Baylor University, a private Christian university and a nationally ranked research institution, provides a vibrant campus community for more than 15,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship.

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Baylor Business Review - "Healthy Bear" Gabrielle Welch

Baylor University - MBA Recruitment

Paul L. Foster Campus For Business and Innovation - Augmented Reality

Hankamer School of Business Cut-Out

Ethics of International Service, EGR 3315, is a cross-discipline course between Engineering and Social Entrepreneurship. This class teaches students how to do work in developing countries in a way that does good, without doing harm.

Ethics of International Service

Austin EMBA

In many ways, the list of farm equipment at The Home Grown Farm is much what you would expect: shovels, gloves, hoses, a tractor. But the one piece of equipment that Toby Tull uses most on the family farm is a bit less typical: a computer.

Home Grown Farm

Alumnus David W. Hill is featured in the Leadership Perspective section of the spring 2013 issue of the Baylor Business Review. Hill developed the "real pyramid model" as a guide to activate his faith in daily life. Video by Bailey Eubanks. Pyramid graphics provided by David W. Hill. Voiceover by CJ Jackson and Chris Griesemer. Ending graphic by Pollei DesignWorks.

Baylor Business Review-David W. Hill

Baylor University's Hankamer School of Business offers the Accelerated Ventures Program, which is featured in the spring 2013 issue of the Baylor Business Review. Video footage by Bailey Eubanks. Audio/video editing by Bailey Eubanks. Ending graphic by Pollei DesignWorks.

Baylor Accelerated Ventures Press Conference

Jennifer Ballew, BBA '92, serves as co-owner/director of Express Hot Yoga and is featured in the 2012 fall issue of the Baylor Business Review magazine. Photos/video footage by Baylor Photography. Audio/video editing by Baylor Photography. Graphics by Pollei DesignWorks.

Baylor Business Review - Jennifer Ballew

the-days-blur-together-study-shows-how-the-covid19-pandemic-affected-perceptions-of-time-and-our-mental-wellbeing

The Days Blur Together: Study Shows How the COVID-19 Pandemic Affected Perceptions of Time… and Our Mental Well-being

National Gallup data showed Americans experienced multifaceted time disorientation that heightened COVID-19 stressors and lessened our mental state

Professor of Sociology, Director of Baylor Religion Surveys

Sociology

Religion

Religion  Politics & Culture

Society's Images of God

Russians and Religious Ideology

Social Sciences and Study of Religion

Public Opinion

Polling

Elections

Public Policy

Associate Professor of Sociology

Parent-child Bonding

Comparative parenthood

Health Behaviors

Health inequality

Mental Health and SES

Caregiving for Elderly

Well-Being

Personal social networks

Parent-Child Emotional Bonds

 Image Credit: Petrovich9/Getty Images Plus  Although time is a set duration of hours, minutes and seconds, the perception of time can vary dramatically based on the individual and especially during times of high stress and uncertainty such as disasters, recessions and most recently the COVID-19 lockdown. For example, ask anyone when a specific event occurred during the pandemic and they are likely to respond with, “That happened three months ago. Or did that happen three years ago?”

While there have been studies on the feeling that there is not enough time or experiencing time as moving too slowly, Baylor University sociologists Matthew Andersson, Ph.D., and Paul Froese, Ph.D., investigated this sense of multifaceted time perceptions during the pandemic and their effects on mental well-being. Their findings – using national Gallup data collected in spring 2021 in the middle of the pandemic – were published in the journal Time & Society.

“We know from existing research that people often experience time in altered ways whenever disasters strike, and we wanted to see if that was true during the pandemic as well,” Andersson said. 

The Baylor researchers found that Americans during the pandemic generally reported some degree of feeling rushed while also perceiving multiple types of time distortion involving slowness, quickness and days and weeks blending together.  This disorientation also was frequently reported alongside other pandemic-related stressors, including economic strain, working from home, homeschooling a child and severe household conflict.

Together, they complicated how people perceive time by disrupting routines and creating experiences of trauma, adding to the decline in mental well-being and an increase in feelings of loneliness. 

Time disorientation and mental well-being The top three findings of the study all demonstrate the connection between altered time perception and the mental states of an individual. 

“If time does not seem to be moving ‘normally,’ it is generally related to lower levels of mental well-being, such as increased depressive, anxiety symptoms or a lessened sense of control,” Andersson said. “We think this is because people tend to feel grounded or calm when they feel like time is moving as it should.” 

Secondly, the researchers found that individuals can often experience these time disorientations in multiple and contradictory ways, which can be related to even lower well-being.

“Feeling rushed and feeling that time is slow are kind of opposites, but they are both related to having this sense of multifaceted blending of time,” Froese said. “We can show very clearly how these new stresses that were brought on by the pandemic created heightened senses of disorientation in terms of time.”

More importantly, they found these time disorientations were affected by social, familial, physical and work situations, which created lower levels of mental well-being.

“Specific forms of stress we were seeing during the pandemic, such as financial hardship, homeschooling, working from home and severe household conflict, all had relationships to experiencing different kinds of time distortions,” said Andersson. 

This was more evident in younger people “because it [lockdown] probably upended their daily routines in a much more dramatic way than it would have in somebody who's retired,” said Froese.

Experience of time  The rushed pace of industrialized society existed before the COVID-19 pandemic, but the stressors associated with the pandemic added to the feelings of time being out of control.

“Our approach to capturing experiences of time rests on the assumption that individuals relate to time in complex ways,” Froese said. “We found original evidence to suggest that experiences of quickness, being rushed, slowness and indistinct boundaries of days all coincide, and that these multiple disorientations each relate to diminished mental wellbeing, to objective work and family demands, and to widespread exposures to pandemic-related stressors.”

The survey was conducted as part of the Baylor Religion Survey, one of the most extensive national surveys of American religious beliefs, values and behaviors that produces unique data concerning religion, health and community in America today. The 2021 data collection by Gallup contained a section devoted to how the pandemic affected Americans’ activities, including how the pandemic changed the emotional lives of Americans.


Looking to know more? We can help.


Dr. Paul Froese is a professor of sociology and a research fellow for the Institute for Studies of Religion. He has been teaching and researching at Baylor since 2002. 

Dr. Matthew Andersson’s research focuses on health inequality as it unfolds across the life course. Specifically, he researches educational and socioeconomic inequalities in mental and physical well-being as they relate to childhood, adolescent and adulthood factors.

Both experts are available to speak with media about this important topic - simply click on either expert's icon to arrange an interview time today.




nosferatu-why-do-audiences-keep-coming-back-for-an-updated-classic

Nosferatu - Why Do Audiences Keep Coming Back for an Updated Classic?

