By Eve Bell

On Thursday it was World Kindness Day. Social media was awash with heartwarming quotes, encouraging messages, and brands taking a brief moment to tout their commitment to kindness.

When I was running Baba+Boo, I found myself caught in the whirlwind of these days that seemed to come at me faster than I could keep up. From Mental Health Awareness Week to Earth Day, the calendar felt like it was constantly peppered with a new cause to support. I tried my best to join in, to be part of the wave, but I soon found myself exhausted by the endless cycle of awareness days.

So, I gave up trying to keep up.

There was one day that always made me smile though. Talk Like A Pirate Day. It was silly, lighthearted, and a bit of fun. There was no agenda beyond just having a laugh. For one day, it was okay to be ridiculous, and that felt kind. In a world full of causes to champion, a day that was just about enjoying life felt like a breath of fresh air.

I do try not to be too cynical about these awareness days. After all, they do raise awareness and create moments of reflection. Kindness is a concept that can’t hurt to celebrate more often. The challenge, though, is when these days turn into hollow marketing tools. A brand putting up a square on Instagram with a tagline about “being kind” is great in theory, but what does it really mean? Does slapping a slogan on a post do anything to inspire actual kindness, or is it just a way to grab attention for a sale?

True kindness, in my opinion, isn’t just about the message you put out – it’s about the actions that follow.

I’m not begrudging anyone who participates in these days but I think we can all agree that real kindness goes beyond an Instagram post or a slogan. It’s about the little things we do every day. From the connections we nurture to the changes we make in our own lives to help others without expecting anything in return.

Maybe, just maybe, the trick is not to let these awareness days be a marketing opportunity, but a moment to truly pause and ask ourselves: How can we be kinder, not just on one day, but every day? And if brands want to use these days to highlight their commitment to kindness, I hope it’s more than just words on a screen. Show me kindness in your business practices, your customer service, your sourcing, and your actions long after the hashtags fade away.

Because when it comes down to it, kindness is more than a day. It’s a choice, and it’s up to all of us – individuals and businesses alike – to make it part of our daily lives.