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Rebranding In The New Year Is A Scam · The imuRgency Room

• 0:00
  2026. Rebrand, rebrand, Rebrand
• 0:02
  Rebrand 5. Minutes into a conversation,
• 0:04
  people will be to tell that you're an insecure fraud.
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  Everyone setting insane rebrand lists for their entire life and
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  crazy New Year's resolutions. Excessive goal setting.
• 0:13
  Forget rebranding, just figure out and refine yourself so you
• 0:18
  can figure out who you are and who you want to be.
• 0:21
  OK, we get it, we're in New Year.
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  Put the glue sticks down and step away from the AI generated
• 0:26
  Pinterest images please. Hey guys, it's up to emergency
• 0:29
  and welcome back to my channel. And both on the Internet and in
• 0:32
  real life. I have heard and had many of
• 0:34
  such conversations of the holidays in the new year, not
• 0:38
  necessarily feeling the same. And actually hold up, this is
• 0:40
  not going to be a video on that because I've actually already
• 0:43
  covered that in a previous video.
• 0:45
  But but I did want to bring to light the latest player in the
• 0:48
  Gen. Z discourse game has to do more
• 0:50
  specifically with what's been going on for New Year's and
• 0:54
  mostly the discourse around New Year's and New beginnings and
• 0:57
  the concept of a 2026 or just general New Year rebrand.
• 1:01
  And of course, like most things we talk about on this channel, I
• 1:03
  fear that some of the conversations around this New
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  Year's rebrand and things like it can actually be quite
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  problematic. And I think the larger part of
• 1:10
  it is that the content going around about it, which trust and
• 1:13
  believe we will be getting into. And hey, maybe I'm just behind
• 1:15
  on the curve, but the New Year's content in more recent years has
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  felt more like a ploy to mask consumerism, or at least
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  consumerist habits, all under the guise of self improvement.
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  It's almost like the Wellness and improvement industry has
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  found the perfect holiday to cling on to.
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  And in this video, we're going to explore the reason for the
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  season, or rather New Year's, and the online and IRL discourse
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  surrounding rebrands. And to put it more simply,
• 1:38
  getting into why you're not rebranding, you're just renewing
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  your yearly vow to capitalism. And to kick off this
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  conversation, we need to talk off the online and IRL
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  sentiment. I'm feeling like the new year is
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  bringing in new beginnings and the general time for a new brand
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  or a rebrand. And before you all get mad at
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  me, yes, I did go into 2026 making a vision board.
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  It actually, I did go as far as to host my own vision board
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  event with my friends at my house.
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  So please hold your fire. Like I completely understand why
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  the ball dropping the clocks turning at midnight into a new
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  year feels like such an opportune time.
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  Get your there. Like it's nothing new that New
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  Year's resolutions are a thing. I mean, when else will gyms go
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  hard in their marketing and subscription videos?
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  I mean, except for Equinox, of course.
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  They don't want you there in January.
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  And I'm not here to be a downer on the effectiveness of
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  resolutions or saying that you should make resolutions in and
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  of themselves. But the way we have grown to
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  think about resolutions or rebranding hasn't always been
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  the most effective. With an article from the
• 2:29
  Atlantic Sighting that surveys have found that fewer than 10%
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  of Americans who make resolutions stick to them for a
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  year. By the end of February 2024,
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  according to a survey conducted by the Harris Poll, about half
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  of respondents who set resolutions had already given up
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  on them. And this article goes in the
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  paradoxical intent, which is interesting, but not the point
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  of this video. It just seems like in those last
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  days leading up to New Year's, there are a myriad of people
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  seeking to and somehow some way rebrand their entire way of
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  living. Which as a general marker of
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  time makes sense, but as we will get into, might not be the best
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  way to frame it and might not even be the best time to do it,
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  if any. But first, let's get into the
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  concept of the rebrand. I feel like there's been a lot
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  of conversation around the rebrand 2026, specifically
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  looking at the suite. Like if you somehow managed to
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  stay off of social media completely.
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  First of all, good on you Deepa pop.
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  A popular trend or phrase that's been going around is the 2026
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  rebrand. And while commonly rebrands are
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  meant for companies and well brands when they change logos,
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  shift color schemes, maybe a font change or two.
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  But as anyone online may know, the concept of rebranding has
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  been Co opted in a more personal way, with people now using the
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  same language to apply to themselves as a means and a
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  method to completely shift who they may have been to who they
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  want to be. And that is nothing short of
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  interesting. And don't worry, I got you
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  covered just in case you haven't seen any of these kinds of Tik
• 3:40
  Toks. What about accessories for
• 3:42
  April? One thought I had was enamel
• 3:46
  Bengals pendants. Earrings.