Let Baylor's expert on film and horror movies help if you're covering

Professor, Film & Digital Media, Undergraduate Program Director

Horror film

Cult film

Steven Spielberg

Violence in Film

Film Criticism

Film History

Film and Media Theory

Violence in the media

Media censorship and regulation

Cinema and new technologies

  It's the latest take on an old classic.

Nosferatu took the Christmas box office by storm and might be the first time a vampire movie dominated the traditional holiday cinema season that's usually family friendly and purposely 'PG'.

Even the critics agree that this new take on an old classic was worth the 'bite'.


An adaptation of F.W. Murnau’s 1922 silent nightmare (which itself was based on Bram Stoker’s novel Dracula and remade once before, in 1979, by Werner Herzog), Nosferatu recounts the tale of a most devious Count: Orlok (Bill Skarsgård), who strives to reach Europe’s shores by purchasing an aged manor house by way of a deal solidified with real estate agent Thomas Hutter (Nicholas Hoult). Yet Orlok isn’t interested in seeing Germany’s tourist sights—his true goal is reuniting with Ellen Hutter (Lily-Rose Depp), Thomas’ bride, who called out to him as a girl and, in doing so, created a wicked bond that strengthens by the day. As imagined by Eggers and Skarsgård, the vampiric fiend is a towering figure of corruption and carnality who both resembles his predecessors and is a unique monster in his own right, and his reign of terror plays out via a series of lush, hypnotic set pieces that resound with unnerving malice and profane perversity. January - The Daily Beast   Horror movies have always had a certain allure for audiences, but there a re a few questions to ask:

What does this story have that makes it possible to be remade over and over and still stay entertaining? What is it about vampires in particular that are linked to romance? As well, why do we pay money to be scared and why is this genre so popular and lasting?  If you're covering this particular film or movies in general - then let us help with your questions and stories.

James Kendrick is a professor and undergraduate program director in the Department of Film & Digital Media at Baylor University, where he teaches about film theory/aesthetics, the history of motion pictures, media and society, the films of Steven Spielberg, violence in the media, and horror film.

James Kendrick is available to speak with media. In fact, Nosferatu is James' favorite movie, so simply click on his icon now to arrange an interview time today.



black-friday-shoppers-seek-deals-on-electronics-early-sales-and-convenience-in-a-competitive-market

Black Friday Shoppers Seek Deals on Electronics, Early Sales and Convenience in a Competitive Market

Consumer behavior expert James A. Roberts shares top 5 trends for holiday shopping

The Ben H. Williams Professor of Marketing

Consumer Psychology

Consumer Behavior

Marketing

Consumer Culture

Materialism

Philosophy

Smartphone Addiction

Smartphone Use

Cellphone Use

Self-Control

Compulsive Buying

This year’s Black Friday shopping will bring a fresh wave of trends for both consumers and retailers.

With electronics, online convenience and competitive pricing at the forefront, the landscape of Black Friday is evolving to match the shifting shopping habits of today’s consumers, said Baylor University consumer behavior expert James A. Roberts, Ph.D. 

Roberts – who serves as The Ben H. Williams Professor of Marketing at Baylor’s Hankamer School of Business – keeps a close watch on Black Friday, including what he sees as the Top 5 trends for holiday shopping in 2024. 

Top Trends for Black Friday 2024  The Shift in Shopping Habits: The balance between online and in-store sales remains steady, with consumers enjoying a 50/50 split in shopping preference, Robert said. While COVID-19 accelerated a surge in online shopping, this year, both are expected to perform equally as shoppers appreciate the flexibility of both options.

Holiday Deals Start Early: As the competitive landscape has grown, Black Friday sales now launch weeks in advance. This early kickoff benefits consumers who are eager to lock in discounts and spreads out the typical holiday rush, providing retailers a longer window to capture consumer interest, Roberts noted.

Electronics Dominate Sales: As in previous years, electronics will be the driving force of Black Friday 2024, accounting for nearly half of all sales. Roberts said that shoppers are especially focused on deals for televisions, laptops, smartwatches and gaming consoles – underscoring the lasting demand for high-quality technology at competitive prices.

Gen Z and Millennials Drive Online Growth: Digital natives like Gen Z and Millennials continue to shape holiday shopping habits. Roberts said their comfort with online shopping – coupled with their mobile-first approach – makes them a powerful force in the online retail space. Retailers can expect these younger consumers to leverage social media, mobile apps and seamless e-commerce platforms for their holiday purchases.

Rising Categories: Beyond electronics, Roberts predicts that other sectors will see strong sales this season, particularly in clothing, cosmetics and home appliances. As consumer preferences expand, brands in these categories should prepare for increased demand.

Factors shaping consumer choices  For Black Friday in 2024, competitive pricing and convenience remain top priorities, Roberts said. 

“Retailers who offer the best deals alongside quick and reliable delivery options stand out among consumers,” he said.

Additionally, low-cost brands – such as Shein – have set consumer expectations for affordable pricing, even as “Buy Now, Pay Later” options have increased in popularity – though Roberts said retailers and consumers alike should be cautious when using this financing option at the risk of overspending.

Future of Black Friday  Looking ahead, Roberts said Black Friday’s trajectory appears geared more towards online channels, with each year seeing a slight shift away from brick-and-mortar shopping. Retailers are encouraged to keep an eye on pricing expectations and financing trends, as they’ll play an increasingly influential role in the holiday season.

ABOUT JAMES A. ROBERTS, PH.D.  James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the "World's Top 2%" most-cited scientists in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others.

Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being. His research has investigated the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the impact of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”


diying-grief-how-modern-memorials-help-us-navigate-the-death-of-loved-ones

DIY’ing Grief: How Modern Memorials Help Us Navigate the Death of Loved Ones

Baylor death scholar says grassroots practices have emerged for people to express grief in more personal ways

Associate Professor, Baylor Interdisciplinary Core and Religion

Death and Dying

Digital Death

Digital Afterlife

Death and Diversity

Modern Mourning Practices

Death and Technology

Hispanic Bereavement Customs

World Cultures

World Religions

  Americans really don't want to talk about it: Everyone dies, and everyone will experience the death of a loved one. Grief is a universal human experience – and a very challenging one – with its range of difficult emotions and processes.

Baylor University researcher Candi Cann, Ph.D., has made it her life’s work to study death and dying. In fact, the associate professor of religion in the Baylor Interdisciplinary Core, is known as a “death scholar,” with media outlets ranging from NPR’s Science Friday to the Washington Post seeking her expertise about the impact of remembering (and forgetting) in shaping how lives are recalled, remembered and celebrated.


