On a change in the air, and doing business better

There’s a change in the air at the moment, so intense it’s palpable. Owed in part to the pandemic, and in part to the to-the-bone weariness of faceless marketing and heartless gimmicks, as brands and as people we are all on a journey to uncover true connection.

No longer will we tolerate being sold at; no longer do we want to feel the push of selling to. We crave a sense of belonging - doing meaningful work which brings something good to the world, for people who really appreciate our skill and passion. We want to do work that feeds, sustains and nurtures, in every sense.

I’m hearing from businesses of all sizes, from big brands to little ones, a visceral need to be seen and heard differently. To tell their stories of craft and care and expertise in a way that feels human and that others are excited by. More than ever, people want to connect with people.

Tell me - does that sound like you? Have you noticed a change in yourself, or in the businesses you encounter?