The world seems to be a scary place for so many these days.

A relentless pandemic, climate news that leaves us as individuals with little effective action to take, a ‘great resignation’ that really says more about low wages and lack of dignity for the service sector, and finally, the struggles of healthcare workers, teachers, and families with small kids trying to work, teach and not go crazy, brings the challenges to the forefront.

First came the global pandemic, then lockdown, then vaccines, a slow reopening, Delta, more reopenings, and the idea of living forever with COVID-19. It’s been quite the last couple of years.

But in the midst of all of the shifting sands below our feet, an amazing thing started to take hold - a re-evaluation of what matters to all of us, in our work, our lives, with our families and how we spend our time. Some call this ‘The Great Resignation’, while others say that the record 4 million Americans that left their jobs have had more to do with a radical realignment of our values that is fueling us to take stock - real stock - of the work we do, how we do it, from where, and with whom.

Here’s what that means practically, for brands we work with.

At TRU2U, we ask:

What’s the truest thing about about your work you do, the service you deliver?

Then, we dig a little deeper:

Many years ago, in a student-led sustainable apparel project with an Arts and Design school, TRU2U was born. It was a simple idea - that any company that was manufacturing stuff, should be transparent, or TRU, about materials, working conditions, and every aspect of a supply chain, from making to selling.

To the students, it seemed simple. If we make the most basic of things – underwear, for example, we will brand it TRU2U and be transparent to both sides of the story – the back story of the maker as well as the product attributes from the seller. Both sides, the students argued, would make you feel good about wearing it.

Remember Agencies of Record?

The idea of one agency handling a company’s needs for packaging, strategy, events, and ads - basically meant that you outsourced all your creative needs to an ad agency - the heart and soul of your brand - leaving your own team to simply pick up the phone for whatever they needed. Agencies funded their expensive teams and overhead (never mind the drinks and lunches) this way - just watch Mad Men for a reminder.

As marketers, we don’t typically measure compassion, generosity or love, rather we stick to user acquisition, impressions, earned and owned, or engagement percentages.

But aren’t we aiming for our audiences (the people we want to serve) to listen to us, to try our products or services, and to give us their attention?

Remember how important it felt, how you couldn’t wait, and then told everyone you knew and asked if they did the same?

It felt like the only thing that mattered, right? And actually, it was.

Now the real work doesn’t just begin, rather it continues….

Imagine a day without your glasses. No glasses for reading, driving, TV, seeing your computer or, for people like me, making it out of bed without walking into a wall.

That’s right, no glasses. 

People often compliment the fact that I do #socialimpact work. They post, 'good for you', or 'thanks for taking that on', as if I am thanklessly taking on some chore while the rest of the world goes about business as usual. 

The thing is, it’s incredibly satisfying, the only thing I have ever done, or could imagine doing.

In Yvon Chouinard's  recent interview about Patagonia's efforts toward impact, The 80+ year old Founder asks a great question:

Last fall, my newly graduated daughter moved to NYC to pursue a career in acting and singing. Like many young people following this dream, they pile on jobs to support themselves like layers of long underwear and sensible sweaters from a Minnesota winter (where she was moving from).

In no time, she cobbled together catering gigs, nannying jobs and a part-time position at Soul Cycle where she commiserated with fellow actors, singers and dancers, working for minimum wage and riding for free after their shift, while serving the elite clientele of a NYC Soul Cycle studio.  

As soon as we read it, we start second-guessing who is saying what, to whom and why. Feelings of uncertainty and cynicism start to arise. And these days, when the societal climate is tense and uncertain, truth and its opposite, weigh us down.

It doesn’t’ have to be this way. In fact, I am here to suggest a truth-induced silver lining.

As CSR professionals, it's good practice to seriously challenge a corp/non-profit partnership that is trendy, only consumer-focused or without long term, measurable impact. 

 One could call the All-Birds/Audubon partnership one of those. That is, until David Yarnold, CEO of Audubon, turns it into a new no apologies partnership precedent. 

 Yes, it’s true that those of us in the business of corporate social responsibility and Purpose could use a little of her magical art of tidying when it comes to saying good-bye to the ‘make a difference’ programs, initiatives, galas or philanthropic events that are neither effective for delivering long term, measurable and systemic change, nor do they spark much joy.

Last week, Gillette’s marketing team put out an ad aimed at raising the bar for men and encouraging them to be, ‘your best selves.’ All of a sudden social media was buzzing with frenzied consumers speaking out against the company, while others praised the brand for taking a stand.

You would have thought that the razor giant was asking hipsters to ditch their beards and start shaving again for all the hysteria that the ad attracted.

I’m speechless over lipstick.

 Actually, it’s the act of encouraging women to buy $65 lipstick as a way to express their support of fighting gender discrimination in the name of Justice Ginsburg and her accomplishments. Thank you, Hollywood.

Someone asked me what TRU meant the other day, and I described what sounded like an Avengers sequel, when we deploy into an organization in order to restore good from a brand’s unintended evil consequences.

It started simply enough. I started with defining our process of social brand innovation.

A few years ago I had both the privilege and the honor of meeting His Holiness the Dalai Lama. In fact, I was able to do this more than once while working with an organization he co-founded aimed at researching the science behind kindness and compassion.