A post from Fast Company introduced me to the Danish word 'samfundssind' which the post went on to define as "…to consider the needs of society above your own."

The idea of samfundssind was used by the Danish to exhort the population to comply with the preventative guidelines during the pandemic. The result was low rates of infections and deaths in Denmark.

From the Fast Company Post:

"And research shows that—regardless of their gender or age—Danes are more concerned about infecting others than getting infected themselves."

It's interesting that the Danes were able to achieve such success by invoking an idea to put the needs of others ahead of yourself.

Your brand could use the mojo of 'samfundssind'

We all have an altruistic side. And when called upon, it kicks in powerfully. There are stories everywhere of selfless acts of ordinary people in times of crisis. Even brands join in, providing products and services or other support.

While these are inspiring, they are reactive. The interesting thing about the Danes and samfundssind is that it asks people to be proactive. To consider the needs of others first.

Today, the brands that inspire understand this idea embedded in Danish culture. The idea of thinking of others before thinking about yourself.

It's not a tactic or a gimmick. It's a shift from selling to serving. And understanding that there are great rewards that come to those who look at their customers not as targets but as those they hope to serve.

Does your brand have this orientation? The quickest way to get there is to clarify your purpose (a Big Audacious Meaning as I call it). And then to set about to make a difference for those around you.

When you put others first, good things happen. For those you serve. For everyone that your brand touches. And for you. That's a rare kind of success. We need more brands set on doing just that. Especially in these times.