come together (11.8.24)

If we've learned one thing this week, it's that we, as Americans, are deeply divided on a wide range of topics and beliefs.

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As marketers, we have the opportunity to provide human—and humane—support to consumers through the stories we tell and the ways we show up. That means everything from the design of your packaging, to ensuring your services are accessible to everyone, to the language you use. It also means knowing when not to show up on certain platforms, and when to prioritize people over profit, even when it doesn't directly benefit the bottom line. Not every conversation or touchpoint is a sales opportunity; sometimes, it’s simply a chance to check in and foster a sense of community and connection, especially when people feel isolated or alone—whether physically, mentally, or emotionally.

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While many of us are deep into 2025 planning, focusing on alignment with brand purpose and values, we must take the time to step back and ask ourselves: Are we behaving and designing with those values in mind? And beyond that, are we using those values to succeed in bridging society's divisions, or is our success tied to those fractures?

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This week, I challenge you to reflect: Is your brand—and your strategy—finding ways to bring people together, or is it pushing them apart?

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Regardless of your beliefs, and whether this is a week of celebration or sadness, I'll leave you with what I remind my kids every day: “Be a good human.”