Tide Evolves Loads of Hope Program to Meet New Societal Challenge

Even before the COVID-19 pandemic caused massive disruptions to commerce, jobs and housing, homelessness was already on the rise in the United States. In fact, the early 2020 U.S. Department of Housing and Urban Development’s (HUD) Annual Homeless Assessment Report (AHAR) found a 2.2 percent rise in homelessness in the United States – marking the fourth year consecutive of increases. Many experts fear the pandemic will only exacerbate homeless rates across the nation. In an effort to raise awareness for the issue, one brand is innovating a heritage social impact program to meet new needs.

This August, Tide Loads of Hope is transforming its hallmark social impact program to meet the needs of a new group as part of “The Tent Mender” campaign. The 16-year-old program, which has primarily focused on providing roving laundry units during times of disaster, will now have its first permanent Tide Loads of Hope laundry room inside Midnight Mission – a comprehensive homeless shelter and homeless services provider serving the Los Angeles homeless community. 

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