Cann is the author of “Virtual Afterlives: Grieving the Dead in the Twenty-first Century,” and her research on modern grief has found that some Americans – in a move away from organized religion – have lost the grieving framework that prayer and Christian practices traditionally offered. She calls that framework the “syntax of grief” – the common language once rooted in religious practices – that has evolved over the generations, prompting people to seek more personal ways of expressing grief and memorialization customs. 

“This new language of mourning is being defined by the culture, rather than religious ritual,” Cann said. “And these new practices are emerging at the grassroots level in response to a popular need to express grief through more personal expressions in almost a do-it-yourself or DIY approach.”   These DIY or modern remembrances – such as virtual memorials, tattoos and using cremains in creative ways – can help individuals navigate the grieving process.

Virtual memorialization With contemporary grieving practices shifting from the physical to the online world, Cann said these virtual memorialization spaces, such as social media and memorial websites, are just as real and meaningful as physical spaces and can offer a shared space for more people to share in their grief.

For example, Cann said funeral services have evolved to incorporate digital services such as a virtual memory page or guest book or live-streaming wakes. Social media profiles and websites are created as virtual locations for people to remember and mourn those who have died. 

“The internet can democratize grief. It allows people a way to have these conversations about the dead that they may not be able to do on an everyday basis,” Cann said. “You know, you’re at work and you’re grieving, but it’s not really an appropriate conversation. In this way, you can go online and leave a message and find a community of people who are also grieving with you.”   Tattoos Tattoos have become a popular way for individuals, especially younger people, to carry their grief with them, Cann said. The inked images can function as a badge or emblem for the person, they tell stories, honor meaningful moments and allow people to carry their grief with them in both literal and virtual ways. 

"Tattoos allow people to occupy the space as a mourner, while also continuing to carry on with their everyday activities. Many people get tattoos to symbolize their first loss, like their grandparent or pet,” Cann said. “Though the body has disappeared, is remapped onto living flesh to become a symbol of mourning in a world where mourning is denied.”  Use of cremains A growing trend is incorporating cremains (cremated remains) into various objects like tattoos, jewelry, records or even fireworks. This practice offers a portable and customizable way to keep a connection with the deceased, which is not an option with burials, Cann said. 

“Cremation has become much more widely accepted and much more widely practiced because it's cheaper, more economical, but also because of the options of what can be done with cremains in memorial,” Cann said. “Cremains are portable and divisible, so you can share them with other people. Plus, you can carry them in ways that disguise the fact that they are ashes, such as putting cremains in a locket.”   The conversation These more personal expressions and do-it-yourself solutions to memorialize a death allow people to find places where they can feel and experience their grief more readily and move from the loss into a place of restoration, Cann said. 

While death is complete and universal, finding ways to grieve – from the traditional to the contemporary – helps process the loss, but it’s just as vital to have that difficult conversation about preparing for the death of loved ones.

“I encourage everyone to have difficult conversations about death and discuss your wishes with your loved ones about what you want when you die,” Cann said. “Allowing death to be part of regular discussions can help your family and your friends deal with their sorrow when you die because the everyday practical matters of sorting through your estate or figuring out what you would have wanted are not compounding the grief. Talking about death is ultimately and way to show how much you love someone.”  Looking to know more? We can help.

If you're a journalist interested in speaking with Candi Cann, simply click on her icon now to arrange an interview today.


mlb-playoffs-are-back

MLB playoffs are back!

Let our expert explain how how baseball playoffs are big bucks for the league and broadcasters

Executive Director, Center for for Sales Strategy in Sports and Entertainment (S3E), and The Edwin W. Streetman Professor of Retail Marketing

Sports Marketing

Sports Branding

Fan Engagement

Sports Business & Related Issues

Sponsorships

Sports Promotions

sports betting

Entertainment Marketing

Sports Psychology

It's October ... and that means one thing in America:  Major League Baseball playoffs are set to begin.

It means wall to wall broadcasts of games, massive advertising buys and gate receipts that means a serious stream of revenue for all of the teams, players and owners who made it through a long season and survived to be one of the dozen teams left to play for the Commissioner's Trophy.


It's going to be a wild few weeks for baseball fans and the reporters covering the games.

And if you're a journalist looking to know how important the marketing and business sides are to the the playoffs - then let us help with your stories.

Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business.

Kirk is available to speak with media - simply click on his icon ow to arrange an interview today.


the-mustwatch-scary-movies-for-every-fear-factor

The Must-Watch Scary Movies for Every Fear Factor

Baylor film historian lists the perfect films for thrill seekers and scaredy cats

Spooky season has arrived, and there's no better way to get into the spirit than by enjoying some classic horror films. Whether you thrive on the thrill of a good scare or you’re more of a “hide your eyes” type, James Kendrick, Ph.D., a film historian and professor of film and digital media at Baylor University, has got you covered. From spine-tingling classics to not-so-scary flicks, Kendrick is here to help you navigate the perfect lineup of Halloween movies – no matter your fear tolerance.

What makes horror movies scary? According to Kendrick, great horror films resonate with audiences by reflecting societal fears.
"We are the monster," Kendrick said. Whether it's current social anxieties, cultural challenges or deep psychological fears, horror films have evolved to capture the essence of what we fear most, he said.

The genre's core remains rooted in three essential elements: character and story, atmosphere and the monster. Without these, Kendrick said, the fear factor simply doesn’t work.

Top 10 Horror Films Everyone Should See For those seeking true horror classics, Kendrick has developed a list of 10 must-watch films that exemplify the genre at its best. From early black-and-white masterpieces to modern independent hits, here are his recommendations:

1.	Nosferatu (1922)
2.	The Bride of Frankenstein (1935)
3.	Cat People (1942)
4.	Psycho (1960)
5.	Night of the Living Dead (1968)
6.	The Exorcist (1973)
7.	Suspiria (1977)
8.	Halloween (1978)
9.	The Shining (1980)
10.	The Babadook (2014)
These films not only shaped the horror genre but also continue to be influential today, delving into psychological terror, societal anxieties and primal fears, Kendrick said.

For the Faint of Heart: Scary Movies Without the Gore For those who want to enjoy the Halloween season without being overwhelmed by gore and violence, Kendrick offers his top 10 list of "terror" films that rely more on atmosphere and suspense than graphic horror.

According to Kendrick, these terror films engage the audience emotionally and psychologically, drawing them into the fear without overwhelming them. The Innocents (1961) and A Quiet Place (2018) create tension and fear through the effective use of atmosphere, silence and emotional depth, he said.

