There have been 3 moments in recent history that have changed the way we view the world: September 11th, the financial crisis of 2007-2009, and now. Between the COVID-19 pandemic and the events leading up to and following the murder of George Floyd, all of us have experienced foundational shifts in how we work, live, and interact. In times of extreme change, how we hear and interpret messages shifts.

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In the heat of a crisis, the knee-jerk responses from companies to defend themselves usually backfire. A better approach is to learn from past mistakes to respond the right way today.

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While Uber’s apology to the city of London was a step in the right direction, there’s always room for improvement, and key ways they could make their response even better.

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Facts are important, but to win consumers over, you must appeal to their emotions. That means meeting them where they are and opening the door for more authentic conversations.

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Despite living in time of constant politicization, there are still ways companies can authentically advocate for an issue they care about – without alienating their customers.

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After talking with New Yorkers to find out what kind of language they want to see in a potential match’s online profile, we share four simple language tips to create your best dating profile.

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