Reflections from the past weeks …

This week, social media offered a potpourri of insights and feelings. Amid natural disasters and political shifts, it has been a strange, emotion-filled week.

For me, these times spark both "digital anxiety," from the overwhelming influx of information, and eco-anxiety. In moments like these, I ask myself: What real impact am I making, and how can I help?

This isn’t the first time I’ve felt this way. Similar feelings arose during the earthquake in Mexico, COVID, the Gilets Jaunes protests, and the rise of the far right.

Times when I step back, disconnect, and ask myself:

And when I listen to industry leaders through podcasts, articles, or talks, I know I’m not the only one who feels this way.

Is there a need for Brand Action ?

72%* of people believe that brands need to act now for the good of society

It’s a fact: 72%*(1) of people believe that brands need to act now for the good of society and the planet and are tired of brands pretending to help when all they want is to make money.

The past few years have unfolded to the rhythm of environmental, social, and political issues that profoundly impact retail. As this could become the new normal, is it time we start talking about it? What role should brands play in these times?

Unfortunately, I don’t have "ready-to-wear" answers, but here are some reflections and best practices from my perspective.

1- A Three-Step Approach to Brand Communication in Crisis

1️⃣ Protection

Assess Your Team’s Well-being: Take a moment to breathe, gather information, protect yourself, and make sure everyone (including family and loved ones) is safe and ready to work.
Pause automated content: Before posting, review scheduled content to ensure it’s appropriate given the situation. Automated posts can come across as insensitive during times of crisis.
Evaluate the context for your company: Does the event impact brand operations? Can you provide financial resources or take action without putting the brand at financial risk?

2️⃣ Reflection

Your customers: How are my customers feeling about it? What pain or emotions could they be experiencing at this moment?
Your know-how: What are my values, area of expertise, and how can I use them to support this pain ?

3️⃣ Action Plan

Be transparent and clear: Whether you need to halt or continue operations, explain things clearly and keep communication channels open to address any customer questions or concerns.
Show empathy and solidarity: Rather than ignoring the event, acknowledge it respectfully and express your support for those affected. Avoid any messaging that might seem opportunistic.

Maintain a neutral and respectful tone: In sensitive situations, especially around political issues, it’s important to remain impartial to avoid alienating your audience.

2- Reinforce core brand values acting to support the community:

Brands can play an active role by sharing helpful resources, such as information on donations, shelters, or helplines for those in need.

Crises are moments to reflect a brand’s core values.

Your values are not a "marketing tool"; it’s what gets you out of bed each morning, what unites your employees and your community.

If your "why" has a positive impact, you’ll know how to act and where to be to provide the support needed in that moment.

That’s what led:

Guillaume Gibault, founder of "Le Slip Français" (promoting Made in France production), produced masks during COVID.
Nude Project (embracing the "everything is possible" spirit) opened their store to raise funds for housing.
Ankorstore (a French unicorn company supporting independent retail) offered extended payment terms during the Gilets Jaunes movement.
Tinny organized a clothing collection during Storm Dana (non-contractual photo).

They don’t hesitate. They’re aligned to the core, and for me, they’re great examples of what both employees and customers increasingly expect this from businesses.(3)

Avoid crisis marketing: Resist any temptation to capitalize on the situation. Authenticity and responsibility should guide all communications, prioritizing human connection over visibility.

3- Can We go deeper ? Introduction to conversational intelligence

Sometimes, the best response isn’t immediate.

But I believe that from these uncertain times, new ways can emerge to elevate the conversations we have with our customers, connect more humanly, and generate a positive impact by showing greater emotional intelligence.

And It start by wondering what does my customer feel instead of what can I do

Here two companies that trully inspired me ultimately

Two Thirds -eco-anxiety kit.

Pinterest - Digital anxiety library

What if you were at the core of search? What’s your responsibility when you’re consciously aware that terms like “digital anxiety,” “suicide,” and “depression” are increasingly common? How should you address the issue?

So why not see it as a window to show vulnerability and start addressing relevant issues like mental health, identity, financial well-being, and eco-anxiety…

Is this contradictory to a growth strategy?

According to Havas' Meaningful Brands report, 57% of brands perform better by delivering personal benefits and companies like We Dress Fair (a sustainable French platform) drive 40% of their traffic from organic content.

I strongly believe that brands can be a voice for change and create a positive impact through educational content, meaningful messages, and non-commercial actions, but also that this is a way to position oneself, build meaningful trust, and create a ripple effect across the industry.

For many brands, these changes won’t happen overnight, and the first step is likely

to share the challenges of running an independent business facing Asian giants in these times—reminding everyone that support is needed now more than ever.
Start considering a deeper mission and assessing your audience’s level of understanding on the topic to find the right tone for communication.

To take away

1️⃣ Inform ourself:

Following Positive Leaders
Searching Relevant Information and Diversifying Content Sources
Exploring The Real World: exhibitions, films, trade fairs and real conversations with our customers

2️⃣ Trying out new ways of communicating with our customers.

3️⃣ And Stand out through what makes us unique: our values and our mission,