Rural Leader Magazine November 2020

NOVEMBER 2020

COVER STORY

Study: Minority-owned small businesses in the U.S. are better at adapting to COVID-19 and showing more optimism than others, pg. 20 GetRuralLeaderMag.com | NOVEMBER 2020 1

Contents

5 Three Focus Areas to Get Your Finances Back on Track Publisher and Editor-in-Chief Kuanita E. Murphy, PhD Rural Leader Magazine, LLC is a digital publication that highlights every day people doing extraordinary things nationally and abroad. www.RuralLeaderMag.com www.GetRuralLeaderMag.com

About Us

Launched in March 2014, Rural Leader

Magazine, LLC is a digital publication with a mission to highlight every day people doing extraordinary things in business, education, music, community, art, sports, and leadership nationally and abroad.

Rural Leader Magazine honors exemplary individuals on a variety of levels, such as the 20 under 20 Honors, 40 under 40 Honors, Best Small Town Restaurant, Small Town America’s 100 Most Influential People, the Scholars of Collegiate Distinction, Fifty under Fifty, and the Eagle Elite Club.— Reproduction in any manner, in whole or in part, in English, or other languages, is prohibited without written consent.

Send editorial ideas to Kuanita Murphy, PhD, Editor-in-Chief editor@ruralleadermag.com Contact Us info@ruralleadermag.com editor@ruralleadermag.com

6 Is this the right time to switch careers?

Many people are discovering passions during the pandemic 8 How Agriculture Helps Keep the U.S. Economy Moving Forward 10 Budget-friendly Tips for a Safe and Joyous Holiday 2020 12 How desk booking software can help colleges go back to school and businesses return to work

15 Worried about the COVID learning slide?

4 steps parents can take 16 The top 5 trends driving Gen Z and Millennial Culture right now 18 Families Find an Unlikely Remedy for Pandemic Stress COVER STORY 20 Study: Minority-owned small businesses in the U.S. are better at adapting to COVID-19 and showing more optimism than others 21 Five ways to Become a Better Remote Citizen

Tell us what you think about our publications, if you have a great idea for a story, or to just share. We may print your comments in Rural Leader Magazine. By sending us your comments, you’re giving permission to call you for an interview. Please be sure to include your name, address, email address, and phone number so we can reach you. Write to us at info@RuralLeaderMag.com— SUPPORT OUR VISION

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Editor’s Note Dear Readers, Inside this issue, there are a number of great articles about leadership best practices, building positive self-esteem and productivity! We hope you enjoy this issue.

As always, I hope you enjoy this issue and continue to follow us on Facebook, Twitter, Instagram, Google +, and LinkedIn. Thanks again for your continual support!

Sincerely, Kuanita E. Murphy, PhD Publisher/Editor-in-Chief

What you do matters. @RuralLeaderMag

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Three Focus Areas to Get Your Finances Back on Track The COVID-19 pandemic has hit many people hard financially. From furloughs to job loss and from strict budgets to depleted savings and much more, people are making adjustments as needed. It’s important to stay focused on your financial well-being and take simple steps so you can recover and thrive in the future.

“Many people who have experienced financial disruption need some help to get their savings back on track,” says Andy Harmening, Consumer and Business Banking director at Huntington. “Even in a strong economy, managing everyday finances can be stressful. Fortunately, with a little diligence and some digital tools that make it easier to save, people can find the financial peace of mind they’re looking for.”

Harmening says it is possible to improve your finances in a post-COVID world by focusing on three key areas: Create an updated, agile budget. Your income may change, so it’s important to understand your spending habits and create a realistic budget. Track all your spending for a month and separate out necessities versus nice-to-have items. You can also input your income and expenses and let an online budget calculator do the math.

Keep in mind variables due to the pandemic that may impact your budget. For example, a shorter work week, lower gas prices, more money on groceries and perhaps less money eating out. You’ll want to

incorporate these positive and negative changes, and if possible, leave some wiggle room for future changes. Additionally, some things like gym memberships and parking passes may have paused when the pandemic started but are now being charged again. Sophisticated online banking solutions, such as a spend analysis tool, can give you an eye-opening look into how your spending adds up so you can make smart adjustments.

Replenish emergency funds with smart tools.

Many people have tapped or even drained their savings to make ends meet as the pandemic hit. By updating your budget and getting ahead of spending, you can start to replenish emergency funds. Saving even a small amount regularly can help create an emergency fund that will put you in a better position to handle the potential of future financial challenges.

Small amounts over time - even just $5 - can add up to a robust emergency fund that provides peace of mind. Money Scout by Huntington is a new tool customers can enroll in that analyzes spending habits, income, and upcoming expenses and finds money you’re not using in your checking account. Then, it moves that money, from $5 to $50, automatically to your savings, up to three times a week. Bit by bit, it will help you build savings.

Automate bills and pay down debt. To keep your credit healthy, take steps to pay your bills on time and start reducing debt. A good first step is to autoGetRuralLeaderMag.com | NOVEMBER 2020 5

mate wherever possible. Direct deposits and automatic bill payments ensure nothing gets overlooked or falls through the cracks in spending and saving.

If you’ve leaned on your credit cards during the pandemic, pay down the debt with the larger interest rate first to avoid wasting dollars on paying interest, even if that means paying smaller debts first. This will help you save money in the long run.

Keep in mind, it can be tempting to tap into money set aside in a retirement plan to cover expenses, but even if that can be done without a penalty, it can

rob you of potential financial security down the road.

If you need to pause contributing to a retirement plan temporarily to get finances back on track, that’s OK. But avoid borrowing from these accounts and start contributing to them as soon as you’re able to set yourself up for a bright financial future.—

Is this the right time to switch careers? Many people are discovering passions during the pandemic The COVID-19 pandemic has impacted people in countless ways. From quarantine and social distancing to remote working, furlough and job loss, many people are reassessing how they spend their time and make money. Turning proverbial lemons into lemonade, people of all ages and backgrounds have decided to pivot their careers to do something that they truly enjoy.

