The Spirit of Aloha

The South Pacific and Hawaiian Islands are famously known for their hallmark “Spirit of Aloha.” The Spirit of Aloha is the coordination of the mind, body, and spirit with the land. It’s a pervasive ideology that influences all those who come in contact with the land, both locals and visitors alike.

After my time in Kauai, I can attest to this. As an advertiser, we often tout our clients, products, and services as “the best.” What I learned from the Spirit of Aloha and a few business owners in Kauai, is that “the best” success comes from an approach that is in coordination with the community - an approach that treats everyone with respect and goodwill, and gives back to that from which it takes.

On the mainlands, advertising can seem to take over every inch of the spaces we encounter, but there’s still something special about intimate, community connections.