10-08-2025, 10:18 AM
In the marketing sector , as well as in the business world and in the field of economic and social studies, it is very common to analyze the context in which we currently find ourselves and name it in a specific way according to its characteristics. This way, we can better understand the reality around us and more accurately adapt the strategies or theories we develop.
In this sense, we currently live in what has been called a BANI environment , a name coined by the thinker Jamais Cascio, considered one of the most brilliant minds telegram number database of our time. BANI stands for: Brittle, Anxious, Non-linear, and Incomprehensible .
Why did Cascio choose these four adjectives to define our times? In this article, we'll explain so you can better understand the world we live in, better understand your audience and the market you operate in, and better design your strategies.
Want to learn the TOP 50 marketing strategies to launch your product ? Click here and download our free ebook (updated 2025 edition).
What is a BANI environment and how to adapt?
What does BANI stand for?
B for Brittle
Citizens view organizations and institutions as solid and strong systems, and they even develop an overconfidence in them. But the reality is that they can collapse at any moment if something unexpected arises that they don't know how to deal with. In fact, when we've seen one falter, no one expected it.
However, a large number of unforeseen events, if handled ineffectively, can ultimately destroy a system or organization.
Translated to the business world, the key in a BANI environment where everything can be at risk is to take few risks and be sure of each step we take , avoiding moving forward if there is something that still needs to be fixed.
A is for Anxious
We live in a world filled with uncertainty and fear , not knowing what's going to happen next. As we know, uncertainty is anxiety's best friend, so it always seems like any decision we make could lead to disaster or misfortune.
This whole mix means that fewer and fewer people in the business world dare to make decisions (falling into inactivity ) and, therefore, many more opportunities are lost along the way.
And what should we do in this context? First of all, although it's important to stay informed, we must avoid falling prey to information overload and focusing only on the negative news with which the media bombards us day after day. Therefore, it's key to balance four factors: disconnection, trust, empathy, and mindfulness .
When we talk about mindfulness, we mean not forgetting the environment in which we live, but trying to think more about how we act, that is, about understanding ourselves.
Furthermore, it is key to see error not as a failure, but as something that can happen and that can be a great teacher.
N for Non-linear
The rules we've been using don't always work, and this is another characteristic of the BANI environment we now live in. This can lead to extreme ambiguity , which must be offset by intuition, transparency, and teamwork .
This type of situation is clearly seen in the issue of professional skills. The skills needed a few years ago are not the same as those needed now.
In this sense, we currently live in what has been called a BANI environment , a name coined by the thinker Jamais Cascio, considered one of the most brilliant minds telegram number database of our time. BANI stands for: Brittle, Anxious, Non-linear, and Incomprehensible .
Why did Cascio choose these four adjectives to define our times? In this article, we'll explain so you can better understand the world we live in, better understand your audience and the market you operate in, and better design your strategies.
Want to learn the TOP 50 marketing strategies to launch your product ? Click here and download our free ebook (updated 2025 edition).
What is a BANI environment and how to adapt?
What does BANI stand for?
B for Brittle
Citizens view organizations and institutions as solid and strong systems, and they even develop an overconfidence in them. But the reality is that they can collapse at any moment if something unexpected arises that they don't know how to deal with. In fact, when we've seen one falter, no one expected it.
However, a large number of unforeseen events, if handled ineffectively, can ultimately destroy a system or organization.
Translated to the business world, the key in a BANI environment where everything can be at risk is to take few risks and be sure of each step we take , avoiding moving forward if there is something that still needs to be fixed.
A is for Anxious
We live in a world filled with uncertainty and fear , not knowing what's going to happen next. As we know, uncertainty is anxiety's best friend, so it always seems like any decision we make could lead to disaster or misfortune.
This whole mix means that fewer and fewer people in the business world dare to make decisions (falling into inactivity ) and, therefore, many more opportunities are lost along the way.
And what should we do in this context? First of all, although it's important to stay informed, we must avoid falling prey to information overload and focusing only on the negative news with which the media bombards us day after day. Therefore, it's key to balance four factors: disconnection, trust, empathy, and mindfulness .
When we talk about mindfulness, we mean not forgetting the environment in which we live, but trying to think more about how we act, that is, about understanding ourselves.
Furthermore, it is key to see error not as a failure, but as something that can happen and that can be a great teacher.
N for Non-linear
The rules we've been using don't always work, and this is another characteristic of the BANI environment we now live in. This can lead to extreme ambiguity , which must be offset by intuition, transparency, and teamwork .
This type of situation is clearly seen in the issue of professional skills. The skills needed a few years ago are not the same as those needed now.