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Caregiving is often viewed as a personal duty separate from our professional lives, instead of another layer of that life, one that can strengthen and improve how we live. Caregiving has strengthened my skills rather than detracted from my role in the C-suite, providing a masterclass in how to lead. Caregiving is core to my success on my corporate leadership path. It doesnt exist on the sidelines of my career but has played a significant role in my growth. In every aspect of my life, from being global inclusion officer at Ogilvy and cofounder of several ventures, to motherhood, marriage, and even hosting my podcast, I lead in spaces that demand empathy and strategy. The lessons learned from sleepless nights, navigating healthcare decisions, and balancing emotional labor alongside executive duties have been instrumental in shaping the way I lead. Its taught me resilience in times of uncertainty, adaptability in rapidly changing environments, and a deepened sense of empathy that transcends into the workplace. Ill never forget the day we discovered my daughter had a severe allergy. Shed accidentally eaten something at school, and we had to drop everything and rush to the ER. In the middle of a packed workday, I notified my team, shifted priorities, and once she was safe at home, I used the evening to catch up. That moment reinforced that caregiving teaches daily resilience, focus under pressure, and the ability to lead with heart. In a world where corporate cultures increasingly demand human-centered leadership, caregiving is not a detour from executive growth but a path that fortifies it. 4 tangible ways caregiving strengthens leadership: Resilience becomes your foundation: At its core, caregiving is a daily exercise in resilience. It is about showing up even when exhaustion looms, problem solving under pressure, and finding patience in moments of chaos. These very qualities mirror the demands of leadership. When leading global initiatives, the resilience Ive honed through caregiving becomes my anchor. The silent strength propels me to navigate complexities with grace and confidence. You adapt in real time: Schedules shift. Emergencies happen. Caregiving builds the muscle of agility. That skill becomes invaluable when leading through crises, managing cross-functional teams, or responding to evolving market conditions. When we scaled initiatives into Latin America, the ability to flex, listen, and adjust quickly allowed us to lead with both strategy and cultural awareness. Empathy becomes a leadership superpower. Caregiving in tandem operates similarly to vulnerability. This proximity to real-life challenges fuels empathy, a quality often discussed but rarely practiced in corporate corridors. You learn how to read between the lines, anticipate needs, and lead with patience. These qualities build trust in teams and drive inclusion that is not performative but lived. During intergenerational conversations in Asia-Pacific countries, deep listening shaped how we created space for everyones voice to matter. You prioritize people, not just productivity: Imagine if corporate cultures embraced the principles learned through caregiving: resilience, adaptability, empathy. What would change? In my work with The Brotherhood Program and the 30for30 initiative, Ive witnessed firsthand how integrating these values reshapes team dynamics, strengthens organizational trust, and drives sustainable impact. Caregiving doesnt just inspire leaders to be better, but it compels us to build better environments for those we lead. How leaders can practice care inside their companies According to a 2025 KPMG survey, 76% of working parents believe that becoming a parent has increased their motivation at work. Furthermore, 83% of C-suite executives who are working parents report that their companies encourage open discussions about the challenges of managing work and parenting. These statistics underscore the deep connection between caregiving and leadership resilience and the importance of organizational cultures that embrace these dual roles. Leaders can develop and practice these principles at work, by following these tips. Check in with genuine curiosity. Replace Do you have bandwidth? with How are you managing today? Lead by example. Show your team that you take mental health and out-of-office time seriously. Give flexibility that matters. Let employees shape the way they work based on real life. Normalize asking for help. Encourage vulnerability by being open about your own needs. Identify caregivers on your team. Offer mentorship and resources that reflect their reality. Caregiving is not a detour from professional growth; it is a crucible for it. The leadership skills honed through caring for others are needed in todays evolving corporate landscape. For those of us balancing both, its a testament to our strength, adaptability, and unyielding commitment to leading with heart and purpose. Authentic leadership, after all, is just another space to extend the resilience, empathy, and adaptability we practice daily. Tope Ajala, global inclusion and impact officer at Ogilvy, and host of podcast Life to a Teee.