Kendrick’s top picks for lighter horror films include: 1.	Vampyr (1932)
2.	The Innocents (1961)
3.	Kwaidan (1964)
4.	Invasion of the Body Snatchers (1978)
5.	The Vanishing (1988)
6.	The Blair Witch Project (1999)
7.	The Others (2001)
8.	Take Shelter (2011)
9.	Warm Bodies (2013)
10.	A Quiet Place (2018)
So, whether you’re a horror aficionado looking for spine-chilling classics, or just want to dip your toes into something a little spooky without the nightmares, Kendrick’s expert recommendations offer a Halloween movie night that’s perfect for everyone, thrill-seekers or scaredy-cats alike. Get your popcorn ready, turn off the lights (if you dare) and settle in for a frightfully good time this spooky season!

ABOUT BAYLOR UNIVERSITY Baylor University is a private Christian University and a nationally ranked Research 1 institution. The University provides a vibrant campus community for more than 20,000 students by blending interdisciplinary research with an international reputation for educational excellence and a faculty commitment to teaching and scholarship. Chartered in 1845 by the Republic of Texas through the efforts of Baptist pioneers, Baylor is the oldest continually operating University in Texas. Located in Waco, Baylor welcomes students from all 50 states and more than 100 countries to study a broad range of degrees among its 12 nationally recognized academic divisions. Learn more about Baylor University at www.baylor.edu. 

ABOUT THE COLLEGE OF ARTS & SCIENCES AT BAYLOR UNIVERSITY The College of Arts & Sciences is Baylor University’s largest academic division, consisting of 25 academic departments in the sciences, humanities, fine arts and social sciences, as well as 11 academic centers and institutes. The more than 5,000 courses taught in the College span topics from art and theatre to religion, philosophy, sociology and the natural sciences. The College’s undergraduate Unified Core Curriculum, which routinely receives top grades in national assessments, emphasizes a liberal education characterized by critical thinking, communication, civic engagement and Christian commitment. Arts & Sciences faculty conduct research around the world, and research on the undergraduate and graduate level is prevalent throughout all disciplines. Visit the College of Arts & Sciences website.




new-research-highlights-the-unseen-challenges-adaptations-of-adult-daughters-during-covid-upheaval-for-families

New Research Highlights the Unseen Challenges, Adaptations of Adult Daughters During COVID Upheaval for Families

Adult daughters reconfigured relationships with parents while playing a critical role in maintaining family connections during a time of crisis

Clinical Associate Professor of Business Communication

Daughtering

Mother-Daughter Relationships

Roles of Daughters

Roles of Mothers

Conflict Resolution

Interpersonal Communication

Business Communication

Problem-Solving

Goal-Setting

An innovative Baylor University study has shed light on the often-overlooked experiences of women doing “daughtering” in families, particularly during the COVID-19 pandemic, which created immense challenges in their relationships with parents and other family members. 

“Daughtering” refers to the ways adult daughters contribute to flourishing family relationships, according to Allison M. Alford, Ph.D., clinical associate professor in the Department of Information Systems and Business Analytics in Baylor’s Hankamer School of Business. Alford’s latest research, Daughterwork in Times of Social Upheaval, published in Qualitative Research Reports in Communication, explores how societal changes caused by the pandemic required women to reconfigure their relationships with their parents and emphasizes the critical role adult daughters play in maintaining family connections, particularly in times of crisis.

"This study highlights how social upheavals like the COVID-19 pandemic can both challenge and reinforce the essential work that daughters do in their families," Alford said. “Past research has shown that women often bear the brunt of responsibility when crises occur at home, work or in the extended family. Particularly for professional women – those who are balancing changing workplace demands alongside immediate and extended family concerns as well as societal shifts – increased care needs or the perception of such for parents can increase stress and negatively impact well-being, yet women still persist in providing upstream support for a variety of reasons.”

Using in-depth, semi-structured interviews of women who identified change to their daughtering, professional and family lives, Alford discovered four themes about how a crisis can provide opportunities for flexible daughtering, meaningful connection and reflection on one’s most important relationships.

Daughtering is adaptive action The pandemic forced many daughters to rapidly adjust their caregiving practices with their parents. When normal forms of communication were not an option, many daughters turned to technology to bridge the gap. This included increased use of video calls, social media, and other digital communication tools to maintain contact and promote family connection.

Alford’s research found that daughters also took on new, often physically demanding tasks to ensure their parents’ well-being – delivering groceries, managing household repairs and organizing virtual family gatherings.
 “These actions were not only about adapting to the context of social upheaval but also about intensifying their caring efforts to meet the evolving needs of their parents,” Alford said.  Daughtering is adaptive timing The study revealed that daughters had to maintain a heightened state of vigilance, constantly prepared to address unexpected crises, Alford said. Unlike the more predictable daughtering routines of the past, the pandemic introduced a level of uncertainty that required daughters to be in a near-constant state of readiness. 

One study participant described her experience as being in "constant problem-solving mode," which added significant stress to her daily life.
 “This ‘adaptive timing’ meant that daughters often found themselves juggling sudden care demands with their own professional and personal obligations,” Alford said. “This theme underscores the mental and emotional toll on daughters who had to manage the unpredictable nature of daughtering during the pandemic.”  Daughtering is a priority Despite the challenges, Alford said, many daughters reported that they continued to prioritize their daughtering responsibilities, driven by a deep sense of familial duty and personal values.

“For these women, daughtering was not just another task but a core part of their identity, often taking precedence over their professional responsibilities,” Alford said. “This commitment was evident in the time and resources they dedicated to maintaining their relationships with their parents, even when it meant sacrificing their own well-being or career advancement.”  One participant noted, “I value family, so I still made it a priority,” reflecting a sentiment shared by many women in the study. This theme, Alford noted, highlights the internal conflict that many daughters faced, balancing their dedication to family with the competing demands of their own lives.

Daughtering involves reflecting Challenges prompt many daughters to reflect deeply on their roles and relationships, and the COVID-19 pandemic was no different, Alford said. 

“This period of social upheaval generated a moment of introspection, leading daughters to reassess their priorities, boundaries and the nature of their relationships with their parents,” she said. “For some, this reflection led to a greater appreciation for the importance of family, while for others, it was a time to set new boundaries and redefine their roles within the family structure.”  One participant observed, “COVID was a catalyst for emotional support,” while another reflected on the need to “carve out time mentally” to fulfill her roles as both a daughter and a professional. This theme illustrates how the pandemic not only challenged daughters but also provided an opportunity for personal growth and redefinition of their familial roles, Alford said.

Key strategies to recognizing daughters’ “invisible” labor  The research underscores the critical need for greater recognition and support for the invisible labor performed by adult daughters, suggesting that both families and society at large have a role to play in alleviating the burden on these women.
 “It’s crucial that we not only acknowledge the burden placed on these women, “Alford said, “but also seek ways to support them, whether through family empathy, shared responsibilities or societal recognition.”  Alford emphasizes the importance of three key strategies:

Awareness and acknowledgment Families should recognize the labor involved in daughtering and ensure it is acknowledged and appreciated. This can help prevent the exploitation of this labor and ensure that daughters feel valued for their contributions.