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  No, we did that two years ago. What else?
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  Well they're showing a lot of florals right now so I was
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  thinking I can do for. Spraying, which luckily has
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  brought us to this exchange. We'll be adding this to my list
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  of 2026 ends of How to Respond to People.
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  Thought I had was enamel Bengals pendants, earrings.
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  No, we did that two years ago. What else?
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  Well, they're showing a lot of florals right now, so I was
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  thinking florals. Spring.
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  What about? Accessories for April.
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  One thought I had was enamel Bengals tendons.
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  Earrings. Now we did that two years ago.
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  What else? Well, they're showing a lot of
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  florals right now, so I was thinking.
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  Because things really do just have to make sense to me and I
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  will not be explaining it like but in all series, do not get it
• 4:25
  twisted, I am all here her personal reflection, intention,
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  setting and manifestations like I am a manifestation king.
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  Like if you know me, you know that I put everything on the
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  stars. I put everything to my
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  manifestations and everything to my good intentions.
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  You cannot play with me. You will be building that
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  internal world. Do you hear me?
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  The concept of a rebrand, however, feels like the
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  commodification of these internal processes.
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  And it always sort of comes around the new year.
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  Like, notice how in a lot of rebrand tech talks, they always
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  mention things like you need to buy or things that you should
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  change about yourself, your place, your habits, the things
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  that you do and things that you like, which are nice to hear,
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  but ultimately mean that you should go and buy something else
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  or spend your money on something else.
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  And we're going to get into that.
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  But first and foremost, the literal Oxford definition of a
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  rebrand is to change the corporate image of a company or
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  organization. Now, I'm no expert in English.
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  I'd be stuttering boots throughout these videos, but if
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  my ear and my eye is not failing me, 1/3 of that statement is
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  corporate company or organization.
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  As much as your favorite career creator, inspiration creator may
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  tell you, you are not a brand or a corporation, my friends.
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  I mean, some of you actually might be, in which case you
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  people shocked my people. But for the large majority, we
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  are people first. We are not brands.
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  And the whole concept of like everyday people being brands and
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  being these businesses speaks to honestly so much that's going
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  wrong in the world right now in terms of just like us feeling
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  like we need demonetize our selves and our likeness as
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  opposed to the things that we do.
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  Like I am such a big advocate of being mindful of the language
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  that we use because 1 words mean things and two, we build
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  normalization through our words. And while corporations are
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  legally people, which again, crazy, you can take that up with
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  the government, you yourself are not a corporation and you
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  yourself are not a brand. And using corporate lingo for
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  yourself should be something that you're mindful of.
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  And I know this is super rich coming from a creator where like
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  every creator is like, oh, I am my brand.
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  Like my brand is my personality and my likeness.
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  But like, I think there is something intrinsically harmful
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  with monetizing your essence because at what point does the
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  branding stop and the personhood begin?
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  As this creator so poetically put it, rebranding is from the
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  top down. Evolution is from the inside
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  out. The concept of the 2026 rebrand
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  is crazy to me. You don't need to rebrand.
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  You're not a company, you're not a product.
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  You're a girl. Oh, you want to evolve?
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  OK, great. You want to evolve intentionally
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  have at it. Make a list, make some goals,
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  have some resolutions. And before you say that's what a
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  rebrand is, a rebrand is top down.
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  Evolution is inside out. Oh, if you feel like you need to
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  be witnessed and you have to turn your growth into a
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  spectacle, why you have people for that in your life.
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  And if you don't, that's resolution #1.
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  Ultimately, I think people do a large disservice to themselves.
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  They think that they constantly need to change to be more like
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  something else because of the crux of it.
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  It feels like you as you are currently are not enough.
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  And maybe that resolution should be more aligned with knowing
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  yourself more and accepting who that is.
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  I mean, unless you're a terrible person, then definitely change
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  because nobody wants that. And maybe, just maybe, if any of
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  the terrible people that we know did some self reflection and had
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  any thoughts to process to any capacity, maybe they wouldn't be
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  terrible people. Food for thought.
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  Now we talk about the what, Let's get into the why.
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  Why do we normalize rebranding as people?
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  And is there any inklings of capitalism behind it?
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  I'm going to tell you right now the answer is yes.
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  And more specifically as to the why, you are going to hate when
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  I say it because I'm going to sound real old and real unky
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  saying it. It be the damn phones.
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  Well, more specifically the damn social media.
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  Like of course there is a long history of New Year's
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  resolutions that can be dated back to the Babylonian era.
