In the same way that shadow is generated by the idealised ego image of an individual, it can also be created by the brand or values of an organisation. A group’s pride position, which denies the shadow side of their culture, engage in what Jung called, the collective consciousness. This is the “lowest form” of gathering, with all the little egos defending themselves by purporting received beliefs and virtue-signalling in a “hollow togetherness.” Creating a safe environment for genuine human expression will rout this “lonely crowd” and open people to the shadow. Welcomed, the shadow now manifests as a container for belonging and wholeness. The collective unconscious produces art and integrity that resonates with the deep recesses of the human psyche, bonding people in an authentic human experience. These organisations feel real, earthy and inclusive. Every leader has access to this as long as they are prepared to engage with their own shadow.