Outsourcing and support Where possible, families should consider outsourcing some care tasks or providing additional support to relieve the burden on daughters. This might include hiring help for household chores or seeking external emotional support through counseling.

Expressing gratitude Expressing gratitude and acknowledging the efforts of daughters can significantly enhance their sense of well-being and fulfillment. This recognition is vital in helping them feel that their contributions are meaningful and valued.

National Daughter’s Day  National Daughter’s Day is Sept. 25, and while this holiday has been around since 1932 to honor the daughters in our lives, it can often quietly pass us by. Alford recommends parents using this day to officially acknowledge all the ways in which daughters support their families.
 




can-the-olympics-help-americans-forget-politics-at-least-for-16-days

Can the Olympics Help Americans Forget Politics (at Least for 16 Days)?

No matter their political leanings, Americans are equally likely to follow the Olympics

Americans are divided on a multitude of different issues, but could the Olympic Games unite the country – at least for the duration of an Olympiad? A Baylor University sports marketing and branding expert says yes, the Olympics can help bring people together even when it’s hard for them to agree about anything else.

In his latest Forbes Sports Money column, Baylor University sports marketing and branding expert Kirk Wakefield, Ph.D., executive director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program at Baylor’s Hankamer School of Business, analyzed a July 8 national population poll that asked Americans questions about politics but also included the Steen Happiness Index (SHI). 

The 20-item happiness index provides a series of statements for participants to read and choose the one from each group that describes their state at that moment. Happiness items focus on three types of happy lives: the pleasant life (experiencing and savoring pleasures), the engaged life (losing the self in engaging activities) and the meaningful life (participating in meaningful activities).

Are people happier when watching the Olympics?   “Happy people follow the Olympics and people who follow the Olympics are happy people,” Wakefield wrote.

The higher people scored on the happiness index, the more likely they are to:
Watch at least some of the Olympics (49.75%)  Root for the U.S. to win (31.8%) Follow the results of the Olympics (28.1%) Read stories about athletes in the Olympics (19.6%) Will talk with others about the Olympics events (18.7%)  “Controlling for age, gender, income, education, race and marital status, Americans who follow the Olympics in one, two, or three of these ways are somewhat more happy people (+4% on the SHI). But those who follow the Olympics in four or all five of these ways are significantly happier people (+10% on the SHI),” Wakefield wrote.

Who is happiest when the Olympics are on?  The happiest? Those would be the Americans who love to talk about the Olympics with others while also cheering for U.S. athletes to win. In fact, they are about 14% happier than those who don’t follow the Olympics, according to the SHI.

“Perhaps best of all, people of all political leaning and presidential preferences are equally likely to follow the Olympics. No matter the party, people can party together in unity following the Olympics,” Wakefield wrote.

“Maybe we can’t forget politics. But we can give it a break to watch the Olympics.”

ABOUT KIRK WAKEFIELD, PH.D. Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business. The author of Team Sports Marketing and founder of Wakefield Research Partners, Wakefield has conducted fan research on partnerships, pricing, promotions, sportscape, service, and anything else that explains why fans do what they do in nearly every venue in sports, including the NBA, NFL, MLB, MLS, NHL and NASCAR. His scholarly works appear in a breadth of journals: Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research and Journal of Sport Management, among others. Wakefield is a regular contributor to Sports Money on Forbes.com.

ABOUT THE CURB CENTER FOR SALES STRATEGY IN SPORTS AND ENTERTAINMENT (S3E) The Center for Sales Strategy in Sports and Entertainment (S3E) at Baylor University is the only program in the U.S. focused on generating revenue for sports. S3E graduates have career opportunities in sales, digital marketing or business analytics for major league teams, university athletics, corporations and agencies. Baylor is the only university combining learning with practice in partnership with the Athletics Department to prepare graduates for careers in the business of sports. The S3E program is unique in vision, values, mission and culture to transform the business of sports and entertainment. Consistent with the Christian mission and purpose of Baylor University, we prepare passionate servant leaders to positively influence lives in places people go to play or watch others play.



it-has-to-matter-who-wins-futurecasting-the-mlb-allstar-game

It Has to Matter Who Wins: Futurecasting the MLB All-Star Game

Sports marketing expert Kirk Wakefield on the future of the Midsummer Classic

Globe Life Field in Arlington, home of the 2023 World Series champion Texas Rangers, will play host to the 94th edition of the Major League Baseball All-Star Game on July 16, marking the second time in franchise history the Rangers will host the Midsummer Classic.

MLB’s All-Star game – which matches up the best players from the American League and National League as selected by fans, managers and players – is considered one of best all-star contests among professional sports, said Kirk Wakefield, Ph.D., executive director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program at Baylor University’s Hankamer School of Business.

However, the game faces continued headwinds, Wakefield said, ranging from lagging viewership to fan voting to a game that is more an exhibition than a meaningful game.

 
Wakefield Weighs In: Five Thoughts on MLB's All-Star Game Is the MLB All-Star game the best All-Star contest of all major leagues? Wakefield: Yes, it’s the only one where players seem to try their best. The NBA and NFL – who have practically given up – have declining viewership since 2011. Unfortunately, MLB All-Star game is on the same downhill skid. (According to Statista, viewership has declined from 22 million in 1993 to seven million in 2023.)

The reason why is it doesn’t really matter who wins. If the players don’t care who wins, neither will fans. Further, fans aren’t particularly a fan of only one league so that it really matters if one league has bragging rights. That was less the case years ago before interleague play.

How could viewership improve in any of the All-Star games? Wakefield: It has to matter who wins. MLB tried this with home field advantage for the World Series. They gave that up. 

The current approach in baseball is truly an exhibition because every player gets to play, so it’s like three players at every position playing three innings. That’s not how a manager would play it if trying to win. And it’s not like it used to be when the starters (who were more likely to be the best at their positions) played longer.

One suggestion I’ve heard is to make the payoff big enough for the winners so that the players gave it their best. Get a sponsor to put up the money so the winners each make seven figures and could be the players and managers will play more like a team trying to win.

Does Monday’s prelude, the hugely popular Homerun Derby, enhance Tuesday’s game? Wakefield: The Homerun Derby is popular because fans do follow individual players. It matters more who wins. That said, the HR derby’s viewership has still lagged.

Bottom line: Fans are loyal to teams more than to leagues or individual players.

Fan voting… Need we say more? Wakefield: Major market teams with huge fan bases will dominate, but what about the Kansas City Royals, who at one point in the season were on pace for the biggest year-over-year improvement in wins and losses?

