My final year of high school and first year of university can only be characterised as a tragic error in fashion. While those around me remain adamant the poodle perm atop my head was indeed a good statement, I cannot help but look back and cringe. After all, poodles ought to be on the ground and left free to reign as they please (not on someone’s crown). The challenge is, as I swiftly then discovered the beloved GHD hair iron and the beauty of straight hair, my life in a poodle-free environment was in fact pretty short-lived.

Fast forward to a number of years ahead – the exact number of which we will refrain from mentioning – and I am plagued now by a different kind of perm, and one that is arguably more aggressive and indubitably garish. This perm, too, is very off-brand for my particular character. Thankfully (struggle in numbers, right?), I am not alone on this one. This perm, as luck would have it, is also the Collins Dictionary word of the year. Even for those who are not on my wavelength of dictionary-loving nerd, it’s a development that speaks volumes. “Permacrisis” as Collins defines it, is “an extended period of instability and insecurity.”

It pays homage to the reality of life today, including the ongoing crises in the UK, global political instability, our crazy fuel prices, inflation on steroids, the Ukraine-War, the worsening impacts of climate change, and the costof-living crisis. The dictionary giant goes on to note this as “a term that perfectly embodies the dizzying sense of lurching from one unprecedented event to another, as we wonder bleakly what new horrors might be around the corner.”

It is considerably worse than a perm, of course; my comparison is almost laughable. What is also, however, possibly laughable, is that while no too-soon shower or GHD can be argued as a weapon to save the world or wield permanent change, our proverbial straightener in this global permacrisis can take many a form. It could be brands that stand for something and fall for nothing (Nike or comebacks from Tiger or Ben & Jerry’s on environmentalism); products that hold purpose over profits (Toms shoes or Grameen Bank); and even brands that find a way to bring us back to the good in humanity. The latter is amongst my favourite things about this time of year, because it brings even the smallest dose of cathartic reprieve from the otherwise grave permacrisis reminders we see, hear and feel on a daily basis.

My favourite one this year is without a doubt John Lewis, the British department store winning hearts and minds with a television commercial that holds more weight in emotional realism and pulls at our heartstrings than any big budget could ever achieve. Dubbed “The Beginner”, there is no celebrity appearance, fancy shoot locations or big production effects. Just simple, real, and human. As Pie News summarises, “A man is shown struggling to learn how to use a skateboard. Late at night and in every spare moment he’s seen falling and picking himself up with a determination which tells us this is important. And then we see why. A doorbell rings and waiting is a nervous young girl, Ellie, and her accompanying social worker. Skateboard in hand, she is welcomed by people who are reaching out to her, trying to understand her interests so she can feel at home.” It’s so much more than even words can describe, however. It’s raw emotion human vulnerability and the simple and honest look of a man showing sacrifice and care for another person, a child no less. It’s kindness, compassion, and a much-needed reminder that what we do for others truly matters. As John Lewis notes, “It’s the things we do that mean the most.” And what could be more relatable than that? The simple power of thought, consideration, and realisation that with all the frightening things happening in the world, our perm-come-permacrisis really is incapable of stamping out any shred of human goodness.

On the face of it, life has not changed. Britain has still gone through more Prime Ministers this year than we can keep score of, the cost of living is as shocking as it was just yesterday, and climate change has certainly not taken a turn for the better. But just for a few moments, or 1 minute and 30 seconds to be precise, we smile. It’s as honest and authentic as can be, and we feel warm and fuzzy just watching it, remembering that when the simple act of kindness is practiced in an everyday life scenario, that proverbial poodle perm doesn’t feel wholly cumbersome. Even if just for a little while, we have sleek, straight, pure goodness, and life feels good. That’s the power of storytelling, or of good storytelling at least. It has the power to bring comfort and escape. Now if only we saw more of it from storytellers across the world who recognise they have a role to play in helping humanity through the gosh-awful word of the year for 2022.

*Kala-Essack is the General Manager & Lead Consultant of Hotwire. A CIPR Chartered PR Consultant, she is passionate about communications and the power of the written word to shape hearts, minds and perceptions in modern societies