What began as a year brimming with hope, optimism, and my personal favourite tagline ‘Happy Twenty Twenty-Thrive’ has quickly taken a detour into the plot twist of the century. 

Wars are raging, peace agreements are teetering, inflation refuses to budge, wildfires are torching entire landscapes, political upheaval is in full swing, and banks have apparently appointed themselves the new moral compass of the corporate world.  

Then there’s the despicable rise of Antisemitism, the cost-of-living crisis, racial tensions over a bill that should be honouring the Treaty rather than challenging it, and red carpet institutions where the well-dressed watch the overdressed become undressed. And, of course, the ever-looming, ever-ominous presence of the climate crisis. 

Excuse me, but I’d like a refund—this was not the rodeo I signed up for. 

It’s all so unsettling that a dear (and historically sceptical) friend of mine, someone who once put her faith in brunch plans, debates, and dinner parties, has sought solace in a rather niche religious group specialising in quiet reflection. My attempt to challenge her algorithm-fuelled worldview with logic and reason was not well received. But if swapping the groupthink of the Fifth Estate for a group that only thinks brings her peace, who am I to judge? 

And I should have known better.  As someone who has led a business through the GFC it’s times like these, when the world feels like it’s spinning faster than a PR guru on damage control, that people crave something solid. Stability. Consistency. Certainty in the chaos. 

Which is why, now more than ever, authentic brands and solid brand building matters. When everything feels fleeting, people seek what lasts. They gravitate toward heritage, craftsmanship, and materials that stand the test of time. 

Like wool— one of the oldest, most reliable, and real fibres known to humankind. 

In a world obsessed with fast fashion, synthetics, and instant gratification, wool offers the exact opposite. It’s natural. It’s durable. And it aligns perfectly with the growing demand for ethical, long-term choices. 

Brands like Icebreaker have built their reputations on this authenticity. And then there’s the trail blazers Lake Hāwea Station, whose carbon-zero wool is now featured in an Allbirds shoe— on a New York Billboard. Go NZ! 

These brands don’t chase fleeting trends; they double down on what they’ve always been about: quality, heritage, and performance. That’s why, in uncertain times, durable brands thrive while trend-chasers scramble. 

This isn’t a new phenomenon. Every time the world wobbles, people seek comfort. 

The Global Financial Crisis and the pandemic sparked a return to “buy less, buy better” thinking, reviving lost traditions like breadmaking and gardening. (More sourdough, anyone?) The economic uncertainty of today will push consumers toward classic, reliable purchases, things that feel grounded. Like NZ wool. 

But this isn’t just about wool. It’s about trust. 

In a world where algorithms dictate what we see and brands pivot at the drop of a hat, authenticity and consistency is a competitive advantage. 

If your brand stands for something real—craftsmanship, heritage, sustainability, standing the test of time , stick to it. Invest in it. The brands that win in uncertain times are the ones people can count on. 

Like the ultimate comfort brands, I’m about to tuck into— a Big Mac and a Coke. 

Cheers!