Given the way fan voting has become essentially a promotion game to get more fans to vote more often, it’s hardly representative of anything other than largest markets with the best promoters.

The good news is that the MLB All-Star game will be quite the occasion in Arlington, Texas, with a bevy of game-related activities and events July 13-16. Wakefield: Arlington is an optimal location central to the U.S. with plenty of space to blow out the occasion. It’s like the Texas State Fair came to baseball, where all the rides and attractions are baseball-happy. 

ABOUT KIRK WAKEFIELD, PH.D. Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business at Baylor University. The author of Team Sports Marketing and founder of Wakefield Research Partners, Wakefield has conducted fan research on partnerships, pricing, promotions, sportscape, service, and anything else that explains why fans do what they do in nearly every venue in sports, including the NBA, NFL, MLB, MLS, NHL and NASCAR. His scholarly works appear in a breadth of journals: Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research and Journal of Sport Management, among others. Wakefield is a regular contributor to Sports Money on Forbes.com.

ABOUT THE CURB CENTER FOR SALES STRATEGY IN SPORTS AND ENTERTAINMENT (S3E) The Center for Sales Strategy in Sports and Entertainment (S3E) at Baylor University is the only program in the U.S. focused on generating revenue for sports. S3E graduates have career opportunities in sales, digital marketing or business analytics for major league teams, university athletics, corporations and agencies. Baylor is the only university combining learning with practice in partnership with the Athletics Department to prepare graduates for careers in the business of sports. The S3E program is unique in vision, values, mission and culture to transform the business of sports and entertainment. Consistent with the Christian mission and purpose of Baylor University, we prepare passionate servant leaders to positively influence lives in places people go to play or watch others play.



sleep-better-live-better-improving-sleep-quality-can-lead-to-less-stress-and-improved-cognition

Sleep Better, Live Better: Improving Sleep Quality Can Lead to Less Stress and Improved Cognition

Associate Professor of Psychology and Neuroscience

Neuroscience

Sleep Physiology

Cognitive Neuroscience

Sleep Neuroscience and Cognition

Psychology

Sleep's Effect on Aging

Sleep's Effect on Memory

Sleep's Effect on Health

 Research has demonstrated that increased stress and all-night study sessions can lead to lower cognitive functioning and test scores, adding even more pressure on college students. Baylor sleep expert Michael K. Scullin, Ph.D., director of Baylor University’s Sleep Neuroscience and Cognition Laboratory and associate professor of psychology and neuroscience, studies how cognitive and behavioral processes are affected by sleep.

“Sleep deprivation makes life worse. And it makes the person not getting enough sleep worse at life,” Scullin said. “However, if we focus on improving our sleep, life will get better, and we will get better at life.”

Poor sleep is particularly common when students are studying for exams or working on major projects for classes. The combination of staying up late, cramming for tests, increased stress and bright light exposure late at night can lead to variable sleep durations and higher stress levels.  

“We know that as you accumulate sleep debt, whether it's from a single all-nighter or from weeks of variable sleep durations, it can exacerbate any pre-existing vulnerability a person may have to stress,” Scullin said. “For instance, if someone has a predisposition to panic attack disorder, sleep deprivation can increase panic attacks by about 40%. This applies to virtually any clinical or subclinical condition, whether it’s stress-related or not – sleep deprivation makes it worse.”

Scullin added that even with a slight sleep deficit, any sort of negative event, such as a bad grade on a test, will feel much worse than it would for someone who is well-rested.

“It becomes a cycle, and the individual begins to focus on what is worse instead of calming down at night and getting ready to fall asleep,” Scullin said.

So how can a student – or any individual – break this cycle? It all starts with developing healthy sleep habits, which reduce stress and improve academic performance.

Scullin suggests students try three Challenges to improve their sleep, mood and stress regulation.

1. Illuminate! Challenge One class activity that Scullin has used with students for years is called the Illuminate! Challenge, which focuses on students adding more natural sunlight to their lives in the morning hours.

“About 90% of students do not know that we need natural sunlight daily in the morning to tell our internal biological clock when to start ticking. When our biological clock knows it's time to start ticking, it will make us feel more alert, which helps improve our mood,” Scullin said.

Specifically, he suggests:
Spending 20 minutes daily outdoors in natural daylight during the morning hours. Be intentional with this time as something aside from walking to class or other daily routines. Take the time when you would normally be inside studying or eating breakfast to go outside instead.  “Almost every one of my students who has taken this challenge has said their mood and alertness improved,” Scullin said.

2. Deluminator Challenge The Deluminator Challenge eliminates light in your bedroom for a night of better sleep. Scullin said this challenge works by:

Turning off all the lights and counting the number of artificial lights that exist in your environment. How many of your plugs have lights? How much light is coming in through your curtains? Cover up every light source (except fire alarms and other safety devices), including any light coming through windows. Blackout curtains are a good investment, or even using blankets to cover windows will help reduce light at night. It’s easy to adopt this challenge as it is sustainable once it is set. You will find that you can fall asleep easier and enjoy sleeping later in the morning because of the darker environment.  “What normally happens is students see their devices are emitting unnatural light, and it is not nearly as dark as it should be,” Scullin said. “A lot of students in my classes report that this is their favorite challenge because it led to the biggest impact on sleep quality.”

3. Anti-Rumination Challenge Lying in bed thinking about everything you need to do the next day can increase stress levels and interrupt sleep. In a recent study, Scullin found that taking five minutes to write a “to-do” list at bedtime helped student participants fall asleep about 10 minutes faster than others who used that time to chronicle completed activities:

Take five minutes to write down a to-do list of everything that needs to be done the next day. The to-do list offloads stress, gives you a good action plan for the next day and helps you feel accomplished as you check off the goals. When people get more sleep – even just one more hour of sleep per night – “they literally become happier,” Scullin said. That extra hour of sleep can improve social relationships, emotional reactions and cognitive functioning. With improved cognitive functioning comes improved academic performance.  “Adding more sleep to your life makes life better, and it's going to make you better at life. It's going to resolve some of the stress, and you're going to better handle events that are inherently stressful. You're going to enjoy life while you're also taking classes. And you know what? Your grades are probably going to improve.”


baylor-expert-dont-lose-focus-on-spiritual-and-mental-wellbeing

Baylor Expert: Don't Lose Focus on Spiritual and Mental Well-being

Associate Dean for Research and Faculty Development, Associate Professor, Diana R. Garland School of Social Work

Religion and Social Work

Religion and Spirituality in Clinical Practice

Evidence-Based Practice Process

Scale Development

Mental Health (primarily Anxiety and Depression)

Mentoring and Professional Development

Mental Health

Baylor Social Work professor shares tips and resources during stressful half-way mark of semester   Holly Oxhandler, Ph.D., LMSW., associate dean for research and faculty development and associate professor in the Diana R. Garland School of Social Work.   October marks the halfway point to the fall semester and can carry all the excitement, stress and anxiety of another academic term winding to a close. The month also typically marks one of the busiest times of the year for university counseling centers across the nation.

