How We Begin Each New Year at Savage Brands

A New Year ritual that shapes how we work

At Savage, we believe that how we show up matters – for our clients, for each other, and for ourselves. It’s why, every year, our team participates in a simple but meaningful practice: choosing a single word to guide the year ahead.

This practice is deeply connected to who we are and how we work. It’s one of the ways we live our values of “Smart. Fresh. Human.” – not just in what we deliver to clients, but in how we treat one another and hold ourselves accountable.

These words aren’t resolutions. They’re not performance metrics or aspirational slogans. They’re intention-setting words chosen thoughtfully, personally and honestly that reflect how each of us wants to show up in our work, our relationships, and our lives.

Before selecting a new word, we pause. We look back at the word we chose the year before and reflect on whether, and how, we lived into it. Sometimes that reflection brings pride. Sometimes clarity. Sometimes discomfort. Always learning. That reflection grounds the year ahead and makes the next word more intentional, honest, and, well – human.

Why a Single Word?

A word is focused. It cuts through the noise. It’s something you can carry with you – into meetings, decisions, conversations and challenges – without needing to overexplain or overthink it.

Over the years, our team has chosen words like Optimism, Value, Proactive, Bravery, Expansion, Flourish, Peace, Opportunity, Evolve, Persistent, Positive and Gather. Each word reflected a personal intention, but collectively, they revealed something bigger: a team committed to growth, clarity and connection.

Choosing a word is an act of ownership. It asks:

• What do I need this year?
• How do I want to contribute?
• What does growth look like for me – not in theory, but in practice?

This Year’s Words: Intentional, Grounded, Forward-looking

This year, the words our team chose feel especially grounded and rooted in awareness, agency and momentum. Words like Open, Direct, Grit, Invest, Advancing, Equanimity, Flow, Love, Abundance, Reclaim, Efficacy, Connection, Intentionality, Let Me and Focused point to a collective desire to move forward with purpose without losing ourselves along the way.

Here, a few Savages explain their words:

“My word for 2026 is Advancing. I am ready to move the big, remarkable things forward – for Savage, for myself and for my family. I have spent a lot of time writing things down that I want to accomplish, it is time to see them through – stop talking and start walking.” — Bethany Andell

“My word for the year is Open – to stay curious and receptive, allowing my thinking to evolve as new ideas and perspectives come into focus. I want to create more space for learning, feedback, and better ways of working.”  — Abby Lasaine Vazquez

“My word of the year is Invest – to strengthen my health and mindset after years of caring for others, so I can continue supporting the people and work I care about from a healthier place.” — April Lundy

“My word for 2026 is Intentionality. There are so many things pulling at us each day. This year, I am focused on maintaining intentionality with my time and focus, ensuring that I am committing time and energy to those things that are of most value and not allowing the shiny ball distractions to eat up time.” — Sandra Bernstein

“My word is Focused. I want to be a meaningful specific, not a wandering generality. To focus on the vital few things and people (and eliminate distractions) gives me a great feeling of satisfaction, the sense of being in the flow, and no regrets.”
— Steven Leeper

Across the team, this year’s words point to a shared desire to be present, deliberate and accountable to move forward with clarity while staying deeply connected to ourselves and one another.

A Practice That Strengthens Connection

Sharing our words is part of what makes this practice powerful. It invites conversation. It creates shared language. It gives us insight into what each of us is navigating and how we can support each other along the way. We also offer team members the option to name one specific action they can take in the next 90 days to more fully lean into their word. Our CEO makes a point to follow up – sometimes as a check-in, sometimes simply as a motivating reminder – reinforcing accountability and care.

In a fast-paced, results-driven world, choosing to slow down, reflect and intentionally set the tone for how we show up is a deliberate choice. It reinforces our belief that strong brands – and strong teams – are built not just through strategy and execution, but through trust, awareness and human connection.

It’s a simple ritual. One word. Once a year.
And it continues to shape our culture in meaningful ways.