Time provides the gift of insight. With extra time at home, people are taking stock of their jobs and what paths might make most sense for the future.

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They also have time to explore hobbies and passions that may have been put on hold previously. Finding enjoyment in these activities and realizing strengths and talents, this can be the inspiration for a new chapter. Here are a few examples: * Limited restaurant hours and options paired with ample time to spend in the kitchen has inspired foodies to flex their culinary muscles. Some have started showing off their creations on social media and even recording how-to videos to share with friends and family. Live cooking videos may have

been a fun way to connect socially with others from a distance. * Having last-minute needs for household supplies, such as desks for the whole family, DIYers started working on projects in garages and sheds, realizing they have a maker mindset and handy capabilities.

Talking with others and sharing images of finished projects, they’ve discovered their talents are in high demand, and others are interested in their creations. * Unexpected changes due to hour reduction, job loss and more have financial consequences for many families. Number-minded people rise to the challenge, creating agile budgets that help their family thrive in uncertain times. These people may even share their budgeting tips with others and find joy in helping people discover financial security.

The silver lining of the pandemic is it has given the gift of time for reflection and self-discovery. However, it’s one thing to enjoy a talent or passion; it’s another to figure out how to monetize it.

Desire inspires the need for change. Being your own boss is appealing to many people. If you’ve discovered a talent and you want to make it a career, it’s important to explore options that can help set you up for success. Taking orders for custom-made desks can be a rewarding side gig or even full-time career, if you have the space, the right tools and organization skills. Passionate cooks can explore culinary school and consider hosting online cooking classes to help garner some money and grow their reputation.

For people with a knack for finances, there’s no better time to explore the possibilities for a bright, vibrant new career as a financial professional. Organizations such as The Guardian Life Insurance Company provide training on how to build your career and find clients. They partner you with mentors in a team setting so that you can learn from peers as you help clients reach financial confidence. They even provide proprietary software that will help you build plans for clients so they can visualize their future success.

“I chose to become a software engineer because I saw tech companies innovating and helping people.

After about four years, I realized sitting at a desk all

day and not meeting the people that I was serving was not providing me the fulfillment I was looking for. I spoke with my uncle who is a financial representative and he introduced me to a local firm. I love being able to make an impact on my clients’ lives and building real relationships with them. There is no greater feeling in the world than there is to empower people to live their lives to their fullest!” says Tyler Wilmot, Financial Representative, New York, New York.

Financial representatives are in high demand.

Becoming a financial representative can be ideal for someone with an entrepreneurial spirit. A financial representative is someone who owns their own business and makes their own hours. You can decide areas of specialty and what you’re most passionate about.

Helping others feel confident in their financial wellness now and in the future is a source of pride.

For people with a desire to help people address financial challenges, it’s a wonderful job opportunity with high-growth potential. Financial representatives come from all backgrounds and exploring this career doesn’t require previous experience. There is a growing need in the industry to have people from diverse groups become financial representatives in order to best represent a diverse group of clientele.

The first step is learning more at https://www. guardianlife.com and then filling out a free application. The Guardian Network can provide the knowledge and support for you to be as successful as you are driven to be.

Is it time you changed your future? Many people have been reassessing their life path during the pandemic and desire to make a change so they can spend their time doing something they love while making an honest living. If this is something you’ve been thinking about, there’s no better time to consider options and opportunities.—

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How Agriculture Helps Keep the U.S. Economy Moving Forward Despite the economic challenges since the beginning of the global COVID-19 pandemic this year, one area of the U.S. economy is still going strong: agriculture. Amid so much uncertainty, food security is essential to the population of the United States and the world.

Currently, American farms not only grow enough food for America’s 330 million residents, but they also export more than 20% of what they produce to international markets, according to American Farm Bureau Federation economist Veronica Nigh.

The pandemic had some impact on exports, although the effect appears to be temporary. “International buyers’ ability to purchase U.S. ag products isn’t what it was before the COVID-19 outbreak, but it appears this situation is just a temporary shock,” says Nigh. “America is in a strong position when things normalize after COVID-19.”

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The importance of agricultural exports to the U.S. economy. All of the agriculture exports America produces help to drive the farm economy of the United States and the country’s economy as a whole. Top exports include soybeans, corn, wheat and cotton.

According to the U.S. Department of Agriculture, the dollar value of agricultural exports in 2018 was nearly $140 billion, combined with nearly $163 billion in additional economic expenditure stimulated by agricultural exports - adding to a combined total of almost $303 billion.

AgExportsCount.com reports that approximately one million jobs are supported by U.S. agricultural exports, including 764,000 jobs in the nonfarm sector. Those non-farm jobs are connected to areas such as supplying seed and crop protection products, transporting commodities, plus processing and distributing agricultural products for export.

Population growth and agriculture demand. Demand for U.S. agricultural products can grow with more trade partnerships. According to the United Nations, the current world population is 7.8 billion, and more than 95% of those people live outside of the United States.

“The global population is projected to soar to nearly 10 billion people by 2050,” says Sara Wyant, veteran farm policy reporter and president of AgriPulse Communications, Inc. “We need to keep looking at areas around the globe where demand growth is likely for U.S. ag products.”

Growing populations in many parts of the world, like India and African countries, will likely need more U.S. agricultural exports.

“The key is to avoid focus on just a few trading partners,” said David Widmar, agricultural economist with Agricultural Economic Insights. “We need to maintain and grow trade with a host of countries.”

