2025: The Year of Chaotic Change (and Improvising)

I had a completely different newsletter planned for today—something lighter, about how brands are finally creating merch people actually want to own (think: less corporate swag, more “where’d you get that?” pieces). That will still make its way to your inbox soon, but today? Today calls for something else.

Because, friends, it’s already clear: 2025 is the year of change. Big, fast, often unwelcome change. And it’s moving at a pace that would make even a caffeine-fueled toddler say, “Whoa, slow down.” The kind of change that requires all of us to think on our feet, adapt, and yes, improvise. It’s easy to feel like you’re too small to keep up or make a difference—like your contributions don’t matter in a world run by tech overlords and corporate empires.

But that couldn’t be further from the truth. In fact, while the big players are busy throwing money at vanity projects, it’s small business owners who are stepping up in their communities and driving real impact.

I’ve been lucky to work with some incredible brands this month that are proving that big things happen when you start small. Here’s just a peak at some of them:

• An app that turns life’s big challenges into digestible stories for kids and tools for parents. (including “How to talk about wildfires without inducing panic.”)
• A skincare brand challenging Big Beauty’s ‘potions and lotions’ with shelf-stable, natural powder products that heal skin irritations and rethink industry norms.
• A retro rag doll brand teaching kids values like courage and compassion instead of glorifying wealth and fame.
• A SaaS platform creating trust and safety infrastructure to make dating safer, reduce identity fraud, and help people make healthier choices.
• An indie space hosting unique, one-of-a-kind events where locals can meet, share ideas, and feed their creative curiosities—all in a place that’s refreshingly not a bar.

These brands—and countless others—are proof that change starts on the ground, with the people who are willing to roll up their sleeves and do the work.

If you’re feeling overwhelmed by the world’s plot twists, take a moment to feel it. Scream into a pillow, ugly cry, watch a comfort show—we’ve all been there. But then, let that frustration fuel something bigger: your creativity, your resolve, your vision.

This is your time to reimagine. To throw out what’s not working. To build something meaningful for your customers, your business, your community, and yourself. Brick by brick.

And when it feels like too much? Remember: you’re not alone. Whether it’s rethinking your brand’s strategy, shaking up what’s not working, or finding a clearer roadmap forward and sticking with it, we’re here to help.

Feeling the itch to create something meaningful in 2025 but unsure where to start? Let’s connect.

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