With unique challenges in 2020 related to COVID-19, the University has acknowledged those hardships for all in the Baylor Family by taking the initiative to focus on mental health throughout October.

Baylor University’s Holly Oxhandler, Ph.D., LMSW, associate dean for research and faculty development and associate professor in the Diana R. Garland School of Social Work, is an expert on mental health, primarily anxiety and depression, as well as religion and spirituality in clinical practice.

In this Q&A, she shares tips and resources to students, faculty and staff who are facing all of the typical challenges of another mid-term while also navigating a global health crisis.

Q: The 2020 fall semester provided challenges and obstacles never seen before in higher education. Why has COVID-19 been a uniquely stressful influence on the mental and spiritual well-being of students, faculty and staff? There are a number of reasons COVID-19 has been a uniquely stressful influence on the mental and spiritual well-being of those in higher education. First, there are the unanticipated layers and learning curves of new considerations and adjustments to course delivery, safety protocols, dining, campus activities and communication, to name a few, on top of the typical adjustments and emotions we all navigate at the beginning of each fall semester.

Second, those in higher education entered fall 2020 without the “typical” summer that’s needed to reset, make adjustments and plan for the upcoming year’s activities. For example, many administrators, faculty and staff spent the summer not only planning for the usual upcoming academic year but also reconfiguring classes to be hybrid or online or simultaneously include both in-person and online students, in addition to modifying student activities and faculty research project timelines and plans. For degree programs that include internships, like social work, there have also been additional layers of consideration in order to comply with our professional accreditation standards.

Third, we recognize that many students, their family members, as well as Baylor faculty and staff members’ loved ones, have been affected by the economic impact of COVID-19, adding a layer of financial stress.

Fourth, many within the Baylor community – staff, faculty and students – have needed to juggle childcare and homeschooling their children as they continue to engage in their own work and/or educational expectations.

Finally, the fear of contracting COVID-19, especially among the most vulnerable and high-risk populations, has been constantly present.

Not only are we adjusting to this academic year with new ways of being and new protocols that keep us and one another safe, we’re also facing unexpected waves of fear and layers of grief for the missed events, opportunities and connections we had hoped to experience.

As resilient as our community is, I think it’s important to remember we cannot “operate as usual” because things aren’t usual. Instead, we must allow ourselves and one another the time, margin, flexibility and grace needed to sit with and move through the rising emotions, grief, stress, loneliness, fear and uncertainty as they come. We cannot skip or bypass these emotions, but instead, must move through them, often with the support of loved ones and/or a trained mental health care provider.

Q: Mental and spiritual health are challenging during even a typical semester experience. What are some of the effects and reactions you’ve witnessed to these circumstances among students, faculty and staff compared to a non-COVID-19 semester? As human beings navigating a global pandemic to the best of our ability, our mental and spiritual health have all been impacted to some degree this semester as we have individually and collectively faced a number of unexpected difficulties. I have also seen a beautiful response to the reality of this collective struggle in my interactions with Baylor faculty, staff and students that includes deep empathy for one another and an increase in valuing authenticity as we engage in the high-quality, meaningful work we each do.

It has been a gift to witness Baylor community members holding space for colleagues’ and students’ vulnerability as we admit this is hard for various reasons and recognize that we cannot just push our way through this season. When we admit this isn’t easy and that we are all juggling so much to the best of our ability through thick layers of uncertainty, it gives those around us permission to admit their experiences, too. In fact, I think when we create space for that shared vulnerability and empathy in our interactions with others, we can better assess the current situation, remain present to one another and discern what steps are needed to move forward together, particularly because we’re not carrying an additional layer of effort pretending that everything is fine.

That said, the Garland School of Social Work conducted a couple of well-being surveys since this summer to internally check in on how our faculty and staff are coping with this season and identify the biggest stressors they’re facing and sources of support. Our faculty and staff have also been continually checking in on our students through this season. Not only do we see many noting the same stressors that we’re all facing these days, normalizing how difficult this is for each of us, but the act of nonjudgmentally holding that space for ourselves and one another has been a tangible step of offering the care we know is uniquely woven into the Baylor experience.

Q: How can individuals within the campus community tend to their spiritual health to close out the semester? I would invite readers to take a moment to pause and identify a few spiritual practices that uniquely support them well, even if that means thinking back to less stressful seasons. The key to note here is that these are practices which require regular engagement, similar to if we were to practice a new instrument or sport.

Spiritual practices can vary based on our faith tradition and may include praying; meditating; centering prayer; reading our religious text; walking a labyrinth; journaling; practicing gratitude; listening to a sermon or faith-based podcast; praying over and contemplating scripture; engaging in creativity; practicing daily examen; or listening to spiritual music. Some practices may involve other individuals that can be done safely, including seeking spiritual direction, participating in a Bible or faith-based book study with others or engaging in worship (even virtually!). These practices can offer a sense of groundedness and a reminder that God is with us, including through this season.

As we continue to navigate this season of uncertainty, it is critical that we intentionally weave in spiritual practices that offer rhythms, routines and a grounded faith that can support us well through the waves of difficulty. Especially on campus, I would encourage Baylor community members to follow along with Spiritual Life’s resources and events, or check out Better Together BU, a partnership supported by both Spiritual Life and Multicultural Affairs.

Q: How can individuals within the campus community tend to their mental health to close out the semester? Tending to our mental health in this last stretch of the semester will be so important as we move into the stress of finals, the complex emotions tied to the holidays, grief with upcoming celebrations looking different this year (including how we celebrate holidays, who we celebrate with and the reality of many having lost loved ones to COVID-19) and the reality of seasonal affective disorder on the horizon. In fact, in a typical year, about 5% of U.S. adults have seasonal affective disorder (SAD), with another 10-20% having mild forms of it.

In light of all of the added transition, uncertainty, complexity of caregiving and homeschooling while working/studying at home, layers of loneliness and grief, I do hope our Baylor students, staff and faculty will actively prioritize taking good care of their mental health and supporting others’ mental health care, too. One way I highlight this with my social work students is by recommending creating a self-care plan that pays attention to our physical health, mental health, social support and spiritual health. If we can identify some strategies to holistically care for ourselves well and be mindful of potential barriers to navigate, we may have more resilience and practices to draw from to cope with challenges and stressors that arise.