How U.S. farmers can thrive. To succeed and expand agricultural exports moving into the future, American farms need to continue to produce the most marketable crops possible, using elite seed genetics and proven crop protection products.

“Twenty years ago, hardly any farmers were using fungicides in corn,” said Lynn Sandlin, business intelligence manager at Syngenta. “Now, growers have Syngenta products like Trivapro and Miravis brand fungicides for broad-spectrum disease control and plant-health benefits. These help farmers grow the very best crop possible, in terms of quality and yield potential.”

Optimizing a crop’s potential in these ways is crucial - not only to continuing to feed all of America’s families, but to encourage and keep up with increasing global demand for U.S. agriculture exports.

To learn more about the role of the agriculture industry in the economy, visit www.SyngentaThrive. com.

Despite all of the unprecedented economic challenges since the beginning of the global COVID-19 pandemic this year, there’s one area of the U.S. economy that is still going strong: agriculture. Even in the midst of so much uncertainty, the population of the United States and the world still needs nutritious food.—

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Budget-friendly Tips for a Safe and Joyous Holiday 2020 Uncertainty continues into the 2020 holiday season, with limited travel, canceled events and strict budgets changing how Americans will celebrate this year. According to a recent Coinstar Holiday Survey, the majority of Americans said COVID-19 will influence how they celebrate the holidays.

Fortunately, by thinking outside the box and keeping a positive attitude, you can stay healthy, stretch funds and create merry moments. Let these tips inspire you to celebrate the holiday season safely and on budget: Maintain traditions in new, safe ways. Traditions bring comfort and hope, so rather than forgoing beloved activities due to coronavirus concerns, get creative instead. Plan a car caravan to look at holiday lights and have everyone keep a scorecard of favorite houses including winners for most creative, brightest, funniest and overall best. Set up a video chat and bake favorite holiday treats in real time from afar.

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Relatives can virtually tuck kids into bed by reading classic holiday books through a free digital video platform. These activities are safer to enjoy and will create meaningful memories to make the season special.

Make gifts to save money. You can still have a wonderful holiday even on a tight budget. A budget-friendly option is to make it a homemade holiday this year. Face masks and hand sanitizer are great stocking stuffers that you can make and will be appreciated, especially this year. Patterns are readily available to make face masks and you can find recipes online for creating custom hand sanitizer. Another idea is to choose all handmade gifts from Etsy or local artists in your area, so you can give unique presents while supporting small businesses.

Cash in spare change. Even with fewer in-person gatherings and reduced gift giving this season, most people have increased expenses during the holiday

season. Cashing in spare change is a good way to stretch your budget. Research shows Americans with spare change at home estimate that they have on average $113 in and around their homes. These funds can be used to buy gifts or apply to other holiday expenses. Coinstar kiosks found at most grocery stores are an easy way to convert loose change for cash, a no-fee eGift card or tax-deductible charity donation.

Plan a virtual gift exchange. According to the Coinstar Holiday Survey, two in five Americans who say their holiday will be different due to COVID-19 say they do not plan to travel or attend in-person gatherings. To enjoy the holidays safely, consider a virtual gift exchange with friends or family. Drop off or mail gifts and plan a time for everyone to video chat and open presents together. Get dressed in your favorite holiday attire to make the event feel special, whether that’s festive formal wear or ugly sweaters and sweats. Then, take turns opening gifts and feel the joy.

Give gifts with meaning. Rather than a traditional present, consider alternative gifts that show you care.

Do you have a talent that would benefit others, such as tutoring a friend’s child who is studying remotely? Could you drop off a meal for a senior who’s homebound? Could you donate a snack basket for hard-working delivery personnel? Lastly, instead of a present, you could make a donation in the recipient’s name to a charity close to that person’s heart.

Delay holiday celebrations. All of these ideas can help you maximize the holiday season, but if you still long to celebrate in person, consider planning a gathering for later in 2021. According the survey, about half said they would consider “Christmas in July” in 2021 for in-person celebrations. So, whether it’s a summer Christmas event, an early Friendsgiving or another winter holiday, it’s something to look forward to once it’s safe again. Send out “save the date” invitations and put your creative juices to work for a summer get-together.—

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How desk booking software can help colleges go back to school and businesses return to work Since the COVID-19 pandemic, university administrators and employers alike are searching for ways to welcome people back safely. Their needs are complex: Higher education institutions must schedule for multiple buildings and even multi-campus environments while trying to maintain social distancing, and businesses need to find ways for employees to safely return to the workplace, along with visitors, vendors, and clients.

Recent technological advances have provided solutions, offering office and university administrators useful tools to help maintain social distancing, 12

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schedule extra cleaning - and even initiate contact tracing when someone becomes infected.

Here are ways this new desk booking software can help colleges and companies get going again.

Campuses. Leading cloud-based business software company Epazz, Inc. (Ticker: EPAZ) has developed desk & room booking software called DeskFlex, which is becoming instrumental in helping higher education institutions with their unique scheduling needs.

This software system allows schools to seamlessly schedule multiple classrooms, meeting spaces, and

even reserve equipment for faculty and staff. The system ensures that rooms have occupants within the safe capacity, helping the staff and students maintain social distancing. Faculty and students can quickly check classroom reservations, preventing confusion, double-booking or lost reservations. Students can even use the room scheduling software to reserve study spaces, lab spaces or club events.

Universities can also use advanced Bluetooth beacons installed in hallways and other areas to detect how many students are present, helping to prevent overcrowding.

All of these innovations work together to establish and enforce health and safety guidelines across a college campus.

Offices. Similarly, companies can use DeskFlex to schedule desk or office space, ensuring that employees are maintaining social distancing. Vacancy sensors monitor which workstations are available, allowing employees to book a vacant desk before arriving to avoid unnecessary contact. Software tools like this are essential to managing office space, improving productivity and allowing staff to return to work in a safe environment.

