What Are We Asking People to Be Resilient To?

What Are We Asking People to Be Resilient To?

Business

What Are We Asking People to Be Resilient To?

Sharon Callcut · 30 September 2026

What Are We Asking People to Be Resilient To

Over the last few years, I’ve become a bit of a geek when it comes to resilience. Initially, to try and nail down my own moving carpet, but since then, to help others gain some form of calm and balance within their own lives.

But it seems we’ve managed to turn resilience into a demand.

It’s no longer considered a quality that a person builds over time, with support, rest and the right conditions around them. It’s become an expectation instead. Something we’re supposed to have. Worse still, if we don’t bounce back quickly enough, or cleanly enough, there’s an unspoken suggestion that perhaps we just aren’t resilient enough.

If someone is going through something genuinely hard, whether that’s bereavement, illness, caring responsibilities, a restructure or simply a sustained period of pressure, they’re often asked, “How are you coping?”

It’s usually asked with kindness, but are we unintentionally making coping the baseline? The person is already carrying something heavy, and now they’re also carrying the weight of not carrying it well enough.

Resilience as a concept has an older meaning, borrowed from materials science. My late father was an engineer, so I’d like to think some of his wisdom rubbed off on me. A resilient material bends under pressure and returns to its original shape. The important part isn’t just the material itself; it’s the conditions around it. The pressure applied, how long it’s under that pressure, and whether it has the opportunity to recover.

Nobody in engineering looks at a buckled beam and decides it had a character flaw. They ask what load it was carrying and whether that load was reasonable. They look at the design of the system, not the moral fibre of the component.

We don’t seem to extend the same logic to people.

Instead, we’ve built wellbeing programmes around helping individuals take on more pressure, recover faster and adapt better. Which would be useful if the problem were purely individual. But often it isn’t. Often what’s being called a resilience problem is actually a structural one.

Too much load. Too little recovery.

Or organisations treating people as though they’ll simply regenerate over the weekend.

Telling someone to build resilience in those circumstances is a bit like turning up the central heating and then selling everyone a jumper.

None of this is to dismiss the importance of individual work. Learning how to regulate your nervous system, understanding what depletes you and what restores you, setting boundaries and recognising your own limits all have enormous value.

But individual tools applied to a structural problem will only ever take you so far. At some point the conversation has to include the conditions people are working in, not just whether those people are robust enough for those conditions. Otherwise, we’re patching up people rather than fixing anything.

I also think we need to be careful who we call resilient.

People who’ve lived through financial hardship, illness, caregiving or circumstances that left them with very little choice but to keep going are often described as remarkably resilient. It’s meant as a compliment, but I sometimes wonder whether we’re describing resilience or simply a lack of alternatives.

Endurance without choice isn’t quite the same thing as resilience.

It might look the same from the outside, but it doesn’t feel the same from the inside.

The people I’ve seen build genuine resilience almost always have something else around them as well. Support. Recovery. Someone they trust. A culture where saying, “I’m not okay this week,” doesn’t damage their credibility.

Their resilience wasn’t created in isolation. It grew because the environment supported it.

That’s why I think organisations need to widen the conversation.

Wellbeing initiatives, flexible working and employee assistance programmes all have their place. They can make a real difference.

But they’re still treating the symptom more often than the cause.

The harder question is one only leadership can answer.

What are we asking our people to be resilient to?

Is it an occasional challenge that comes with working life?

Or have we quietly normalised unreasonable workloads, relentless pace, constant organisational change and cultures where recovery is seen as a luxury rather than a necessity?

That means looking honestly at workload, pace of change, decision-making, recovery time and whether the values written on the wall bear any resemblance to what people experience day to day.

Resilience was never meant to mean enduring unreasonable pressure without support. It was meant to be the capacity to bend and return, and that depends enormously on what surrounds us.

So if someone is going through something genuinely difficult, don’t assume they’ll simply bounce back.

Ask what they’re carrying.

And if you’re leading a team, ask yourself an even harder question.

Are you building resilient people, or asking people to be resilient because the system isn’t?

Because resilience without support isn’t resilience.

It’s endurance with a better name.

Reactance to Sustainability

Reactance to Sustainability

Sustainability

Reactance to Sustainability

Sharon Callcut · 30 September 2026

Reactance to Sustainability

Whenever I’m in the proximity of a discussion around sustainability and look into other people’s eyes, I tend to see one of two things.

Either there’s a fire so hot you instinctively step back a foot — the sustainability enthusiast who’s just realised they’ve found a kindred spirit — or there’s that glazed, slightly off-centre gaze accompanied by an imaginary T-shirt saying:

“Oh no, not this again.”

I can’t say for certain, but I’ve come to the conclusion it’s primarily to do with the old favourite:

Don’t tell me what to do.

