Field Intelligence: Executive Summary
- Resilience in conflict zones isn't just about survival; it's about maintaining human dignity.
- In one of the hardest-hit areas of northern Myanmar, hair and makeup services became a high-demand business because people still want to "feel human."
- Impact businesses should not only provide what people need to survive but also what helps them feel alive.
The Reality of a Conflict Economy
Last week, I was coaching a sales team from the last mile, deep inside a conflict zone in northern Myanmar. What struck me wasn’t just the hardship, it was the resilience of farmers and internally displaced people.
To give you a picture: in that area, three pieces of tomato cost $3.50. Not a kilo. Literally, three pieces.
And yet, in the middle of this struggle, people keep finding ways to live, not just survive. They fight to live with dignity.
The Strangest Business Idea I’ve Ever Heard
In one of my free webinar sessions, audiences from across Myanmar—from the northern hills to the southern delta—joined to share survival strategies. One audience shared an idea I never expected:
“The most in-demand business in our area right now is… hair and makeup.”
At first, I thought they were joking. So I asked: “Why hair and makeup? Is that really necessary right now, when your community is under constant conflict?”
“We Still Want to Feel Human”
Their answers stopped me. And it made perfect sense.
“Even in the hardest times, people still have weddings. They still go to the monastery for donation events. They still want to look good, to feel human, to have dignity.”
That response brought me to tears. Because resilience isn’t just about survival. It’s about insisting on living—and even thriving—in the harshest conditions.
The Lesson for Impact Businesses
For anyone building businesses in last-mile or conflict economies, here’s the truth:
- People don’t just buy products that keep them alive.
- They also buy products that keep their dignity alive.
If you want to make a real impact, don’t just ask: “What do people need to survive?”
Also Ask: “What helps them feel alive?”
That’s where resilience is born. And that’s where the real market is.