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  You know, look at all swords and pitchforks and whatever they had
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  going on in Babylon. But like everything in culture,
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  it evolves with the times. New Year's resolutions becoming
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  New Year's rebrands feels almost 5:00 AM.
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  Rise and cry. 3 days and one real alpha male.
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  And while that may be an extreme, we do have to admit
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  that we've normalized flex culture, or at least comparing
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  ourselves to complete strangers who we perceive to have it
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  better. And somehow that has seeped its
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  way into our goals and resolutions for ourselves.
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  Like truly, when did everyone become brands and why does
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  everyone have the same resolutions?
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  It feels like the goal is to always be hotter, skinnier,
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  richer, more successful. Like, OK, and those are all
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  desirable things, but like, what happens when you finally achieve
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  that? Like, Mama, isn't there always
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  going to be a hotter, skinnier enrichment behind you that
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  you're going to then set as the standard to achieve?
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  Like, especially when you have the endless pit that is social
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  media constantly updating and changing that standard.
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  In a society where we strive to optimize ourselves and we tie
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  our worth to productivity, it makes sense to always be chasing
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  better and more than what currently is.
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  Which brings you back to the original point from before about
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  the holidays. Most holidays were originally
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  about family connection and joy at the forefront.
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  I mean watch any Hallmark or just plain old Christmas movie
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  from the early 2000s. But given the ever increasing
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  consumer first nature of our society, it feels like the
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  holidays are more about buying things or being a improved or
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  optimized person through purchasable or whatever wealthy
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  means. I've been hearing that for the
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  past few years that the holidays don't have the same feeling as
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  before. Like this past holiday season I
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  did not feel the magic and while I think that can be attributed
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  to many things like us all losing our child like whimsy,
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  the baton getting passed to us as a generation for the holidays
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  and traditions, our ever so vampiric capitalistic society.
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  Again, watch the previous video about this.
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  I think at least one contributing factor is because
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  the focus of the holidays has shifted to focus on material
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  objects versus the holiday feeling.
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  I mean a capitalist society's love language is gift giving and
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  getting even if the gift is written to you from you.
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  Like no shades of my gift giving love language people, but I'd
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  rather just get nothing to make people feel forced into giving
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  me something that I don't really want or need from Amazon just
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  because they deliver fast and I feel obligated to.
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  Like an intentional gift at any time of the year is better than
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  the placeholder one at like the quote UN quote right time now
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  pause. I know there are people this
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  doesn't apply to, and I'm sure there are very lovely
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  resolutions, intentions and aspirations you've set for
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  yourself this year, which I would love to hear all about
• 10:08
  down in the comments. But for the sake of this video,
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  I'm referring to how resolutions every year look a little more
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  purchase dependent than the last.
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  How instead of intentions or resolutions, we now have
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  rebrands and locking in things usually referred to in a
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  workspace or in terms of productivity.
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  And that's a whole other conversation on placing yourself
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  worth on your productivity. I am a victim of this as well.
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  We want to talk about resolutions in 2026.
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  Let's decenter that. Let's decenter productivity as a
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  form of self worth because we do not need that.
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  We are not put on this earth to be productive.
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  That is a capitalist scheme. Like it feels like our goals are
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  dependent on our productivity and how much value we can bring
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  to others and show from ourselves.
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  Like it's the whole thing of like how valuable can we be
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  versus how much can we grow and enjoy life.
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  And I think it's just like the general blatant self disregard
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  and self abandonment that gets me.
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  Like, again, I've done this myself and to myself year after
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  year and no one's perfect, but we really need to be building
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  ourselves up and focusing on that kind of development rather
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  than focusing on what you think you need and who you think you
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  need to be. I.
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  Keep seeing people talk about the 2026 brand, and I just want
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  to say I'm noticing a pattern. And yes, the new year is a
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  chance for renewal. It's a breath of fresh air.
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  It's an opportunity, it's a portal.
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  Absolutely. And also at some point, and this
• 11:22
  is something that I had to practice for myself, at some
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  point you have to stop being the first person to abandon
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  yourself. You can't keep throwing it all
• 11:31
  off the table and building it from scratch.
• 11:33
  You are not a phoenix. You're a human being.
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  And the foundation that you built for yourself is is, is not
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  so insignificant that you should be so willing and eager to
• 11:43
  undermine it and to start over. Now you may be asking Rumi, OK,
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  that's nice, but like how can we go about this in a healthy way?
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  And you know, I'm not saying that I'm the end all be all to
• 11:52
  how to do New Year's right? Again, I'd love to hear about
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  how y'all go about this in the comments because I love
• 11:57
  switching up and adding to my traditions.