The system even allows for automatic notification of cleaning staff after a desk or office reservation ends, allowing time to sanitize the space before the next employee arrives.

Just as with universities, employers can use Bluetooth beacons throughout offices to automatically count who is there, to limit capacity in any given area.

DeskFlex hardware reduces the need to touch shared surfaces. For example, users can check-in and out from room reservations using the QR code scanner of contactless room displays and FlexCube devices. Lobby kiosks make it easy for users to find available workstations with just a few taps on the screen.

Contact tracing feature. Advanced Bluetooth technology also allows businesses or universities to conduct contact tracing. When a student or employee checks into a building, the Bluetooth beacons regularly update their signal to a central server. It keeps a record of users’ login activities, reservations and location in an office or on campus. When users move around the office or school, other Bluetooth beacons pick up their mobile signals and register their position.

DeskFlex’s Contact Tracing software screens students, faculty, employees and registered users for symptoms of coronavirus upon logging into the system. If a student or employee tests positive for COVID-19, the Contact Tracing tool can run a report on that user’s geographical data. Administrators can analyze the user’s data and create a report listing other users who were present in the same location at the same time as the infected individual. The employer or school can then immediately locate and recommend quarantine for those users.

Proactive virus defense. Thanks to machine learning, recent software innovations provide facial biometric information upon someone’s entry into the building. Then the system automatically alerts management when it detects elevated temperatures or people not wearing protective masks. When someone is not wearing a mask or has an elevated temperature, the system will deny them entry to the building, helping to protect the health and safety of everyone at that facility.

Compared to other room booking providers, only DeskFlex can effectively address the coronavirus threat in the workplace with its latest software and hardware innovations. Built-in customization features also let each business or institution modify it according to that organization’s needs.

Visit DeskFlex.com to learn how to help your school or business get back to work.—

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Worried about the COVID learning slide?

4 steps parents can take School is so unpredictable this year, it’s hard not to worry about the what ifs. What if my child falls behind due to distance learning? What if my kids have trouble getting back to in-person learning? It’s an anxious time for many parents.

In fact, a recent Understood/YouGov survey of 2,000 parents of 5- to 17-year-olds, shows that 71% are worried that their children will face challenges this year. For parents of kids who are diagnosed with or show signs of learning and thinking differences, that number is 79%. And nearly half (48%) of all parents are worried about their child being left behind because of the “COVID slide.”

The shutdowns last spring gave parents a window into their children’s learning and behavior. And for some, it raised new questions - and concerns. Questions like: * Why is my child so daydreamy? * Is it normal for kids to have meltdowns this often? * Why is my child still struggling with reading? * Do other kids have this much trouble following directions?

Nearly four in 10 (37%) parents surveyed by Understood have noticed new or different behaviors in their child during the pandemic. Trying to make sense of challenges or differences isn’t always easy.

But getting answers allows parents and professionals to get kids support at early as possible.

“Every child is unique, so it’s difficult for caregivers to know which behaviors are normal for their age and which might be flags that something else is going on,” says Bob Cunningham, executive director of learning development for social impact organization Understood. “Families are spending more time together and some may have started to notice things they didn’t before. The good news is there are some easy steps they can take.”

What are learning and thinking differences. Kids develop at different rates, so it can be hard for families to interpret what they’re seeing. Some of these struggles can also be a sign of learning and thinking differences like dyslexia, ADHD and dyscalculia (a learning disability in math).

At least 15 million children in the United States - one in five - learn or think differently. They may struggle with different skills, including reading, writing, math, focus and following directions. Sometimes those challenges are obvious, but other times the signs can be confusing. For example, difficulty with

spelling can be a sign of a reading challenge. Not being able to tell time might be a problem with math.

Because the signs of learning and thinking differences aren’t always clear, Understood developed a free tool called Take N.O.T.E. in partnership with the American Academy of Pediatrics. It’s designed to guide families to get answers about what they are seeing in their child.

4 steps to start finding answers. The Take N.O.T.E. tool centers on a simple four-step process: Notice if there’s something going on with your child that’s out of the ordinary.

Observe and keep track of patterns in your child’s behavior.

Talk to your child, teachers, aides and caregivers about what you’re observing.

Engage with trusted professionals, like pediatricians.

“Not knowing what different behaviors or struggles mean or how to help can feel stressful and overwhelming for parents and caregivers,” says Cunningham. “These four steps can help you learn more and move down a path to best help your child. Everyone who learns and thinks differently should feel supported at home, at school and at work.”

Visit u.org/takenote to learn more and access Take N.O.T.E. in English or Spanish. You’ll find a free digital resource with the tools to notice, observe and track patterns in your child’s behavior.— October is Learning Disabilities, Dyslexia and ADHD Awareness month. Survey Methodology: YouGov, on behalf of Understood, conducted an online survey among parents of children ages 5-17 (referred to throughout as parents ) in the U.S. A total of 2,049 parents were surveyed.

For the purposes of this survey, parents of a typical children are defined as those whose children have not exhibited signs of learning differences or have not been diagnosed with a learning difference. This is in contrast to parents of children who are symptomatic or have been diagnosed with a learning disability or ADHD. The survey was conducted between July 22 and August 3, 2020.

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The top 5 trends driving Gen Z and Millennial Culture right now Memes, stans and DMs, oh my. If your knowledge of the digital generation ends there - or if none of those words meant anything to you - this article is for you.

Advertisers are trying to understand them, thought leaders are desperate to reach them, and brands are bending over backward to appeal to them.

Whether you realize it or not, Gen Z - or the global cohort of teenagers and young adults ages 15-25 - is next in line to inherit the complex world that is 2020.

