SmallGood Ltd.

Every January, we choose a . Reflecting on the depraved and inhumane year we just lived through, the word we chose for 2026 feels like the thing we're clinging to for dear life.

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Did you choose a ? If so, we'd love to hear it.

Our 2026 word of the year is the one thing we can’t afford to lose. Every January since 2020, Mylene and I have chosen a Word of the Year for our branding and marketing consultancy, SmallGood.

Wondering if your next grant report will get flagged for including the word ? Or if investors will want to back your social enterprise, which has ” as one of its core values?

You are not alone. And while it might not feel like it, you are making a difference. You are part of a larger story. A longer arc.

And we believe, now is not the time to whisper.

This story examines other organizations that share this perspective and are leading the way with their inspiring actions.

Don’t be afraid to be Sticky-outy. Staying True to Who You Are in Trump’s America. If you’re reading this, you’re probably exhausted. Not just sleepy-exhausted, but soul-exhausted. The kind where you wake up in the middle of the night with your jaw clenched...

We posted our SmallGood Word of the Year blog yesterday. It's our tradition of naming a word each January that reminds us of how we want to be in the world, in our personal lives, and our business.

Of course, with all that's going on in our country and our world, and as the 47th president takes office, we chose a word that we hope will keep us moving forward - keep us from falling into despair or inaction, or from simply swirling in fear.

Yesterday was the national holiday to celebrate and honor the life and legacy of Dr. Martin Luther King, Jr. as well, and our word of the year also took some inspiration from these words he wrote back in 1961: "Noncooperation with evil is as much a moral obligation as the cooperation with good."

A couple places you can read this blog post. On our SmallGood blog: https://www.wearesmallgood.com/post/our-word-of-the-year-for-2025-is-we-gotta-admit-a-little-badass

Or on LinkedIn: https://www.linkedin.com/pulse/our-word-year-2025-we-gotta-admit-little-badass-mylene-pollock-z7nbc/?trackingId=XlLRCYdGTWyTjO2L5fRuYA%3D%3D

Do you have a word of the year? If so, please share it.

Our Word of the Year for 2025 is, we gotta admit, a little badass. Yep, it's time for our word of the year. This year, we were inspired by clients and Martin Luther King Jr.

Lenora here with an update from Asheville.

World Central Kitchen is feeding people here in downtown Asheville thanks to generous donations and lots and lots of volunteers.

Yesterday, I was in the area at lunch time and the folks in line for a hot meal were as different as they come - in skin color, gender identity, job title, financial status, age, political and religious beliefs. I saw a person with tats and piercings covering most of their bodies next to an older woman in a calf-length dress, carrying a "proper lady's" handbag. She reminded me of my mother.

A band was warming up. The food smelled delicious.

And folks in line and those eating at picnic tables together were talking to each other, listening to each other's stories. Laughing even. There may have been tears too. I know I had some in my eyes.

I walked behind a father and his child heading to the lunch line. The way the dad was holding the boy's hand, the way they talked to each other as they walked, it was almost as if it were any other beautiful day.

There is so much devastation all around us. There are also miracles.

Today I'm thinking about what poet Wendell Berry said:

"Expect the end of the world. Laugh.
Laughter is immeasurable. Be joyful
though you have considered all the facts...
Practice resurrection."

Donate to World Central Kitchen at https://wck.org/

Our Lenora Rand is in Asheville with a story - and grace - to share. Please consider donating to the organizations she links to in this article.

A note from Asheville. This is Lenora, co-founder/partner of SmallGood, writing to you from Asheville, NC. As many of you know, I live in this city now and as I'm sure you've been seeing on the news, Asheville was just devastated by Hurricane Helene.

Join us and our client, Midwest Innocence Project, in stopping the September 24th ex*****on of Marcellus Williams. The St.Louis prosecuting attorney believes there is clear and convincing evidence that Mr. Williams did NOT commit the crime for which he was convicted - nevertheless, the Missouri Supreme Court has scheduled his ex*****on.

Sign the petition to stop the September 24th ex*****on of Marcellus Williams at the link below.

Stop the Sept. 24 Ex*****on of Marcellus Williams, an Innocent Man - Innocence Project DNA evidence not available at the time of trial proves his innocence but has not been considered in court. Act today.

We were sad to hear of the passing of Cook Country Commissioner, Dr. Dennis Deer this week. We got to know him while SmallGood was working with Lawndale Christian Legal Center, where he was a Senior Vice President. When we first met Dr. Deer he had an office in the LCLC building, and on the wall was a large portrait of Martin Luther King, Jr. done by a local artist. He told us when we interviewed him once that the portrait was always a good reminder that his work in North Lawndale with LCLC and his ongoing work in Cook County as a commissioner, were all a part of that long movement toward justice that Dr. King spoke of: “The arc of the moral universe is long, but it bends toward justice.”

That belief in real justice is why Dr. Deer dedicated his life to working for change in his neighborhood and neighborhoods like it. Justice, he believed, doesn’t happen overnight, but it does happen, if we keep working for it. His words and life inspired us, and his passion and dedication helped make Chicago a better place. He will be deeply missed.

How cool is this?

Way to go Institute for Nonviolence Chicago and Teny Oded Gross 💙💪⚾️👊🦋

Hey Chicago Cubs Fans! If you're going to the game today, don't miss Teny Oded Gross, CEO of Institute for Nonviolence Chicago, throwing out the first pitch!

We met Jordan Campbell years ago when former and friend Tara Dabney, then at Institute for Nonviolence Chicago connected us.

Since then, SmallGood Ltd. has had the pleasure of working with Jordan on several projects and it's always a delight. Seeing him recognized by The Field Foundation of Illinois and the MacArthur Foundation is making us super happy this week. Well done Jordan!

https://www.macfound.org/press/grantee-news/leaders-recognized-for-transformative-change-in-communities

Leaders Recognized for Transformative Change in Communities The MacArthur Foundation supports creative people and effective institutions committed to building a more just, verdant, and peaceful world. In addition to selecting the MacArthur Fellows, we work to defend human rights, advance global conservation and security, make cities better places, and unders...

We recently worked with the team at The Aspen Institute. We helped them launch a coalition to hold the tech industry accountable for measurable diversity, equity, and inclusion. The project was equally humbling and inspiring.

As is true with our best projects, it was also a great learning opportunity. In her article on LinkedIn, Lenora Rand sums up our three biggest takeaways.


https://www.linkedin.com/pulse/3-things-we-learned-launching-dei-brand-aspen-institute-lenora-rand-uhcye/?trackingId=MK9LxPuSQu9YRhNd2LkLXw%3D%3D