• 11:58
  I did not do two groups this year and I was not running
• 12:00
  around, but I would like to share some ways I'm trying to be
• 12:02
  mindful about my intentions this year.
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  I, being more of a manifestation person, love doing like vision
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  boards and love really visualizing the things that I
• 12:09
  want to achieve in a year. A good friend of mine
• 12:11
  recommended a book called Creative Visualization that has
• 12:13
  been actually inactively changing my life and how I
• 12:16
  manifest and visualize my goals. So if you're into reading and
• 12:18
  into like that kind of stuff, you should have to go check out
• 12:21
  that book. But I really love to visualize
• 12:22
  my goals and ambitions and those can be more concrete things like
• 12:25
  career milestones or it can be more abstract like having a
• 12:27
  community and building more community.
• 12:29
  But the through line of all the visualization is really
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  reminding myself that I am a human and that I am going to
• 12:34
  make mistakes and to give myself grace along the way,
• 12:36
  acknowledging that I am not a company, I am not a machine
• 12:39
  that's just meant to be productive.
• 12:40
  Like I'm allowed to have off days, I'm allowed to not be
• 12:42
  productive some days, and I'm allowed to schedule, plan and
• 12:45
  take rest when needed. And I really think that is so
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  important. My researcher Brianna added some
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  things that she personally does for the New Years that I think
• 12:52
  are fun to share. She says that she personally
• 12:53
  likes to think of what she wants more and less of and tries to
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  base it off feelings and experiences and gives the
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  example of saying like she really liked one particular
• 13:01
  workout class or like enjoyed more time outdoors on hikes
• 13:04
  rather than the gym. Then she can schedule at least
• 13:06
  one hike per week per month to increase that experience in the
• 13:09
  new year or just generally setting a goal to go on at least
• 13:11
  5 hikes a month. She also said that for the past
• 13:13
  three years she's been keeping a bingo guard for things that she
• 13:14
  likes to do during the year, including bigger and smaller
• 13:17
  goals just to really bring in that whimsy in life.
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  Things like having read X amount of books, watching a sunrise,
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  doing a solo day trip, getting scam and molt by the unemployed
• 13:25
  reseller men at the goodwill bins.
• 13:27
  Girl are you OK? The whole point of that is to
• 13:29
  have small moments that if we don't plan, we might just
• 13:31
  overlook completely. And while big goals are also
• 13:34
  important to add, it's also nice to let you have some smaller,
• 13:37
  easier wins that you might not do otherwise.
• 13:39
  I think January is also the perfect time to look back and be
• 13:41
  grateful and let go of things from this past year.
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  Like, what are we grateful for in 2025 that we wouldn't mind
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  shifting out for 2026? The lessons learned, if you
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  will. Like what experiences and
• 13:51
  moments are most memorable, and how can we aim to experience
• 13:53
  things just like that again? What about that specifically
• 13:56
  brought you joy? You can name a bigger goal you'd
• 13:57
  like to get to and focus on what's smaller actions can help
• 14:00
  get you there. Like there are so many great
• 14:01
  videos on this, or you can even do yourself one better and like
• 14:04
  ask your friends and community how they like setting themselves
• 14:06
  up mentally for success in the new year.
• 14:08
  And again, I beg for the third time, please leave some of your
• 14:11
  favorite ways that you like to bring in the new year in the
• 14:13
  comments. Because not only am I
• 14:14
  interested, I also think that other people will find value in
• 14:16
  it as well. Now let's switch gears and talk
• 14:17
  about how like New Year's is literally fake and you can start
• 14:21
  and change your life at any time.
• 14:22
  Like I say this all the time, but like the day gotta end and
• 14:25
  so does the year. Time is literally just a concept
• 14:27
  and you can really start changing or start to change
• 14:30
  whenever you like. These whole time scare tactics
• 14:33
  seem to be an important part of the New Year's hurrah and
• 14:35
  hoopla. But like it really does not
• 14:37
  matter if you start on the 1st if your dedication, devotion,
• 14:40
  and commitment to that habit stays the same.
• 14:41
  Like side note but some people love to use the word discipline
• 14:44
  but like I don't really know how I feel about it because the way
• 14:46
  that y'all use discipline sometimes kind of sounds like a
• 14:48
  punishment and like why would I see growth in a habit that I see
• 14:51
  as punishment? There's like some girl on TikTok
• 14:52
  that has altered people's brain chemistry when she said to start
• 14:55
  changing discipline to devotion. If discipline isn't working for
• 14:58
  you, then you should probably try out devotion because maybe
• 15:01
  your nervous system in your body even associates the term
• 15:04
  discipline with some type of punishment or something bad
• 15:06
  happening to you. Especially if you had a lot of
• 15:08
  trauma whenever you were a child and your parents or caregivers
• 15:11
  made you feel like an idiot or stupid or bad or a brat whenever
• 15:14
  you made a mistake or they did in fact punish you.
