#WFH Diaries: Chris Danton of In Good Co

As the COVID-19 pandemic continues to upend society and business, we're checking in with people in the creative industries to see how they're faring. Here's an update from Chris Danton at IN GOOD CO.

Give us a one-line bio of yourself.

Chief of Ideas at In Good Co—very pregnant lady with great expertise at WFH (we have no office), a cute dog and a passion for purpose-led brands

Where are you living right now, and who's with you?

I'm based in L.A. I'm here with my husband and our dog Bella.

What's your work situation like at the moment?

Honestly, not much has changed physically. We are a fully remote agency and have been for five years. Emotionally and work wise there's been a major shift, obviously. I'm investing much more time into the emotional wellbeing of my team and helping clients navigate the immediate changes and future planning around the new normal that's coming.

Describe your socializing strategy.

We already did Monday Zoom calls that were always about the people on the team, their wellbeing and what they were tackling. We're still doing that. Personally, I'm doing many more calls and videos with friends and family, which is somewhat interesting given that most of them already lived far away—sometimes it takes a change for you to see opportunities?

How are you dealing with childcare?

We don't have kids yet, but that's about to change in a few weeks. Embarking on the newborn journey with no outside infantry to bring in will be interesting, but also perhaps a chance to soak up time with her while we have her all to ourselves.

What are you reading?

Parenting books. Any reccs??

What are you watching?

Copious amounts of British cooking shows, a true remedy to uncertain times.

What are you listening to?

My musical tastes are very mood-driven, so it's been a roller coaster!

How are you staying fit?

Walks with our dogs. Getting outside three times a day has been key to keeping our sanity.

Have you taken up a hobby?

Yes! I've been sewing stuffed animals for the baby. I've been making more arts and building some pieces of furniture. I wouldn't have ever considered myself a crafter, but apparently nesting and quarantine are what it takes.

Any tips for getting necessities?

We've loved supporting our local farmers with CSA boxes (County Line with a pick-up at our fave local spot, Highly Likely). Amazon has become a lifeline for goods for us but also for my mother-in-law who lives on the East Coast. 

An awkward moment since all this started.

Neighborhood kids petting the dog and us trying to not look horrified. 

Best work email you got since all this started.

A client sent us an email that just said, "You're lifesavers." That feels good.

An aha! moment since all this started.

The new normal that we are about to move into is going to be a major shift and the opportunities it will present will be huge. I think brands will emerge with a greater focus on purpose.

What's your theory on how this is going to play out?

I think a lot will change. How brands view themselves. How people view their worth. How we will view brands that did good in the dark times. It's going to be a big wake-up call for many.

See the full #WFH Diaries series here.

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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