Beyond the viral dance videos and the social media slang, however, lies a much deeper cultural tide to be uncovered. And as we look to the future, we’re all interested in getting to know the generation that will lead us there.

According to a Spotify survey, Gen Z is informed, progress-oriented and driven In the year that shook the world, it seems that the youngest generations are getting ready to lead the charge for change.

New research from Spotify takes a closer look at the cultural force that is Gen Z, revealing them to be a passionate crew of young people taking the reins for their future - plugged-in, podcast-listening individuals who are streaming news podcasts The Daily, NPR News and The Journal. A progress-driven group more interested in moving forward than they are in political parties. A dynamic unit made up of independent thinkers, who intend to be their own bosses one day (if they aren’t already).

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This study, part of the annual “Culture Next” report compiled by Spotify and others, looked into the issues, topics and trends driving culture for Gen Z and Millennials around the world.

The survey used a combination of qualitative and quantitative analyses to compare the attitudes and opinions of Gen Zs (15-25) and millennials (26-40) in Australia, Brazil, Canada, Germany, India, Indonesia, Italy, Mexico, Spain, United Kingdom and the United States during two distinct time periods - fall/ winter 2019-2020 and July/August 2020.

Top trends defining Gen Z culture in 2020. Here are the top 5 insights Spotify uncovered - from politics and partisanship, to entrepreneurship, to the ways in which the youngest generations are engaging with and consuming audio content. * Progress Over Partisanship * 65% of Gen Zs in the U.S. aged 18-25 said they are planning to vote in the upcoming U.S. election in January 2020. In August 2020, this increased to 72%. * 71% of U.S. Zs and millennials are less interested in political parties than they are in moving forward. * When we asked U.S. Zs and millennials what they want to see out of brands, 93% chose “purpose” over “politics.” * Gen Zs Globally Mean Business * Globally, 1 in 3 Zs age 17 and under said they may not go to college and prefer to start a business instead. * 89% of U.S. Zs considered an education plan other

than a four-year degree immediately following high school. * 65% of those Zs we spoke to globally said they plan to be, or already are, their own boss. * And in July, more than 50% globally said they’re more inspired to start a business than they were before the pandemic. * Gen Zs and millennials in the U.S. Credit Sound as Therapeutic and a Force for Community Building * Emotional, therapeutic, personal - when we asked Zs and millennials in the U.S. which qualities make sound powerful to them, those words rose to the top. * 72% of American Zs and millennials surveyed said voice makes us more sentimental toward our devices, and 58% said sound is at the forefront of humanizing technology. * 73% of U.S. Zs and millennials said they use audio to cope with stress and anxiety. * Among Zs and millennials, audio was consistently identified as a powerful force for community-building: 80% said music streaming services offer a gateway to other cultures, and we’ve seen this - in one month last year, over 60% of Spotify users discovered an artist from a country outside their own. Plus, 69% believe music is a great way to find community.

* Getting to Know (and Like) Mom & Dad Through Music & Podcasts * More than ever, audio has been helping families connect - in July, 77% of U.S. parents told us music does exactly that, and the kids seem to agree. * 64% of young people globally said listening to their parents’ music gives them a better sense of who their parents are, and 78% of parents globally said music is a way they bond with their kids. * 86% of parents globally said technology has fueled their family’s discovery exponentially. * 72% of parents globally said today’s kids are “light years” ahead of where they were at their age as a result. * Gen Z Listening Trends on Spotify in the U.S. This Year * This year, the top 5 podcasts among Gen Z listeners are Call Her Daddy, The Daily, NPR News Now, Crime Junkie and The Journal. * On the music front, Gen Z’s top playlists are Today’s Top Hits, followed by RapCaviar, and our Sleep playlist.—

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Families Find an Unlikely Remedy for Pandemic Stress There’s no doubt these are stressful times. Due to the pandemic, everyone’s lives have been turned upside down. This is especially true for families coping with altered routines at school, learning from home or both. Children are stressed about their routines, and parents are anxious, too.

Emily Hanley, mother of 6-year-old Cameron, said this year became increasingly challenging for her family. “Bedtimes got later, meals were refused, and every little choice became a battle. We all put up a strong front for those first six months, until getting back into a school routine threw us off,” she said.

How children learn to cope. Research has shown that children often cope withstress by projecting their feelings and worries onto toys, stuffed animals and dolls. The Committee for Children, a global nonprofit leader in social-emotional learning, spent more than three years studying this concept, and then teamed up with Sproutel, a play-focused design studio best known for toys like Jerry the Bear for children with type 1 diabetes and My Special Aflac Duck for children with cancer, to bring their research to life. The result of their collaboration? Purrble - an interactive toy designed to help children learn to selfsoothe during stressful times.

“When kids respond to stress with emotional outbursts, it can be hard on the whole family,” said Kate Gallo, product manager for Committee for Children’s 18

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Innovation Lab. “Purrble isn’t about getting rid of big feelings, but empowering kids to understand they’re in the driver’s seat when big feelings happen. Research has proven children can learn to calm themselves by helping someone else calm down.”

After trying everything from essential oils to meditation to calm her son, Hanley ordered a Purrble. “It hasn’t even been a full 24 hours, and my son is happily giving him a tour of our house and introducing him to his other stuffed animals. His job is to keep his Purrble calm and happy. I can already sense he is exuding calm to keep his little furry friend calm.”

Enter: An unlikely remedy. When Purrble is first turned on or is startled (for example by being turned upside down), their heart beats quickly, inviting kids to calm them down. High-tech sensors allow Purrble to respond to touch and fidgeting, so when kids pet their companion, Purrble’s vibrational heartbeat slows into a gentle purr.