• 15:17
  And you might even actually find yourself going after goals or
• 15:20
  having these ambitions or whatever in your life that you
• 15:23
  can't stay consistent to. Because maybe you're going after
• 15:25
  goals and things that aren't even authentic to you.
• 15:27
  You're only doing them because you also feel like you're going
• 15:29
  to get punished, abused, abandoned if you don't do these
• 15:32
  things that other people are telling you to do.
• 15:34
  Because that's what's been happening your whole life
• 15:36
  anyway. Once you understand the goals
• 15:37
  that you actually want to go after, or the things that you
• 15:39
  want to be more consistent or disciplined in, get curious
• 15:42
  about all the ways that you have failed at going after that goal
• 15:45
  in a way that is not shameful, but informative.
• 15:48
  Like ultimately you want to add change or leave a habit behind
• 15:51
  as an act of devotion to yourself.
• 15:53
  And I understand some people like markers of time when it
• 15:55
  comes to beginning or ending something.
• 15:57
  Like starting something at the top of the hour or half hour as
• 15:59
  opposed to like at, I don't know, like 10:27.
• 16:03
  But I really wouldn't stress or keep the looming feeling that
• 16:05
  you've got to abide by the calendar to enact your goals or
• 16:08
  that you should give up in general if you didn't keep it up
• 16:10
  in January, AKA hibernation season.
• 16:12
  Like don't mind me forgetting a little spiritual or a little woo
• 16:14
  woo on it. But like over here, we are big
• 16:16
  believers in following nature's patterns.
• 16:18
  And something that I saw that's more common in indigenous
• 16:20
  practices and spiritual beliefs is that the new year is during
• 16:22
  the spring equinox, which actually makes a lot more sense.
• 16:26
  A calendar year that starts the same for everyone is a marker of
• 16:29
  colonialism. Sorry.
• 16:31
  Like love this take from this creator about how time is meant
• 16:33
  to be local and not globalized, but it was globalized for the
• 16:37
  sake of capitalism. The.
• 16:38
  Concept of a global New Year's is the ultimate form of
• 16:41
  colonialism. There has never been another
• 16:44
  time in human history where we have collectively shared a
• 16:47
  calendar. And that is because,
• 16:49
  historically speaking, calendars have always been determined
• 16:52
  bioregionally based off of of ecological and celestial
• 16:57
  framing, right? But I digress, don't let these
• 17:00
  time restrictions make you think that you're lazy.
• 17:01
  Like even if you didn't start on your goals or intentions yet.
• 17:03
  Like people need rest. To my friends, the holidays are
• 17:07
  wild. It is a misconception that the
• 17:09
  holidays are relaxing and restful because when you're
• 17:11
  around family and doing the most or doing the least and
• 17:14
  recovering from the year or working through the holidays,
• 17:17
  that could be anything. But we can all be called to
• 17:19
  action and grow when things are literally growing in the spring.
• 17:22
  And while humans aren't hibernators by trade, it does
• 17:24
  not mean that we we don't need rest in a period of nothingness.
• 17:26
  Like it's completely normal to not feel fully invigorated at
• 17:29
  the beginning of the year. And if you do, good for you.
• 17:32
  Like, I really think in some aspect, by beginning our year in
• 17:34
  the winter, we are setting ourselves up for failure.
• 17:38
  And when you fail or don't succeed, capitalism is winning.
• 17:41
  And I'm gonna leave that at that.
• 17:43
  Like, just to wrap up, I want to reiterate that I am not a cop.
• 17:46
  I am not the police, quite literally do whatever feels true
• 17:49
  and good to you. But I do think we should pay
• 17:51
  just a little bit more closer attention to our trends and what
• 17:54
  they are bringing out. If you want to focus on the
• 17:56
  evolution of the self, that can happen at any time of the year
• 17:59
  with the right mindset. But do not forget all of the
• 18:01
  phases of you that got you here in the 1st place.
• 18:04
  Like Please remember y'all, rebranding is for companies
• 18:07
  feeling bad about yourself or not.
• 18:08
  Rebranding or being behind in the new year is a byproduct and
• 18:11
  only serves capitalism and time itself is a concept.
• 18:14
  All right, you got that peace.