Name: Beyond Margin: How Instacart Drives Impact with Community Relief Efforts
Uploaded: 2025-11-19T16:56:00Z
Duration: 2 min 48 s
Description: Instacart Chief Marketing Officer Laura Jones talks about the company's rapid response to support communities during times of crisis such as the Los Angeles wildfires and supporting SNAP benefits recipients during the government shutdown.

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Instacart Chief Marketing Officer Laura Jones talks about the company's rapid response to support communities during times of crisis such as the Los Angeles wildfires and supporting SNAP benefits recipients during the government shutdown. Photo: Sean Smith for the WSJ Leadership Institute

https://m.wsj.net/video/20251119/efc23bff-12e3-4f8d-820a-0f64625104c1/1/hls/manifest-hd-wifi.m3u8

Instacart Chief Marketing Officer Laura Jones talks about the company's rapid response to support communities during times of crisis such as the Los Angeles wildfires and supporting SNAP benefits recipients during the government shutdown.

Beyond Margin: How Instacart Drives Impact with Community Relief Efforts

You guys have also done some interesting, more kind of relief-focused efforts in the last couple years. Most recently you guys did it 50% off grocery for SNAP customers, and an online donation drive. So for something like that, obviously, you're helping people, great buzz, like great earned media. But what about the business results for something like that? What are you looking at when you do an effort like that?

Yeah, so we have done two big pushes this year. The first was around the LA fires, and then we launched a product, or I'd say scaled a product that we had had as kind of a smaller product before called Community Carts. And basically what this is, is, almost like a registry for food banks to express what they need, right? Because for food banks, there's very specific items that their community needs that they're prepared to warehouse. And so they really need to have a way to specify that, so they're not just getting kind of random inbound. So we partnered with food banks across LA in the wake of the LA fires to stand up this opportunity for customers to give directly. So you could go on and place an Instacart order, just as you would shop for your own family, to shop, and actually have it delivered to that food bank. And then I actually did that with my kids, which was so impactful to just have them see like, "Oh, what would I want if I were in this situation? And let me get not just the peanut butter, but also like a sugar cereal, 'cause that would make me happy," you know? And it was really, really cool to see. And then the second one was with the SNAP funding freeze, we not only did the 50% off for SNAP customers, we also used, again, the Community Carts program. And what we saw was $800,000 of customer-funded goods, and 130,000 items. And this was just in a two-week period, that were delivered to food banks supporting the SNAP population. So in something like that, what we're really looking at are those kinds of numbers, of what impact are we able to drive? We're waiving delivery fees and stuff. So those are not about us driving our own margin. That's more about how do we take a moment where we have a critically needed ability to help these populations, and do it in a way that does deliver, for the folks in need. And also, frankly, gives our consumers a way to connect with those populations in a very tangible way, in a way that feels like, yes, this is something I use for my family, but I can also use it for good. And I think there's a huge brand benefit to showing up in that way, and not having all of our product and marketing efforts just be about growing our own business, but really picking an area that is core to what we do, and using that to make a difference.

How Instacart Drives Impact with Community Relief Efforts

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