“As kids explore the toy, they learn to care for Purrble, interpreting the purrs, heartbeats and reactions,” said Aaron Horowitz, co-founder and CEO of Sproutel. “The discovery process helps kids to not only develop these self-calming skills but to take charge of how they learn.”

According to research, when taught at a young age, these coping and social skills can lead to better long-term emotional, social and academic outcomes

into adulthood, not to mention the benefits of in-themoment self-soothing.

“I could sense Cameron’s anxiety creeping in,” said Hanley, remembering the early months of the pandemic. “And how could it not?” However, for the Hanleys, Purrble made all the difference.

And the Hanleys are not alone. In a preliminary study conducted with real families earlier this year, parents found that when their child was heading for a meltdown or just having a bad day, Purrble could help transform tantrums into moments of calm. In fact, of the 73% of these parents who reported their child was experiencing challenges with emotions, concentration and behavior during the pandemic, 91% of these said Purrble played a role in improving these struggles.

“With the coronavirus, being home is extra challenging for everybody,” said mom Stephanie

Blanchard, whose family participated in the trial. “It’s hard for kids to understand what’s going on. When my 6-year-old, Sophie, was stressed or having a tantrum, I would say, ‘Hey, go get Purrble. Can you calm Purrble down?’”

A companion for all ages. From parents and children to 20-somethings and grandparents, people of all ages are discovering the calming effect of Purrble - grandparents who ordered one for their grandchild and ended up loving Purrble so much they ordered another for themselves, young adults grappling with anxiety and even teachers using Purrble as a classroom management tool.

In a year when everyone - kids and adults alike - is having a challenging time finding calm, Purrble is lending a paw.—

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COVER STORY

Study: Minority-owned small businesses in the U.S. are better at adapting to COVID-19 and showing more optimism than others It’s not surprising that many small businesses are struggling to maintain operations, earn profits and sustain their work forces in the wake of the economic downturn caused by the COVID-19 pandemic.

However, many minorities who own small businesses across the U.S. remain more optimistic about the future than their non-diverse counterparts, though they acknowledge a need for greater support from the government from their communities and from the private sector.

Those were some of the findings of the nationwide Small Business Mindshift 2020 survey recently completed by Union Bank, a financial institution that’s been serving small businesses on the West Coast for more than 155 years.

The survey determined that in the U.S., 34% of minority small-business owners (SBOs) can “see a path forward” for future business success and survival despite COVID-19. In comparison, only 20% of non-diverse SBOs are predicting such outcomes.

Minority SBOs have also been comparatively more proactive than their peers in forming new strategies to cope with pandemic-imposed changes. In fact, 24% believe COVID-19 has had a positive effect on 20 RuralLeaderMag.com | NOVEMBER 2020

their businesses, compared to just 12% of non-diverse SBOs. Minority SBOs include those owned by Black, Latinx and Asian respondents.

M“These survey findings reinforce what we already know - minority small businesses have always worked hard despite difficult circumstances or external environments - and as a result, have consistently been more resilient and adaptable,” said Frank Robinson, Diverse Markets and Community-Based Programs Executive for Union Bank. “Minority small businesses are at the heart and soul of their local communities, and as such, we are committed to helping them recover and thrive by providing them added support through critical economic stability and the tools necessary to succeed moving forward.”

In other findings from the bank’s latest survey: U.S. minority SBOs are better at adapting their business strategies. In general, U.S. minority SBOs have shown significantly more innovation than others when it comes to adjusting business practices to stay afloat; 52% have altered products or services, 50% have changed online retail options and 47% have switched their online advertising messaging.

California-based SBOs are struggling, but minori-

ty owners are more optimistic. SBOs in California are feeling more deflated and uncertain compared to other small business owners across the U.S. Only 13% of California small business owners say they see a path forward for how their business can survive versus 23% U.S. SBOs overall. Additionally, 41% said that applying for the financial aid that could help their businesses is too complex to even attempt.

Again, however, minority SBOs in California have demonstrated more innovation and optimism during this time and have been more likely than their peers to implement new strategies. Not only are minority SBOs in California more likely to have embraced their community leadership roles - with 55% feeling an increased sense of responsibility to help their community vs. 44% of non-diverse SBOs - but they’re also getting more support in return, with 39% feeling supported by their local community vs. 33% of non-diverse SBOs. COVID-19 vaccine key to success. A third of U.S. small-business owners said their future success and survival will be determined by the Presidential election, and two in three see the 2020 election as the most important in their time as business owners.

However, the overwhelming majority said that the availability (or lack thereof) of a COVID-19 vaccine will be the No. 1 issue affecting their success over the next six months.

As a way of supporting minority businesses and helping to address social and racial injustices in the U.S., Union Bank took the initiative in June to launch a $10 million Community Recovery Program aimed at providing SBOs access to capital, entrepreneurship, job retention and retraining.

“This pandemic has hit all small businesses, and particularly minority owned small businesses, extremely hard,” said Todd Hollander, Head of Business Banking and Small Business for Union Bank. “But every day, we see our clients finding creative ways to keep their doors open and their employees paid. We are here to support them in those efforts both as a bank and as members of our local communities.”

More information about Union Bank’s Community Recovery Program is available at UnionBank. com/about-us/newsroom/community-recovery-program.—

Five ways to Become a Better Remote Citizen Whether working from home for the first time, helping kids navigate the new madness of Zoom classes, or simply trying to connect online with relatives, our newfound pandemic-driven remote lifestyles are creating a completely new relationship

between ourselves, our homes and our technology.

