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When tragedy strikes, whether it’s somewhere far away or right in our own communities, it can bring up a lot of heavy emotions—anxiety, sadness, and for a lot of online business owners, guilt. If you’re an empath, it hits even harder.
You start asking yourself, “Should I keep posting? Is it okay to keep selling?” And then there’s the guilt of knowing that your day can carry on as “normal” while others are going through unimaginable suffering. I’ve grappled with this a lot over the years.
“It feels wrong to promote or sell during tragedies”
I know. I’ve seen this argument come up, and I’ve felt it too. When the war between Israel and Gaza broke out, there was a huge backlash toward influencers and businesses still promoting their services. It seemed tone-deaf to what was happening in the world.
And as women, we want to be sensitive and show that we care
We feel the need to prove that we’re not just here to make money, but that we genuinely care about the world and the people in it. On one hand, you don’t want people to think that you’re ignoring what’s happening in the world. But on the other hand, this is your livelihood, and it’s not as simple as just shutting everything down until things feel “okay” again.
That’s why it feels like such a conflict—to keep showing up, selling, and promoting, while also staying mindful of the pain others are going through. But while I understand that reaction, I’ve also come to see things from a different perspective.
Why We Can Keep Showing Up, Even During Hard Times
Here’s why I believe that, as women, we can keep showing up and selling, even during difficult periods:
1. This is our job—just like anyone else’s
At the end of the day, this is how we earn a living. It’s our 9-5. If other people can show up at their jobs without guilt, why should we feel bad for doing the same? Just because our work happens to be online doesn’t make it any less of a job.
Sometimes it feels like online business owners are held to a different standard. People in full-time jobs keep going to work, and their companies don’t stop operating. But when it comes to those of us selling online, there’s this extra pressure to pause or pull back. It’s an unfair double standard when you think about it.
2. Men and bigger companies have different expectations placed on them
This one’s tricky to talk about, but it’s something I’ve noticed. It’s not that men or larger companies don’t care about what’s happening in the world—they do. But they seem to navigate these situations with less pressure to stop everything.
Bigger companies have salaries to pay and employees to look out for, so there’s less focus on whether they’re being “insensitive” by continuing to work. They’re expected to keep going, business as usual.
I’m not saying we should just do what they do. We didn’t build our businesses to copy others, especially when their actions don’t align with our values. But it makes you wonder: why is there this expectation for women to pause?
3. The selective nature of tragedy coverage
One thing that became clear to me when the conflict between Israel and Gaza intensified is how selective the news feels. Many people started pointing out how other countries, particularly outside of the West, have been dealing with ongoing conflicts, tragedies, and suffering for years, often with little international attention or support.
There are honestly countless tragedies happening in countries outside the Western world that we may not even be aware of. This isn’t about picking sides or saying one thing matters more than another. It’s just a fact—there’s a lot going on all the time. So, if we stopped everything every time something terrible happened, we might never feel okay moving forward.
Practical Steps for Navigating Business During Tragedies
So, what can you do to balance running your business with being sensitive to global events?
1. Take a break from posting if it feels right
When everything feels heavy, I often step back from posting. It just feels like the right thing to do sometimes. I’ll take a day, sometimes a week to honor what’s happening in the world. But I always come back because, at the end of the day, this is my job.
2. Address the issue online, if it feels authentic
If you feel moved to speak out, do it in a way that feels true to you. Personally, I don’t always post about every tragedy because it can feel selective. Highlighting one event while ignoring another has always felt uncomfortable for me, especially knowing that there’s suffering happening in so many parts of the world that doesn’t get talked about. But that’s my perspective and something I don’t want to force onto you. If you feel called to talk about an event extensively online, then go for it.
3. Use your platform to encourage support.
Use your space to encourage your audience to support those in need. Whether it’s spotlighting organizations, sharing resources, or just reminding everyone to show some kindness, it all matters.
Remember: Continuing Your Work Doesn’t Mean You Don’t Care
Just because we keep posting and working doesn’t mean we don’t care. People sometimes think that if you’re not publicly speaking out, you must not be doing anything. But that’s not true. There are many ways to support people without making it public. You don’t have to justify how you’re helping, and you don’t need to feel guilty for continuing your business.
We’re all figuring this out as we go
We’re all feeling the weight of everything going on, and it’s completely normal to feel torn about continuing your work while others are suffering. But you get to decide how to handle this in your business—whether that means taking a step back or continuing to work. I wish there were clear answers, but there aren’t.
I truly believe we can do more good when we keep showing up. Many of the women I’ve worked with aren’t just in this for themselves; they want to make a difference. For them, helping others is a priority, and money becomes a tool to help them do that. The more we earn, the more we can give—whether it’s through donations, supporting causes, or simply having the freedom to be there for those who need us.
I’d love to hear your thoughts on this. How do you navigate these feelings in your own business?
