Brands in Motion: A uniquely human response in unstable times

By Ben Fisher , Head of Health

As we start 2024, it is important to reflect on lessons from the year just gone, what has changed, what we have learnt. We need to ask the question, what it is that we can do better? Healthcare communications is a dynamic area and what worked in the past is no guarantee for what will deliver success in the future. The recent Brands in Motion data gives us a body of research that allows us to challenge ourselves and keep up with ever-changing environment.??

Now in its sixth year, our research encompasses the opinions of ≈15,000 consumers across seven global markets, supplemented by views from over ≈1,000 healthcare professionals. The data unearthed some common themes and implications for corporate communications and maintaining a healthy reputation amidst shifting expectations.??

Living in such times of instability and uncertainty – geo-political tension, cost of living, rapid advance of technology – impacts us all. It raises challenges for our society, our politics, and also specific challenges for brands. How can we meaningfully be part of the conversation, and part of the solution? In many ways, the response we saw in the data is a uniquely human one – a need to act with urgency and address the specific needs of the moment.??

Consumers increasingly look to brands to be pillars of stability in turbulent times. We see this expectation clearly and consistently over the past three years of data. It is a constant expectation of our stakeholders.??

This heightened anxiety and prioritisation of personal needs is a pattern observed across all markets and demographics. It underscores the increasing challenges brands face today. With rising scepticism and higher expectations, navigating these waters requires a careful balance between meeting immediate needs and staying true to the brand's core values and purpose over the longer term.?

Some key principles emerged from the data to help us navigate this environment: transparency, the importance of internal reputation, and the power of corporate reputation in healthcare.??

• Transparency is the number one antidote to scepticism. It's about pushing boundaries in sharing data on crucial issues, ranging from financial results to customer feedback, and from company purpose and mission to employee experience. Leaders and companies that are brave enough to showcase their vulnerabilities are likely to gain more trust. We must push the boundaries of what is comfortable with regard to being transparent.??
• The idea that internal reputation is distinct and separate from external reputation is challenged by the data. The latest findings suggest that a company's internal reputation is, in fact, its corporate reputation. This "glass door effect" means that how brands talk about employee experiences, satisfaction rates, benefits, and support is crucial – not just internally but also externally. 92% believe that employer-employee relations are among the most essential characteristics for a company to build and maintain a great reputation. Employee wellbeing is ranked as the most important social issue, even above health inequality. How we care for our employees is proof of how we will engage more broadly.??
• The impact of a strong and healthy corporate reputation cannot be overstated. It's a critical factor that influences the beliefs and behaviours of our stakeholders. The strength of corporate reputation has the potential to be a barrier to, or a driver of engagement and clinical consideration of products. Once functional factors like efficacy and safety are met, the corporate reputation of a company becomes the most significant driver for healthcare professionals in treatment consideration and recommending medicines. A healthy reputation can’t be taken for granted. It must be fought for and built over time in the way we engage, behave, and communicate.

You can read both reports here:??

https://www.we-worldwide.com/insights/brands-in-motion-2023-healthy-reputation-more-than-medicine?

https://www.we-worldwide.com/insights/brands-in-motion-2023-new-rules-of-corporate-reputation?

Please reach out to Ben Fisher, Head of Health, to find how WE Communications can support you ([email protected]).