I wouldn’t suggest it’s because some people don’t care. I think, quite simply, we don’t enjoy being told what a ‘good person’ should look like.

It smacks of ‘school prefect’.

You should do this. You shouldn’t do that. We’ve decided what’s responsible, and we’d now like you to behave accordingly.

Even when I completely agree with what’s being suggested, there’s a small part of me thinking:

Don’t tell me what to do.

Which is slightly ridiculous because I’m actually pretty disciplined and responsible, while also being ridiculously stubborn when somebody tells me what to do.

This is referred to as psychological reactance — our tendency to push back when we feel our freedom to choose is being restricted.

The instruction itself can even make the thing we’re being told not to do more appealing.

Which makes one of our parents’ favourites from childhood quite ironic.

Don’t touch the hot tap.

You know it’s hot…

You’ve been specifically told it’s hot.

You understand perfectly well what the likely consequences are.

And yet…

You really want to touch the hot tap.

I suspect sustainability occasionally has a hot-tap problem.

PERHAPS WE’RE TRYING TOO HARD TO PERSUADE

Repair is a good example.

We can tell somebody they should repair something because replacing it creates unnecessary waste.

Perfectly sensible.

Or we can make repair easier, give them the means to participate in it and create enough satisfaction around keeping something that they actually want to repair it.

The sustainable behaviour is the same, but in one version they’re complying with something they’ve been told is responsible and in the other they’ve chosen it.

If we want sustainable behaviour to become normal behaviour, surely it has to work in the lives of people who aren’t particularly interested in sustainability too.

The person with the fiery eyes probably doesn’t need much convincing. It’s the one edging stealthily towards the fire exit we need to think about.

Could we create an environment where they reach the conclusion themselves rather than handing them a list of things they ought to be doing?

Because nobody particularly enjoys feeling as though they’ve been summoned to the headteacher’s office.

AND SO, IN THE INTERESTS OF AUTONOMY…

Having spent this post suggesting that telling people what to do is not the answer, I won’t do the same with you.

I would merely like to suggest that you may wish to consider this. Or not. Entirely up to you, obviously. I wouldn’t dream of interfering.

I Want to Live in the Land of the Grey

I Want to Live in the Land of the Grey

Business

I Want to Live in the Land of the Grey

Sharon Callcut · 30 September 2026

I Want to Live in the Land of the Grey

On revisiting a blog I’d written about greenwashing, I felt a familiar sense of dread.

Learning to be ‘greener’ was another thing in society that started with great intentions and ended up on the pendulum of doom.

Being greener can only be good, right? We encourage businesses to do more and talk about what great things they’re doing. Customers are becoming more discerning with their choices, which naturally means there’s a commercial value attached to being seen to be green.

Sadly, whenever there’s commercial value, inevitably someone is going to take the mickey.

Enter greenwashing.

Quite rightly, we challenge it.

A picture of two hands cupping a plant and the word eco are no longer enough to convince everyone that you are the new Patagonia.

Good.

Except we just can’t stop pushing.

Businesses genuinely trying to improve have become so worried about being accused of greenwashing that some have now decided it’s safer not to talk about what they’re doing at all.

So now we have greenhushing.

We’ve somehow travelled from:

“Look how green we are!”

to:

“For God’s sake, don’t mention the recycling.”

Just why do we do this so often, without realising our mistakes?

And it’s not just sustainability. We seem to do it whenever we’ve eventually realised the old way wasn’t that great.

Something needs correcting, so we correct it, but rather than taking what we’ve learned and finding somewhere sensible to stop, we keep going until we’ve created a completely different problem. Then somebody points that out and…

Wheeeeeeee.

Off goes the pendulum again.

Maybe the extremes are simply easier. At either end, everything is wonderfully clear: something is good or it’s bad; you’re for it or against it.

The grey means accepting that something can have been a necessary correction and still go too far.

For example, a business can be doing something genuinely positive without being perfect.

Why can’t we accept that we can question part of an idea without rejecting the whole of it?

There’s no lovely, neat rule to sit behind. We just have to look at what’s actually in front of us and make a judgement.

I think I’d quite like to live in the land of the grey.

Not because I don’t have opinions. God knows, that’s unlikely to become a problem.

But because I don’t want every good idea to have to become an absolute before we’re allowed to support it.

There must surely be somewhere between giving a business a halo for changing its loo roll and gagging one that’s genuinely making progress because it hasn’t yet solved every environmental problem known to mankind.

Somewhere between a halo and a gag.

I’m beginning to see where Edgar Allan Poe was coming from.

What Would You Like to Be Liked For?

What Would You Like to Be Liked For?

Branding

What Would You Like to Be Liked For?