Finally, although NAMI highlights that 1 in 5 of us are currently facing a mental health struggle, some studies have shown that over 80% of us will meet criteria for a mental illness by young adulthood or middle-age. Therefore, I highly recommend that anyone who is noticing any changes in their mood, diet, sleep habits, behaviors or overall well-being immediately reach out for help. Students are encouraged to reach out to Baylor’s Counseling Center, CARE team or the BARC. Faculty and staff also have resources available through Baylor’s employee assistance program. Other resources for finding a mental health provider include HelpPRO, Psychology Today, Low Cost Help or these additional resources. For those who are deeply struggling, please reach out to the Suicide Prevention Lifeline at 1-800-273-8255 or text ‘HOME’ to 741-741 for the Crisis Text Line. As part of my faith and my social work values, I believe that each of us are worth caring for ourselves, including caring for our mental health alongside our spiritual and physical health.

Q: What successes or bright spots have you seen within your campus experience that offer encouragement to how the Baylor Family has handled the crisis throughout the semester? I am regularly amazed by the Baylor students, faculty and staff, the ways we have navigated the crisis together this semester, and I am especially grateful for President Livingstone’s and Provost Brickhouse’s leadership since March. This semester, some bright spots have included Dr. Deborah Birx’s reflections on Baylor’s efforts to keep everyone safe from COVID-19, the Fall Faculty meeting and Dr. Peter Hotez’s appreciation of how Baylor leaders have kept the Baylor and Waco community safe and following along when Baylor students take over Baylor’s Instagram account (like Brandon Nottingham’s takeover on World Mental Health Day!). As the Garland School of Social Work’s associate dean for research and faculty development, I have also loved learning about the ways so many Baylor faculty are offering their unique research expertise and wisdom to serve others through this difficult time, such as Dr. Emily Smith’s “Friendly Neighbor Epidemiologist” Facebook page to explain COVID-19 information.

I’ve also been reminded of what a gift it is to be a part of the Garland School of Social Work (GSSW) and this community of faculty, staff and students. The resilience, creativity, love for serving others, dedication to the social work profession and care for our students is so apparent within the GSSW. I have especially seen how my faculty and staff colleagues have adapted courses and assignments, creatively considered students’ needs and juggled their research responsibilities while extending grace to themselves and one another as we navigate this season together as a school to the best of our ability. Similarly, seeing our students’ resilience, flexibility, support of one another, commitment to the profession and heart for the clients and communities they serve is truly inspiring. Finally, Dean Jon Singletary’s servant-leader heart for the GSSW and the ways he has supported our school through so much transition over the last five years has been a gift. One example of this includes the two hours of weekly well-being time he extends for all GSSW staff and faculty to use in support of our spiritual and mental health care.

Q: What gives you hope for the spring semester and beyond as students continue through their academic endeavors? Truthfully, our students’ presence and their enthusiasm over the fields of study they are dedicating their lives to gives me hope. As a professor, there is nothing like watching a student become fully alive in the work they are passionate about and feel as though they were made to do. Our students’ willingness to fully participate in the transformational education that Baylor offers, especially in this difficult season of COVID-19, is an honor to witness as a professor and certainly gives me hope. Further, seeing the ways our students are empathically caring for their neighbor by following Baylor’s safety guidelines, growing in their faith, checking in on one another, understanding faculty and staff are doing their very best and continuing to demonstrate their determination to learn and grow is an inspiration.

My hope and prayer for our students as well as our staff and faculty colleagues as we move through the remainder of the fall semester and into the spring is that they rest as they need to and prioritize taking good care of their mental and spiritual health. I also pray that we recognize as a community that by caring for our spiritual and mental health, by taking this season one day at a time, by trusting we are doing our best and by reaching out for help when needed, we give others permission to do the same.






baylor-fashion-forecasting-expert-the-business-and-power-of-color

Baylor Fashion Forecasting Expert: The Business and Power of Color

Associate Professor of Apparel Design and Merchandising

Fashion Forecasting

Fashion Contagion

Fast Fashion

Contemporary Culture and Fashion

Fashion Merchandising

Textile Sciences

Apparel

Retailing

2023 Color of the Year Viva Magenta  Every December for 20 years, the global color management company Pantone reveals its Color of the Year for the upcoming year. For 2023, Pantone has chosen a color that “vibrates with vim and vigor”: Viva Magenta. More than just a pretty color for fashion, Viva Magenta 18-1750 is the result of years of research into trends in technology, entertainment and fashion.

But what does the Color of the Year mean to the average consumer? According to Baylor University fashion forecasting expert Lorynn R. Divita, Ph.D., retailers with this information can offer products that will resonate with their customers.

“Color is the most important factor in whether someone is going consider a purchase,” Divita said. However, “Retailers have to get it right.”

Pantone collaborated with diverse group of industry leaders such as Motorola, Lenovo, Spoonflower fabrics and Artechouse Studio to ensure they correctly identified emerging consumer tastes by making connections beyond the boundaries of fashion.

“Fashion change happens because people demand novelty,” Divita said, “and retailers want to make people happy.”

Using color forecasting is a low-risk way for retailers to provide that novelty. Unlike changes in skirt lengths or pant styles, color is a trend available to everyone.

“You can choose how you do it. It is through a garment? Is it through an accessory? Color will translate to multiple categories. So, everybody can participate in a way that feels comfortable to them,” Divita said.

Color Forecasting is typically a reliable way to predict trends, but it isn’t always sure thing. Consumers won’t purchase something they fundamentally don’t like. To be successful, color forecasters must be mindful of that.

Divita points to the words of cultural reporter and author Virginia Postrel on the two criteria needed for a trend to takeoff: “Do I like that?” and “Am I like that?”

If the answer to both questions is yes, the trend is more likely take off. If not, retailers will be stuck with warehouses full of unsold merchandise. 

Pantone began in 1963 as a color matching standard for the printing industry offering uniformity of color throughout the design and manufacturing process. The numbers behind each color are a recipe for creating an exact match.

According to the Pantone website, “Pantone’s color language supports all color conscious industries; textiles, apparel, beauty, interiors, architectural and industrial design, encompassing over 10,000 color standards across multiple materials including printing, textiles, plastics, pigments, and coatings.” Using this industry knowledge, the company branched out into color forecasting in 1999 with its first color of the year, Cerulean. Today, the Pantone Color of the Year is an eagerly anticipated announcement for the fashion forward.

Only time will tell if Viva Magenta will be embraced or become footnote in pop culture history.  Until then, be on the lookout at your favorite stores for the next big thing.  If you are looking for the correct Pantone Baylor colors, they are Baylor Green 3435 and University Gold 1235. 


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