How to Run Your Business When it Feels Like the End of the World
An honest conversation about business ownership during times of political and economic upheaval
Would it be ok if we talk about something a bit more serious today?
What is happening in the United States is heartbreaking and terrifying. Every day, I cycle through countless emotions: fear for my neighbors, disgust at unnecessary deaths and kidnappings, concern for my daughters’ futures, hope for a better, more empathic world, and pride in those standing up for community and democracy.
To those paying even the slightest bit of attention, I imagine we’re all on this seemingly never-ending rollercoaster of anger and tears. Which is why I don’t think it’s hyperbole to say it quite literally feels like the end of the world.
However, when I put my phone down, move my body, get some fresh air, and just breathe… I know the world isn’t ending.
But there is no denying A world is ending.
The Slow Fall of Capitalism and The American Dream
Mixed in with all of those swirling sensations is a lot of uncertainty. Not only for my family and my nation, but for my business.
I’ll admit, it feels selfish to think about my brand when so much pain is being inflicted on the world. But the reality is, we live in a capitalist society that has not only programmed us to put all our focus and care into our careers and finances, but has also locked us into a hyper-individualistic society where making money is the only way we survive. And more and more, even that isn’t enough to survive, let alone thrive.
For generations, we’ve been promised the American dream: study hard, go to college, work hard, and you’ll succeed. ‘Anything is possible if you try.’
Besides that never having been true for marginalized and oppressed communities, that dream relied heavily on the rising tides theory: a rising tide lifts all boats. As soon as trickle down and the pyramid scheme mentality sunk its teeth into our corporate political system, people were forgotten and profit became king.
Now, imagine a world where money doesn’t matter. That isn’t exactly easy, is it? It's been bred into our DNA for hundreds of years. So as consumerism and capitalism begins to fall (it needs to), we’re left to wonder “what comes next?”
You and I both built businesses to support our families and to follow our passions. If that is no longer ‘profitable,’ what does living look like? Housing? Food? How do we ensure our needs are met when the system built-to-fail-us finally fails? And how do I let go of the guilt that comes from the privilege of never having to worry about that, until now?
Nervous System Regulation
First, I want to start with the human side of this equation: the biology and weight of an empathetic heart and a dysregulated nervous system.
Nothing and no one gets taken care of if you fail to take care of yourself. I know it’s cliche, but “you have to put on your own oxygen mask first,” and identify the signs of burn out before they take hold.
And yet, when the economy is failing and people are being more reserved with their spending, businesses lose sales and their owners begin to panic. That panic leads to pushing harder for sales and the harder we push, the more we give from an empty cup, and the more dysregulated we become.
I’d say it’s like the chicken and the egg, but as women and mothers, regulated systems always need to come first.
We were wired to survive in a cave, foraging for food, and occasionally hiding from a saber tooth tiger. We weren’t wired to watch public executions and two minutes later, return to a demanding remote-work day while our kids run around screaming “I’m bored” during a week-long snow day.
Telling yourself you’re ok doesn’t actually help. It tells your body that you’re not trustworthy and as a result, the feelings amplify so you can feel them more honestly. So hear this: You’re not supposed to be ok. None of this is ok.
But we can work with our nervous systems, instead of against them, and here is how (borrowed from one of my favorite content creators for this time, TherapyJeff).
Name the threat aloud:
The threat is (blank)
I’m feeling this way because (blank).
For example: The threat is my business closing due to a lack of sales. I’m feeling this way because my family relies on these sales to eat and stay housed. I’m scared about our survival.
This simple verbal identification provides “regulation through reality, not suppression through self betrayal. You’re not broken, you’re responding accurately to a broken system.”
Adapting With the Times, Not Against Them
One of the best things we can do as business owners is adapt. And that isn’t only true for trying times. We all go through seasons of the year (and life) where we need something a little different or our ideal clients’ needs are shifting. The ability to adapt and change is how you create longevity in entrepreneurship, even in 2026.
So while we see the collapse of our once-normal routines and expectations, here are a few ideas on how to make changes that align with change.
Payment Plans
As finances tighten for many, ask your clients what payment schedules work best for them. Here at TLTF, we typically ask for a 50% deposit at time of booking and 50% at the end of the project. However, we also offer 50/25/25 plans and are always happy to break down payments into smaller, more manageable installments.
Many payment processors and POS systems also work with third-party vendors that allow clients to “buy now, and pay later.”
Pre-recorded and Evergreen Offerings
One-on-one services can become draining and demanding during times of turmoil, not only for providers, but clients, too. A great option is transforming live, on-call offerings into other formats at a lower cost. This not only reduces your output, but oftentimes earns more profit with larger group interest.
Live Interior Design Strategy Call → Pre-Recorded Feedback Have the client submit pictures, questions, and videos. Create a pre-recorded response for less demand on your schedule.
