The resilience it takes to start again

As we left Grenada behind sailing north, we stopped at Union Island.

One of the things about sailing is that you are constantly checking in and out of countries. It is more extensive than coming in on a plane because you technically need to take a boat into the country and out each time. So you do immigration and customs—order tbd by country.

We ducked into Union Island, the first island north of Grenada, with a check-in port. It is the island most south in the St Vincent and the Grenadines Island chain. Technically, it is part of the Grenadines, I guess.

As I can figure, the Grenadines north of Union Island are small, exclusive islands for the rich. Only private planes, etc., are allowed. You get the picture.

Union Island has some of that, but it is more of a place where people live.

In early July 2024, Hurricane Beryl crushed this island. It literally crushed it.

We are living in a moment of high-visibility natural disasters. One natural disaster is not more impactful than another. But what is true is that the spotlight stays on some longer than others. And let’s be honest, it did not remain on Union Island long.

Eight months out, and from what I can tell, very little has been done. Union Island, I would assume, is not a “rich” island but rather a modest island. It is filled with people who call it home. They are struggling to rebuild.

But the spirit and commitment is high. It is inspirational. And a reminder that there is a power in rebuilding. Rebuilding can suck. Yes. But it is also an opportunity to do things a little differently, to make minor improvements, and maybe to make it a little different and better. Maybe.

The spirit of the people here is strong. The ingenuity is strong, and nothing demonstrates that more than the make-shift restaurant on the beach for people to stop by for a drink or dinner. Built after everything was destroyed because it is their livelihood.

The community on Union Island reminds us that disasters are happening everywhere, and they all deserve our attention. But it also reminds us that we move on quickly and more quickly from communities hit by disasters that do not involve celebrities, award shows about movies, or brands buying out of homes.

I find brands' rush to the LA area devastated by the fires, throwing up OOH, posting on their social media, and running ads completely tasteless and self-serving. Sure, I get the point. They are in that community and are leaning in to make things better. But in doing so, they cannot help but tell people about it, so they “get credit.” Sometimes, making a difference is most impactful when we bypass self-promotion and do the right thing.

No brands bought out-of-home ads on Union Island, but it still deserves our attention