Category:
E-Commerce
It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair. Those words written by Charles Dickens are surprisingly on point, despite the author being dead for well over a century. We continue to live in febrile and perplexing times with many of us expecting to see all four horses of the apocalypse over the horizon at any time. Confidence, so central to peoples willingness to spend, is at best fragile. Our two biggest global economiesthe United States and Chinaare on the back foot and were all feeling the impact. As consumers, were increasingly resentful, angry, and ready to withhold our hard-earned cash. Not only has peoples trust in many institutions diminished in recent years, according to a recent study conducted in 28 countries, a staggering 61% of those surveyed hold grievances against government, business, and the wealthy due to perceived inequalities and unfairness. The list of causes for peoples concerns is growing fastfrom geopolitics to the cost-of-living crisis, misinformation and disinformation, bad actors, and the dizzying speed of technological change, including the rapid rise of AI, to name just a few. Also growing is the need for a marketplace response, specifically from the brands and organizations that are the primary drivers of action, and in which consumers still invest a degree of trust. What brands need to do Brands should listen, empathize, and demonstrate, not just with words, but with tangible actions that they understand their customers and can support them in achieving what they want. However, in todays challenging climate this might not be enough. When consumers are feeling so aggrieved, I see three actions that can help brands move consumer sentiment in a more positive direction. Make the first move, however small In challenging times, an entrenched position can seem appealing. Yet an Im right, youre wrong, you dont understand defensive mindset often brings inertia. When the company makes the first move and bends a little, it can be easier to move things forward. For example, in 2018, KFCs UK operation almost collapsed when it ran out of chicken. The companys FCK campaign made international news; to make amends, KFC ran an apology ad rearranging the letters of its name to spell out FCK on a chicken bucket. This response, which harnessed humility, humor, and honesty, was well-received and showed how timely communication and gestures can make all the difference. Contextual adaptability is more valuable than ever, especially as younger audiences gravitate toward brands rooted in community and co-creation. Transparency matters, but what truly sets brands apart today is how they respond and adapt once the reactions start kicking in. That is where real connection and loyalty are built. Duolingo recently faced backlash over its new AI-first policy, which clashed with the human touch users expect from the category, and especially from such a personality-driven brand. While transparency was a good start, their responsedeleting posts and posting a tone-deaf attempt at humorcame off as insincere and dismissive. What was missing was genuine openness and willingness to adapt. By listening to feedback and engaging with users concerns, Duolingo could have turned criticism into a chance to build trust and further strengthen their cult-like following. Demonstrate you understand what matters A key pillar of conflict resolution is demonstrating that you understand what matters. Its also a central component of brand buildingand one thats even more important at a time when customers are rife with anger and resentment. Showing empathy in difficult times does more than offer immediate reassurance, it creates a powerful ripple effect. Seen optimistically, it is a rare opportunity for brands to earn lasting customer loyalty and brand resonance. Today, technology enables an unprecedented array of ways to leverage greater customer personalization to demonstrate a brands appetite to serve and move things forward in audience-relevant ways. IKEA, for example, leverages data and consumer research to support their customers through the cost-of-living crisis. They actively work to make products more affordable to match local and individual tastes. They also track visits and clicks on their online store to ensure they manage the price reductions while keeping an eye on their own long-term financial sustainability. In addition, their knack for quickly bringing trends like dopamine décor, kidulting, and bed-rotting to life in their stores helps them connect with their audiences, providing them with some much-needed joy and comfort, while times feel bleak. Create a sense of togetherness It takes time to ease frayed nerves, misconceptions, and mistrust. Great storytelling and tone are tangible markers of a companys commitment to its customers. Volvos recent EX90 For Life ad, which imagines how an unborn childs future could be erased without the brands groundbreaking safety technology, is a human story universally relatable, yet directly brand-relevant. It powerfully demonstrates how finding and cultivating points of connection with your customer are the secret to building, maintaining, and energizing any productive relationship with consumers. Engaging, uniting, and connecting is central to us as humans and necessary to build and re-build trust. The same applies to brands and the businesses behind them. Geopolitics and economic volatility are beyond any single businesss control. Yet, in the current climate, brands that bear down on each interaction and experience at every touchpoint will move consumer sentiment onto more positive ground. Sairah Ashman is global CEO of Wolff Olins.
Category:
E-Commerce
It turns out eliminating the paper or plastic question through plastic bag regulation is effectively reducing the number of bags found in shoreline litter across the United States. A new analysis of shoreline cleanup data finds that areas with plastic bag bans or consumer fees have fewer bags turning up in their litter. The research offers some of the strongest evidence yet that regulating plastic bag use makes a difference in reducing the amount of plastic waste in marine ecosystems. A heightened threat to marine wildlife We find, largely, that all the regulations do show a decrease in plastic bag litter as a share of total litter on these shores, says Kimberly Oremus, co-author of the research paper and an assistant professor of marine science and policy at the University of Delaware. The total reduction ranged between 25% and 47%, the study found. About 20 metric tons of plastic end up in the environment each year, estimates the International Union for Conservation of Naturethat amounts to over 2.4 kilograms of plastic for each person on Earth. Plastic bags are particularly prevalent in marine ecosystems. They are very difficult to recycle and, because they are lightweight and have a large surface area for wind to catch, they blow out of the trash and into the environment at higher rates than other plastic items, says Erin Murphy, the ocean plastics science and research manager at the environmental advocacy nonprofit Ocean Conservancy, who was not involved in the research. She added that in 2024 alone, the conservancys International Coastal Cleanup volunteers gathered up more than a million plastic bags. In addition to getting into the environment at high rates, plastic bags also pose a heightened threat to marine wildlife. Wildlife can become entangled in or smothered by these bags or can mistake them for food, like jellyfish, a favorite among many species. These interactions with plastic can lead to the deaths of endangered and common animals alike and can even contribute to broader population declines. Counting the plastic bags One big challenge in studying the effects and regulations of plastics is actually measuring this pollutant in the environment, says Anna Papp, co-author of the research paper. To overcome this challenge, the study used crowd-funded data from beach cleanups. The data was collected by the Ocean Conservancy as part of their Trash Information and Data for Education and Solutions (TIDES) project. Nearly 19 million people have participated in the data collection worldwide. The study also examined plastic bag policies at various geographical scales between 2017 and 2023. The earliest plastic bag policies in the U.S. were implemented around 2007, researchers say, but an uptick in the mid-2010s more directly led to the policies analyzed in the study. While the data provides insight into how the share of plastic bags found among shoreline litter has changed due to policy measures, an important caveat remains: Plastic litter has been increasing overall. Plastic production doubled from 234 million to 460 million tons between 2000 and 2019and without mitigation, it is only expected to rise, according to a recent report from the French-based Organisation for Economic Co-operation and Development (OECD). Some regulations are better than others Still, the researchers noted that not all regulations worked equally well. Total bans and consumer fees resulted in greater decreases than partial bans, which still allow businesses to use thicker, potentially reusable plastic bags. The researchers also found that regulation was most effective in places that had a high baseline of plastic bag litter before the bans or fees went into place. The study data seems to indicate that consumer fees were the most effective option for mitigating plastic bag litter, though the paper’s authors say more research is needed to confirm this finding. These policies are effective, but theyre not a panacea for all plastic litter, Oremus said. Anyone whos looking at regulations for plastic broadly needs to think beyond just the consumption side of plastic.
Category:
E-Commerce
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