Virtual Yoga & Meditation Session → Group Session
Offer a group video session (could be pre-recorded) to serve many clients at once
Another variety of this option is to create evergreen content, such as PDF workbooks, video tutorials, workshops, and classes that can be created once, but purchased whenever.
Barter and Trade with Other Small Businesses
As our society changes, we will likely become more reliant on bartering systems. Instead of spending money on email marketing, why not trade for a few therapy sessions?
This is also a great thing to do within your local communities. Instead of renting or purchasing a power tool, borrow one from a neighbor. Maybe they’d love some freshly baked bread in return! Remember, the answer is always no if you don’t ask.
Re-adjust your Goals and Mindset: A New Version of Success
When reality hits, it usually packs a punch. While making physical adaptations is important for continued success, making mental ones is even more vital.
Part of being alive at this time of history is deconstructing what it means to be American, what it means to be a woman, and what it means to be a business owner. There are beliefs baked into every part of our identity that will need awareness, acceptance, and then complete surrender.
The same is true with our idea of success. Success moving forward likely won't look the same as it did before. So get clear with yourself:
What does success look like in a fragile economy?
How does success feel in a time of chaos and change?
For us, it means finding truly aligned clients that share the same values, and supporting organizations and communities that are working towards change, compassion, and digitity for all.
Use Your Voice for Change
The fear of speaking out is understandable in a culture hyper-focused on follower numbers and buzzing comment sections. Our society has convinced the world that people are ‘brands.’ But that isn’t an ideology I’ve ever subscribed to. I’m a human with a brand, and my humanity and empathy is what drives the decisions for everything The Look & The Feel decides and becomes.
I can’t help but notice a lot of influencers, authors, and celebrities aren’t willing to speak out at a risk of alienating fans (read: profit). Sure, it may be dangerous to speak out against the system, but at this stage, it’s dangerous NOT to speak out.
So, is staying silent the right move? I don’t think so.
How about for businesses? Not at all.
Value Alignment
If speaking your opinion about what is happening loses you clients, those were never your ideal clients to begin with. Take it from me… I’ve worked with a few brands that were not a good match, and it was not worth the money, stress, or daily fight to get myself to work.
Your number one priority in the time of slowing markets and dwindled sales is ensuring you are reaching your ideal client.
Social Proof
Have you ever noticed that when you see other people expressing their beliefs, protesting on the corner, or holding flags on an overpass you feel a rush? Relief and excitement swirl when you see other people feel the same way you do.
This is called Informational Social Proof. That simply means when others see you speaking out, offering support, and leading with compassion, they feel more safe and inspired to do the same thing.
Small Business Support and Corporation Boycotts
Last year, with the removal of Diversity, Equity, and Inclusion policies (DEI), the American people let large corporations know exactly what they thought. Costco saw a steep increase in memberships while they ensured their DEI policies would continue, while Target lost profit, sales, and ultimately their CEO after they removed the program. When Disney capitulated to the request of the network removal Jimmy Kimmel Live, mass boycotts and cancellations of Disney and their sister companies forced them to walk back their decision.
Now, more than ever, people want to support small businesses and value aligned companies. That is a benefit, not a drawback, you can lean into.
Some companies have gone as far to make it a part of their social media and marketing strategy.
Don’t believe me? Check out Dr. Bronner’s, Savage Seeds, Modern Times Cafe, and Boredwalk.
Decide How You Want to be Remembered
In 5, 10, or 50 years, the whole world will look back on these times. Having not only survived, but fought and won against fascism, history will have a place for all of us… and our brands.
How do you want your business (and you, the human) to be remembered? As silent and complicit? Or as a fighter for equality, equity, empathy, and empowerment?
Over the last 10 years, I’m proud to say I’ve had the privilege of working alongside a lot of very talented and creative women. Our team is filled with leaders, orators, storytellers, artists, and creatives. Expand that out to our clients, and we are in an endless circle of healers, therapists, mentors, visionaries, event planners, community organizers, and innovative thought leaders.
I can honestly say I am humbled by the skill and heart that fills our community.
Now I encourage you to use those skills for and with those around you.
As our businesses inevitably change and evolve, may we still find ourselves with the time, passion, and bravery to stand up, speak up, and fight back. Or maybe you’re more of a “stay home, prepare warm drinks, and create a safe place ” kind of soul.
Either way, there are roles for each of us, and our brands, in this revolutionary era.
Hi! I’m Callie, founder of The Look & The Feel® — a women-owned branding studio rooted in clarity, care, and values-led design. I help founders and nonprofits build websites and brands that feel aligned, grounded, and sustainable especially during seasons of uncertainty and change.
I believe businesses don’t exist separate from the world around them. They are shaped by it, responsible to it, and capable of contributing to something better. My work is guided by the idea that dignity, safety, and shared humanity should always come before growth at any cost.
If you’re navigating business ownership while the ground feels unsteady beneath you, you’re not alone and you’re certainly not doing it wrong.
