for the purposes of building their own reputations.

Several companies are already attracting significant media attention for their announcements around Afghanistan:  

• Airbnb CEO Brian Chesky announced the company will provide free temporary housing globally for 20,000 refugees fleeing the Taliban’s takeover of Afghanistan. 
• Walmart plans to donate $1 million to three nonprofits supporting Afghan refugees entering the United States, as well as to veterans and their families. 
• Verizon will waive charges for calls from its consumer and business customers to Afghanistan from Aug. 24 through Sept. 6.
• Health care company Hims & Hers will provide relocated Afghan refugees 10,000 primary care and mental health visits for free. 

The U.S. government also enlisted six commercial airlines to help transport refugees, with both American Airlines and United Airlines stating they were proud to be of service.