the connector

your first move is a person.

tend-and-befriend: reaching for others under stress (Taylor et al., 2000).

a pouch of nula calm gum

how it shows up

  • the voice note is eleven minutes long and you feel better already.
  • 'are YOU ok though?' is your reflex answer to 'are you ok?'
  • you scan the room for a face you know.

your superpower

nobody around you is ever alone with it.

watch for

everyone's stress becomes yours, and you are last on your own list.

your reset

one piece for you, and one for the friend you would normally check on first.

shop calm gum

where you sit

37%

of adults worldwide felt a lot of stress the day before they were asked (144 countries, 2024).

Gallup, State of the World's Emotional Health, 2025
41%

of employees worldwide had a lot of stress the previous day.

Gallup, State of the Global Workplace, 2024
5 / 10

the average stress level U.S. adults report, steady for years.

APA, Stress in America 2025
69%

of U.S. adults needed more emotional support last year than they got (up from 65% in 2024).

APA, Stress in America 2025 (Harris Poll, Aug 4–24 2025, n=3,199)
54%

of U.S. adults felt isolated often or some of the time.

APA, Stress in America 2025

the research behind the five types

  1. Problem-focused vs. emotion-focused copingLazarus & Folkman, Stress, Appraisal, and Coping (1984)
  2. The Brief COPE: problem-focused, emotion-focused and avoidant coping familiesCarver, Int. J. Behavioral Medicine (1997)
  3. Tend-and-befriend: seeking others under stressTaylor et al., Psychological Review (2000)

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