Regardless of your current work/home situation, we can all be better virtual remote citizens to ensure a less stressful, more fruitful experience. Here are five Continued on Page 24 GetRuralLeaderMag.com | NOVEMBER 2020 21

4 ideas for a Celebration of Remembrance after COVID If you lost a loved one during the pandemic, you were likely unable to hold the kind of memorial service you would have wanted to honor that special person. Funeral services are an essential part of the grieving process and help bring closure during some of life’s darkest moments. Thousands of families who suffered a loss during COVID-19 have opted to hold a memorial at a later date. This Celebration of Remembrance can be held at any time and at the place of your choosing. Here are four tips to help you plan the celebration that your loved one deserves, with every detail remembered.

1. Choose a date. The first step is to pencil in a date. While your loved one may already be laid to rest, perhaps there’s a special time approaching that might be perfect for a meaningful remembrance - for example, a birthday, anniversary or your loved one’s favorite time of year. Once you’ve decided on a date, time and location, communicate these details to friends and family so they can make plans to attend and celebrate your loved one.

2. Get help from a funeral planner. Funeral professionals are experts at helping you plan a celebration of life to remember the extraordinary life of a parent, grandparent, spouse or someone else important to you. They’ll ask detailed questions to understand your loved one’s hobbies, profession, cherished mem22

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ories and how they would have liked to be honored.

From there, you can build a theme that will incorporate and capture all the details of your loved one, paying tribute to the legacy they have left behind.

3. Plan a theme. Gather photos, prized possessions, video clips and more that will showcase the person you loved and what made their days special and unique. You can also include music, flowers or a special meal. What were their joys, their passions and their favorite traditions? Plan to weave all these details together to tell their life story. The upside to having a Celebration of Remembrance is that it can be held at any time, so you have time to plan something truly memorable and meaningful.

4. Share a meal. Food is the ultimate comfort, and coming together to share a meal encourages conversation and shared memories. Consider catering that reflects your loved one’s favorites. Was he a master at the grill? Serve barbecue. Did she love an evening out with friends over cocktails and appetizers? Order fun finger foods. Perhaps your loved one had a “famous” secret recipe, the kind friends and family always asked for. Print the recipe on cards and make it available as a memento for guests to take with them after attending the Celebration of Remembrance.

No matter what your loved one’s final farewell might look like, don’t put off scheduling some kind

of event or memorial. Coming together for a Celebration of Remembrance provides an opportunity to truly celebrate the life of your loved one in the way you would have wanted. Think about your loved one’s final wishes. Perhaps you had conversations about it. Even if you’re not sure how they would have

envisioned their final sendoff, think about what their perfect day would look like, and start planning a Celebration of Remembrance that would make them proud. For more information visit dignitymemorial. com.—

How COVID-19 impacted Retirement Security, and What you Can Do About it 2020 has been a year full of challenges like no other. Things that were routine before, such as chatting with a friend less than six feet away, going to a ballgame or taking a vacation, have been upended due to the COVID-19 pandemic. Add to that broad uncertainty around jobs, the economy and the future, and it’s easy to feel unsettled by this turbulence. For those approaching or in retirement, it can feel like the plans you’d anchored in place are suddenly cut loose and you’ve been set adrift. But there are steps you can take to right your strategy and put it back on a steady course, as we all look toward brighter days ahead.

Since the long-term economic effects of the pandemic are still unknown, taking the time to consider your financial strategy and plan for a more secure retirement is prudent. If you’re uncertain about your retirement future, you are not alone: the Prudential Financial Wellness Census found 78% of respondents surveyed during the pandemic said not having enough savings to last through retirement is a top financial concern, making that the leading financial concern found in the survey.

Whether or not you have lost a job or have taken a salary hit, COVID-19 has probably impacted your retirement plans in other ways. Retirement accounts generally have a mix of stock market and bond exposure, both of which have been unpredictable since the economy has slowed down in March. According to a survey of individuals aged 45-64 conducted by MoneyRates, 44% reported losses of at least 10% in their 401(k) during the market’s earlier turmoil, while nearly a quarter (22%) said losses were more than 20%. Significant yield is hard to find in fixed income products as 10-year Treasury bonds are well below 1%, according to the latest rates from the U.S. Treasury. Therefore, it’s important to take a step back and take a hard look at how your retirement portfolio has been affected and ask if it’s time to pivot your allocations, savings, or investment approach.

While this is a complicated task, fortunately, there’s lots of help you can get along the way. Many retirement account platforms offer channels to access

financial advice online or over the phone. And even though social distancing requirements and lockdowns have made meeting in person with financial professionals complicated, many financial professionals are utilizing technology to overcome this obstacle.

Clients today can easily meet with their financial professional via video and teleconferencing to get advice when it comes to making complex retirement planning decisions.

Brad Hearn, president of Retail Advice and Solutions at Prudential, notes that financial professionals have found new ways of connecting with their clients.

“As a first step in the journey towards helping you achieve real financial security, there’s no better time to communicate with the right professional who understands your retirement goals. We have seen historically that both financial professionals and clients generally prefer meeting in person, but there are abundant tools available to connect virtually, and financial professionals have wasted no time in adopting them,” said Hearn.

In assessing your retirement security strategy, a financial professional is likely to examine your sources of retirement income to identify risks to future income streams and identify opportunities and solutions that can help fill any gaps. This could start with checking how you are utilizing your employer-sponsored retirement savings plan, such as a 401(k) or 403(b), and maximizing any matching contributions your employer may offer. In addition to offering tax-deferment options in retirement plans some employers may also offer the option to annuitize a portion of your retirement savings. Thanks to the Setting Every Community Up for Retirement Enhancement (SECURE) Act, which removed one of the barriers that deterred many employers from offering annuities within workplace retirement plans, you may want to consider taking advantage of this option if your employer offers it. In addition to employer-sponsored plans, individual retirement accounts (IRAs) are tax-deferred options that indiGetRuralLeaderMag.com | NOVEMBER 2020 23

viduals can use to save for retirement in a tax-efficient manner.

