Read time: 3 min​
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Welllll 2026 sure didn't waste any time in bringing on more chaos and devastation.
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I dunno about you but I've been bouncing between feeling survivor's guilt, gratitude for safety, helplessness, shedding tears for all those who are impacted, relieved that my parents changed their minds about immigrating to the US under refugee status and instead moved us to Canada (not as refugees), regulating my nervous system so that I don't get stuck in freeze mode, wondering "how the F do I continue doing business things right now?"
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AKA privileged people problems.
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I know I'm not the only one navigating this stuff.
And I don't have a fix for any of it but when it comes to how to handle your marketing right now? I have a perspective that might be helpful for you.
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People generally have VERY strong opinions on whether or not marketing as usual is a no-no when a crisis strikes.
But IMO, it depends.
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It's expected that all companies pause their usual marketing messages and publicly announce their stance (at the very least) on the latest humanitarian crisis.
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Here’s where I stand on this:
Large corporations should absolutely do that (AND take meaningful action).
Personal brands / solopreneurs / small businesses? They’re often held to the same standard when it comes to pausing their usual marketing messages and using their platforms to speak out.
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But I don’t think we realize that:
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1. If the person’s identity is visibly marginalized, speaking out can pose a significant personal and financial risk depending on the topic and their opinion.
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2. A week of no marketing might result in a big hit financially for a corporation, but chances are, they’ll be quite alright.
Whereas, for a small businesses, if a crisis happens in the middle of a time-bound promotion, pausing could significantly impact their finances and it could be hard to recover from, cashflow wise (*ask me how I know). Then they start struggling and are less and less able to support the communities in need in any capacity.
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3. Business owners who do their own marketing are faced with managing their mental health around the matter as well as making sure they’re keeping the lights on for their small team and their family as well as doing their part to help in some way.
Although that problem is obviously a privilege to have relative to those directly impacted by the crisis, it can be a lot for one person. Large corporations have leadership teams that can share the burden.
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4. When a small business owner speaks out and gets it wrong—which happens to the best of us—they're often criticized on a personal level. When Target gets it wrong? People get mad at “Target”.
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Large corporations have a lot more resources and a built-in shield of sorts. So if you ask me, expectations to pause their usual marketing and say/do something is a hell yes.
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But when it comes to the solos and small business owners, I’m all for extending grace if they're marketing as usual even though there's a crisis going on. And I don't assume that it means they don't care or aren't doing what they can outside of their marketing platforms.
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Curious to hear where you stand on this.
Feel free to hit 'reply' and share your thoughts or chime into the public discussion here.
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With care,
Natalia
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P.S. If you're wondering where I stand---> Fuck ICE. If you're wondering what I'm doing about it, I sent an email to my country's Minister of Immigration, Refugees, and Citizenship calling on Canada to end the Safe Third Country Agreement because refugees who are turned away at the Canadian border are often then in the hands of ICE. If you have ideas on other ways Canadians can help, I'd love to hear them.
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