What a week it’s been. Between the devastating fires in Los Angeles and the looming uncertainty of a TikTok ban, I’m sure I’m not alone in finding it really hard to focus on business as usual right now. The destruction in California is just heartbreaking — homes, neighborhoods, and entire lives turned upside down. My thoughts keep returning to the people who have lost so much, along with the land itself and the animals caught in the path of these fires. The scale of loss is overwhelming.
At Sway Group, we’re doing our best to keep things moving, but it’s been a challenge. With several campaigns involving TikTok creators in the pipeline, the platform’s uncertain future has forced us to pause and rethink our approach. Right now, it’s all about staying flexible and coming up with backup plans to make sure our clients’ goals are still met. This week has really tested our ability to adapt, and I’m so proud of how our team is rising to the occasion.
That said, the fires have been a reminder of what really matters. Work stress is real, but it doesn’t compare to what so many families are going through. That’s why I want to take a moment to highlight one of our longtime clients, Ergobaby. As an LA-based company, they’ve stepped up in a big way in the last few days, donating tons of product and working to raise money for those impacted.
If you want to see what they’re doing and how you can help, take a look at their efforts here. It’s one of those moments where I’m reminded why we love partnering with brands like this. They don’t just talk about making a difference; they do it.
Right now, I’m especially grateful for this community and the ways we can support each other and those in need. Thank you for continuing to show up for the people and causes that matter most.
Danielle