Sharon Callcut · 30 September 2026

A row of identical Gilbert garden gnomes with red hats and fishing rods on a factory conveyor belt, with one toppling off the end

One of the problems with branding is that every department has an ego.

Understandably, we tend to pay most attention to the bit we’re responsible for. If you work in marketing, for example, there’s often a natural aspiration towards the cool and creative.

Not particularly relevant if you make garden gnomes, but you do need to be careful they don’t try anyway. Between the original concept and each department adding its preferences, a brand can start to develop stray hairs sprouting in completely different directions.

Sustainable branding can mean two quite different things — how sustainably a business delivers its brand, but also how sustainable the branding itself is.

You may have started with a very clear idea of what you wanted to be known for, but as the business grows, more people quite rightly have a hand in shaping it. New people bring their own ideas, and existing ones will see opportunities to improve things, none of which is necessarily wrong. The problem comes when all those individual improvements gradually move the brand away from what your customers valued about it in the first place.

Imagine you’ve been making garden gnomes for years.

Gilbert is your bestseller, with his red hat, fishing rod and cheerful little face, and your customers love him.

Eventually, somebody decides Gilbert could do with an update. His red hat is a bit obvious, the fishing rod feels dated and that cheerful little face isn’t particularly aspirational.

So Gilbert gets a makeover.

Six months later, you’ve got a very tasteful concrete ornament called G, and nobody likes him.

Nobody deliberately set out to ruin Gilbert. In fact, everybody involved probably thought they were improving him. But in concentrating on making their particular bit better, they gradually lost sight of what people liked about him in the first place.

Of course, your brand is much bigger than the thing you sell. Gilbert is only part of the reason people buy from you. They also have an experience of the company that makes him — how easy you are to deal with, what happens when something goes wrong and all the other things they gradually come to associate with your name.

It’s worth, therefore, changing the thought process away from ‘What would we like our brand to be known for?’ to ‘What do people like us for?’

The answer may have very little to do with the words businesses traditionally choose for themselves. People might like you because your products last or because you answer the phone. They may remember that when something went wrong, you sorted it out, or simply that you’ve retained enough personality that dealing with you doesn’t feel like dealing with everybody else.

And if you know what people genuinely value about your brand, the business has a firm point of reference when making future decisions.

Not a list of approved adjectives, but the thing people would actually miss if you took it away.

Which brings me back to Gilbert.

Because in our enthusiasm to make the brand more sustainable, we’ve replaced a perfectly popular garden gnome with a lump of concrete.

And let’s be honest. Is the concrete version actually environmentally sustainable?

Poor Gilbert.

We’ve managed to lose both meanings of sustainable branding in one rebrand.

Why I Created CALLCUT

Why I Created CALLCUT

Business

Why I Created CALLCUT

Sharon Callcut · 23 February 2026

Sharon Callcut, founder of Callcut Consultancy

There are only so many times you can keep hitting your head against the same pillar.

For much of my career, my desires and my confidence couldn’t have been further apart.

I always had big plans. What I didn’t have was the confidence to put myself at the top of them.

I also thought I lacked the ruthlessness required to be a company head.

I’d seen enough of business to associate leadership with a certain amount of callousness, and I didn’t want to become that person.

So I did what seemed like a perfectly reasonable alternative.

I tried to climb the ladder while dodging the bits of the ladder I didn’t want to stand on.

As career strategies go, there may have been a small flaw in this.

Eventually I reached a point where I seemed to be experiencing all the negativity I associated with seniority and remarkably few of the perks.

And that’s when I realised I’d been approaching it all wrong.

I’d spent an enormous amount of energy trying to navigate around the parts of working life and leadership that didn’t sit comfortably with me.

What if, instead of concentrating on what I wanted to avoid, I put that energy into helping create the kind of businesses I wanted to see?

I already had decades of experience across business strategy, marketing and communications. I’d worked with large organisations, agencies, SMEs, charities and start-ups, and had seen business from enough different angles to know that the problem in front of you isn’t necessarily the real problem.

What I wanted to change was where I put that experience.

I began working with B Corp and the Organisation for Responsible Businesses (ORB), becoming a B Leader and Responsible Business Standard Specialist, because I wanted to understand how businesses could build decency into the way they operated, rather than leaving it to the personality of whoever happened to be in charge.

I qualified as a coach and mentor and continue to volunteer with the Help to Grow Management Mentoring programme because I’d become equally interested in the people expected to lead those businesses.

And perhaps unsurprisingly, I found myself particularly drawn to confidence, imposter syndrome and resilience.

I knew something about the distance that can exist between what you’re capable of and what you believe you’re capable of.

This was the business I actually wanted to create.

Not as my opportunity to finally become the ruthless company head I’d spent years avoiding.

Quite the opposite.

It gave me the opportunity to help prove that you don’t have to be one.