Back to regaining confidence for a moment. As a communication professional, the lack of this presents you with a choice, including in your collaborations. Are you going to work with the government for your project, or would you rather work with a social organization? Jennifer Vogels underlines the importance of collaborating with non-profit organizations in the post-pandemic world. People like to work with companies that stand for something and are committed to a good cause. But don’t think you can get away with a communication moment like a photo with the directors for Instagram. This goes far beyond your corporate communication strategy. It should be a constant factor in your business proposition.

Jennifer Vogels adds in her article that it makes sense to include ESG objectives (Environmental, Social & Governance) in your communication mix. ESG offers measurable objectives to set up strategic and operational processes in these areas. Measuring these ESG goals is an increasingly popular way to hold companies accountable when it comes to sustainability efforts. And to encourage them to improve it.

If we can draw one conclusion from these developments, it is that the Owner/Partner/Shareholder Email Lists meaning of a brand is increasingly determined by the extent to which it (sincerely) connects itself with higher goals than promoting a product. With joint actions for social goals, you as a brand win the trust of the consumer. If you care about your reputation, that goes further than speaking out about social issues. So no wafer-thin Instagram activism, but concrete actions and solutions.

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Stephan Ummelen also emphasizes that collaborations, or commitment to a social goal at all, must sincerely arise from your own mission . According to him, the social vocation that companies suddenly feel is not a hype but a permanent trend that you as an organization can no longer escape. As stated earlier, citizens also see companies as the ones that are reliable and capable of initiating change. Unlike NGOs or even the government.

Does it feel a bit strange that Shell had the slogan: “Make a difference. Drive CO2-neutral”? Logically. It is important that the social goals with which you want to profile yourself as a company or organization are in line with your mission and activities. Do you board this train without getting your affairs in order internally? Then you fall through the basket. Purpose washing is what Ummelen calls it. Your operating result must be instrumental to your social mission. Otherwise, you may wonder whether your purpose is not primarily financial or reputation oriented. In other words: Practice what you preach .

4. Diversity is a must

Which brings us to that other big value shift. Remember the shifts that come from the megatrends we discussed at the beginning of this summer read? That value shift is about diversity.

The pandemic has brought us back to the fact that communication is not about organizations and companies, but about people. And diversity in the workplace is not only about equality and equal opportunities, but also about making your business better and future-proof. The large mountain of vacancies and the enormous need for good new colleagues are driving this trend. Where will you look, who will you hire?

A healthy diversity in your team ensures that one colleague is much better able than another to select the right information for those specific groups. And is also able to strike the right tone, John verhoeven wrote about this in 2020 .

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