The Scoop: Snap co-founder sends ‘love letter’ of support to wildfire victims

Snapchat co-founder Evan Spiegel penned a “love letter” to his hometown of Los Angeles amid devastating wildfires that have destroyed thousands of structures and affected millions of Angelenos, including more than 150 of his employees and members of his own family.

The piece posted on the Snap website notes the company has offered $5 million and other assistance while sharing Spiegel’s deep personal connection to the area. The letter opens with recounting his childhood in Pacific Palisades and covering “street after street on my Razor scooter.”

He then pivots into how quickly things have changed for him and his colleagues at Santa Monica-based Snap.

“Mom’s house is miraculously still there, covered in ash. Dad’s (house) is gone, burned to the ground on live TV. And we were the lucky ones. Everyone is safe,” Spiegel wrote.

As of Wednesday morning, officials have connected at least 25 deaths to the fires. Spiegel also hints at the “cowards” who are looting as others struggle to recover from the devastation.

But Spiegel notes that the soot-covered city is already starting to reemerge. And the Snap team is there to offer its support, too. In the letter he said that he, Snap co-founder Bobby Murphy and the company have already disbursed $5 million in immediate aid and “will do more,” including promises to feed evacuees and first responders and listening to experts on “how we can rise to the challenge.” 

“We want to collaborate and build together with you,” Spiegel said.

Why it matters: Numerous brands and organizations have stepped up to offer their support in the days since the start of the wildfires in Los Angeles County. 

Spiegel’s letter stands out because it focuses on the importance of showing up — not just financially but emotionally and physically. His personal connection to the tragedy, sharing how his own family and colleagues were affected, helps to humanize the corporate response.

This message is crucial because it reminds us that companies are made up of more than just  stock quotes, but people who are also affected by disasters. Spiegel’s letter is not just about offering aid. It’s about being present, standing alongside those in need and showing genuine solidarity. 

By detailing the active steps Snap is taking to support the recovery, like disbursing $5 million in immediate aid and collaborating with experts on recovery efforts, he demonstrates that the company has committed to actively engage in rebuilding.

Spiegel’s response illustrates that showing up with resources and with heart is what truly matters. 

“Los Angeles, you have my heart, and you will have our time, our resources, and our help as we move forward.”

Well said, Evan.

Editor’s Top Reads

• As the U.S. TikTok ban draws near, American creators are turning to Xiaohongshu, a popular Chinese social media app, as a substitute. Known as RedNote outside China, the app has rapidly gained popularity, becoming the most downloaded free app in the U.S. Americans on the app have united under the hashtag “TikTokrefugee,” which had garnered 100 million views and sparked around 2.5 million discussion threads by Tuesday, according to the New York Times. The swift rise of apps like RedNote and Lemon8 indicates that TikTok users won’t just jump over to Instagram or YouTube to fill their need for viral video content. However, Lemon8 has indirect ties to ByteDance while RedNote is a Chinese app – meaning they both could carry the same security risks and potential sanctions as TikTok. It’s too early to see how the TikTokpocalypse could unfold, but stay flexible. 
• Costco’s strong customer base may be a major reason it was able to withstand conservative pressure to end its DEI policies. At its recent annual meeting, the company’s board defended its diversity policies as contributing to its success, according to the Wall Street Journal. Costco’s loyal customer base and strong brand reputation, including 92% annual membership renewals, likely helped it withstand the conservative pressure that has led other companies, like McDonald’s, to scale back their DEI commitments. “You better have your ducks in a row before you go after a beloved company,” wrote conservative activist Robby Starbuck, who’s been a vocal leader of the anti-DEI efforts. Some of his followers on X seemed to confirm as much. “This is SUCH a hard one for me!” one person commented. “Costco is a place we spend a CHUNK of $$.” When facing opposition, it’s important to look to your customer base. Their opinions – and their dollars – are ultimately what matter.   If these attacks aren’t affecting your bottom line or company values, there’s no reason to change course on company values. In fact, doing so may prove to be worse for the brand.
• Starbucks is reversing its longstanding open-door policy, now requiring a purchase to access its stores. Effective Jan. 27, the new code of conduct restricts cafes, patios and restrooms to paying customers, their guests and employees. The rules also prohibit harassment, smoking, alcohol, drug use and panhandling, with violators asked to leave and law enforcement potentially involved. “We know from customers that access to comfortable seating and a clean, safe environment is critical to the Starbucks experience they love,” Sara Trilling, the president of Starbucks North America wrote in a letter to store managers. “We’ve also heard from you, our partners, that there is a need to reset expectations for how our spaces should be used, and who uses them.” The statement and the changes themselves underscore the “Back to Starbucks” mantra that Brian Niccol has emphasized since taking over as the company’s CEO last September. Facing declining sales, Niccol and Starbucks promised to get the company back to being “America’s coffeehouse.” A big part of that is sending a public message that the company is going to create an environment where people want to come and hangout… as long as they’re willing to pay for a coffee.

Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.