One of the things that we can manage and assimilate the worst as human beings is chaos. Curiously, when writing this sentence, I cannot get away from reality and mention that chaos is also very intrinsically associated with most animal behavior. State from which we cannot escape no matter how “civilized we are”. This characteristic is replicated in hundreds of areas of our existence, be it political, social, religious, etc. However, pessimism may be a factor that comes to the fore as soon as these assessments are brought to light. But not everything is gray when it comes to us as human beings. The magnitude of the chaos is, in many instances, the exact correlative of our empathy, of our extended kindness in a moment of iron pain. I don't want to get too dense with this topic but I found it an interesting parallel when we look at a more commercial aspect. Many great thinkers and entrepreneurs will shout in unison that business is a bloody battlefield and I'm afraid I can't refute that.

When it comes to chaos, Brands play a very important role, not only channeling the feelings and thoughts of an entire demographic group but also can redirect emotions and transforming them into effective actions, capable of breaking with dogmas. pre-established to take risks that can be adopted by many. I'll try to steer clear of the more common examples that often fall into non-profit organizations, or brands with an obvious interest in social change, like Patagonia or Greenpeace, or long-standing organizations that had a strong philanthropic start like Kellogs. . Entrepreneurships of this type and with this core, are very well documented. Here are some pretty interesting references.

Fortunately, there is a new breed of entrepreneurs who are working hard to create a perfect balance between trade and social responsibility, many of these nurtured by an environment that with greater emphasis is contemplating the changes in the world with more interest and, of course, with more concern.

Of course, the environment is not the only factor to influence the purpose of any brand. Sometimes the reminder that our society as such is changing can be analyzed from our internal experience in the spaces we inhabit.

IKEA's annual Life At Home Report, for example, presented a series of interesting results that can very well illustrate these changes in everyone's daily life. It indicates a persistent fall in comfort, trust, and meaning in the concept of home. People wished for more privacy in their own homes in 2016. In 2018, one-third of people stated they felt more at home in places other than their own house. Only 48% of people in 2019 felt a sense of belonging in their own homes. In 2020, 42% of people felt uncomfortable negotiating space for themselves in the home (which is perhaps why 38% of people regarded the bathroom to be the ideal place for a quiet moment of contemplation that year).

Oh even how we're being taught, “Gentle Parenting” is defined as parenting without shame, blame, or punishment, widely disseminated in Montessori system schools, where children are encouraged to explore their surroundings, develop independence and creativity, and pursue their interests through hands-on activities and self-directed learning. This is a sort of schooling that is fast spreading throughout different countries, and of course, corporations and brands work together to provide all of the required support for this type of system, like providing materials and resources that support the educational approach and help students engage in hands-on learning. Brands can also support teacher training programs and professional development initiatives to help ensure that Montessori teachers have the skills and resources they need to provide the best education possible. And yes, examples like these are not few:

• Whole Foods Market: Through its Whole Kids Foundation, which distributes funds to schools and initiatives that promote healthy eating and wellness, the grocery store business has sponsored Montessori education.

• Apple Inc.: The technology corporation has provided iPads and other technology tools to Montessori schools, as well as sponsoring professional development opportunities for teachers.

• Microsoft: Through the Microsoft Philanthropies program, which provides funds, technology, and support to schools and groups seeking to enhance education, the technology corporation has sponsored Montessori education.

When a brand builds tension, the user is compelled to take action. They must either follow or abandon that brand, but the one thing they cannot be in the face of a tense brand is apathetic. Nowadays, it is more important than ever for businesses to increase their focus on social responsibility. In simple terms, "social responsibility" refers to a company's commitment to pursue attainable and beneficial long-term goals for its employees and society at large.

This type of interest is currently condensed into the following acronyms: CSR or Corporate Social Responsibility that goes a long way to activate crucial aspects of a brand's identity. Examples of successful companies that use social responsibility as a way to give back to society include Abercrombie & Fitch, which has shifted from exclusivity to inclusivity, diversity, and sustainability, as well as Tomo360 which focuses on giving back to their community by appreciating not only their customers but also their employees. 

Now, not everything lies in a philanthropic fantasy, CSR can genuinely be a tool for internal prosperity for your company, from a financial point of view. You may not expect a CSR plan to help your bottom line because it often necessitates project investment. However, many customers are ready to pay more for products from a socially responsible brand, and this kind of business mindset can help attract and keep personnel. Given that turnover can cost businesses thousands of dollars, this is worth highlighting.

The world presents us with challenges every day and as humans, it is up to us to train our adaptability without losing ourselves in the process. Being said that, Brands can address global challenges by looking within themselves to find their purpose and embracing self-disruption to drive revenue growth. 

Examples of brands addressing global challenges include Johnson & Johnson's renewable innovation initiatives, Google's focus on social issues, Nike's support of Colin Kaepernick, Adidas' positive social impact initiatives, and A-LIGN's commitment to sustainability since 2013. 

As you can see, dealing with global chaos in many different fields can be challenging for brands. However, there are several strategies (some of them more effective than others, always taking into account your very own context) that brands can use to manage these challenges and maintain their purpose over the table:

1. Risk Management: Brands can identify the threats posed by global instability and devise contingency measures to mitigate their impact. This could involve building alternate supply networks, broadening their product offerings, or adopting more flexible business models.

2. Communication: During a crisis, brands must communicate effectively with their consumers, staff, and other stakeholders. This may entail using social media, email, or other means to provide updates, reassurance, and to address any concerns.

3. Adaptation: Brands may need to modify their products, services, and business structures in reaction to market shifts triggered by global instability. This could include designing new products to fulfill changing customer wants or releasing new services that are more in line with the current environment.

4. Community building: Brands can also strengthen their relationships with their customers and other stakeholders by engaging with them and helping their communities. This can help to promote brand loyalty and resilience while also providing useful insights into customer concerns.

Overall, brands need to be proactive and flexible in their approach to managing global chaos. By taking a strategic and adaptive approach, brands can minimize the impact of these challenges and emerge stronger in the long run, always and I repeat this for the umpteenth time, always prioritizing the brand values ​​in addition to strengthening the initial purpose as a guide for all the consequent actions to be carried out.