Once you have a handle on your sources of retirement income, it’s time to ensure they’re secured for the future. That could start with a simple assessment of your investment balance, looking at stocks or equities, bonds and any other cash savings accounts.

With interest rates near historic lows and bond markets producing little return these days, it may be prudent to adjust your balance in favor of equities, particularly if you have a longer time frame until retirement. Given the uncertainty in today’s economy, protected income streams are looking increasingly attractive for those planning for retirement. In the past, most Americans would rely on a mix of Social Security and pension payments for income deep

into retirement. The retirement picture now is much different. With corporate pensions all but nonexistent today and Social Security at risk of insolvency by 2034 according to the program’s trustees, when the oldest millennial will only be 54, solutions such as annuities can help create a guaranteed stream of income to help shore up other sources of income in retirement.

It’s still never too late to go back and review retirement portfolios and confirm the current strategies in place are driving towards the outcomes you want and need. Given the uncertainty of today, there is no better time to consider your plans for tomorrow.—

Remote Citizen Continued from Page 21 ways to ensure you are creating a virtual space that works for everyone. #1: Practice proper Zoom etiquette. Regardless of our mood behind the scenes, it’s still important for all of us to follow best practices to convey responsibility and professionalism to coworkers, customers or classmates during virtual get-togethers. A great start is to be sure to mute your microphone when you’re not speaking to avoid adding background noise to a group meeting. This may sound obvious, but it’s something we often forget, and it’s a great basic skill to teach your kids as well.

Another step to consider is investing in a ring light to brighten your appearance and present the best possible you on camera. These lights are low-cost

strips of LEDs that provide flattering light that brings you out of the shadows. They can even give you a healthy glow.

Eating meals while in Zoom meetings is also not recommended, even if a meeting is scheduled over lunch. Let’s face it, nobody wants to see that. Even in something casual like a virtual parents meetup, understand that it’s not the time to eat a full meal.

This, along with other multitasking, makes for poor attentiveness in potentially critical meetings or classes. When you focus on one activity at a time, you’ll be more engaged in the conversation and retain information better. #2: Set up your home for success. With our homes now doubling as our office, school or business headquarters, making personal investments in technology

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can make our home and work lives more productive.

This can start with something as simple as purchasing a dedicated, low-cost Chromebook for your kids, or taking a look at your overall home network. For instance, many people struggle with serious bandwidth issues throughout the day with kids and parents dropping from online classes and meetings due to less-than-ideal Zoom connections. One way to solve this is to look into alternative internet providers, specifically those based on fiber infrastructure.

This can boost internet speed to several hundred megabits per second and put an end to connection problems.

Additionally, for those of you dealing with spotty Wi-Fi, now is the time to take advantage of Wi-Fi monitoring products that typically come with your internet service. These apps let you manage your bandwidth more effectively, check your connection speed and analyze the overall state of your Wi-Fi network. A spotty internet connection can lead to challenges not just within your daily life, but also for the IT professionals at your job, school or data center.

Drops in connection to certain systems could lead to outages, which, according to a recent LogicMonitor survey, can be costly to an organization and are avoidable over half of the time. #3: Take security into your hands. As computers become even more of a central hub for both our professional and personal lives, everyone must be vigilant and take care of that home like they would any other. Be vigilant about what you’re downloading and the tools you’re using and monitor what is happening on your system, because an IT team or teacher won’t be there to fix it for you if it breaks. For example, think twice before downloading that cool Zoom background or filter; it could end up crashing your system, damaging your camera or worse. Without immediate assistance from an IT team or other professional, you could miss an important meeting, that final exam or the big pitch your small business has been waiting for.

Also keep in mind that when you’re working from home, it’s a lot easier for your kids to innocently jump on your computer and possibly delete an important file. Make sure your computer defaults to a lock screen when idle, so no one else can access your work. #4: Set boundaries and show respect. As 2020 shatters the boundaries between the office and home, many of us find ourselves working constantly and answering emails into the wee hours of the night. Many students’ usually regimented schedules have been thrown out the window. In this new era, it is crucial

to evaluate your work-life balance. Take a hard look at your daily routine. Every time your work-life balance skews too far towards the work side, compensate by doing something for yourself during office or school hours. It could be something small like participating in a call or meeting while simultaneously taking a walk around your neighborhood, or letting your child play their favorite video game for 20 minutes. This can help everyone feel less overworked, leading to a more positive mindset throughout the rest of the day.

It’s also critical to show respect for others. If you need something from a coworker or educator, think twice before blithely making an unannounced video call or making a surprise request after hours. We have no idea what situations people are handling at home.

Maybe they are dealing with an unruly child of their own who refuses to attend online classes; maybe they have contractors arriving at the door at the precise moment you call unannounced. We all need to be a bit more flexible and empathetic this year. Understand that sometimes you’ll have to wait a bit to get an answer, and think about using asynchronous communication channels such as email that give people more time to offer a response. #5: Cut others some slack. No matter the position at your company, or the role in your household, it’s very important to understand how the pandemic is affecting your peers, family and their emotions. For instance, some people love working and learning from home and are feeling positive and motivated during this time. Others, however, are struggling on all fronts and can’t wait to get back to the office or school. As stress levels rise, it’s vital for everyone to be more responsive and understanding.

Now is the time to push a little less hard. Maybe, if you are a leader at your company, that means giving everybody a Friday afternoon off, or a Zoom-free day each week. Maybe if you’re a stay-at-home parent, that just means a dessert break.

In the end, all of us are trying to do our best. So if you hear a dog barking or kid screaming in the background of your call, or if someone’s connection is bad and they keep cutting out, instead of getting frustrated, act first with empathy. A simple act of kindness can go a long way to helping you become a better remote citizen, while ensuring a positive and productive experience for everyone you engage with.—

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