- Authentic Purpose Is Not Political – and It Drives Reputation: “Purpose” was one of the most over-used phrases post-pandemic, when companies sprinted to write and publish purpose statements and commitments. But like most types of “washing” these initiatives fell flat, and now the practice has generated fierce criticism and attracted the attention of activists in our more polarized post-election environment. Authentic purpose is not political – it must be intrinsically connected to your business, well-understood and embraced by your people, and relevant to your most critical stakeholders. When it achieves all of these, your reputation benefits.?
- Employer Brand: From Litmus Test to Leading Role: The value of employer brand is no longer just about recruiting – it impacts investing, consumer spending, and general reputation, and is a primary force in shaping perceptions about organizations. While companies are no longer facing a great resignation, the war for truly top talent will continue to intensify, and employer brand will matter more than ever. With Gen Z becoming a greater force in society, their expectations of corporate behavior – especially as employers – put employer brand front and center, making it an imperative for storytelling.???
- Brands Take a Stand … Selectively: The era of brands taking a stand for its own sake is over. For the most part, the expectation that companies will make public statements in support of or against major societal issues, political debates, or controversial causes has waned, and instead companies are participating in conversations where they have permission and real skin in the game.? This opens up a lane to take a position on things that are genuinely aligned with an organization’s purpose and business, and where it can truly make a difference.? Authenticity and alignment with stakeholders will become the new standard for taking these positions, rather than concerns about being left behind in your silence.???
- Companies Are Now Problem Solvers, Change Agents, and Safe Harbors: Our faith in government, religion, education and “the establishment” more broadly continues to decline.? And in today’s polarized and politicized environment, we increasingly turn to companies – often our own employers – as a source of truth and certainty. Employees are increasingly seeking workplaces that are a safe harbor from polarized, divisive political issues. Unlike the Covid-era expectation that companies could and should solve the biggest societal problems, today we expect companies to focus on issues that are more directly in their sphere of influence and aligned with their stakeholder priorities. You can count on potential employees, especially Gen Z and young millennials, to do their homework about your values and choose accordingly.????
- For Brands in Trump 2.0, Avoiding Politics Doesn’t Mean Skipping Policy Discussions: Expect the trend of organizations avoiding politics to continue for at least the next two years, if not longer. Companies now “walk the line” on all aspects of politics in an environment where activities once viewed as patriotic – like on-site voter registration or time off for voting – are now considered controversial. If newspapers are avoiding endorsement of candidates, it stands to reason that companies will do the same. You might say that purple (as opposed to red or blue) is the new black when it comes to political activity. (Unless you are a big tech company, where a $1 million donation to the inaugural fund seems to be table stakes.) This points to an important distinction between politics and policy discussions – opting out of one is not the same as opting out of the other.? Having a voice inside the D.C. Beltway still matters, not necessarily as a lobbyist for your organization specifically, but as way to help shape policy for some of the biggest issues the country faces. With what is expected to be a pro-business administration tackling the biggest ticket items imaginable – tax policy, trade, healthcare reform and more – CEOs will continue to serve as “America Inc.” advisors and advocates. It is vitally important to keep your seat at the table, and this will be an era where visibility and influence inside the Beltway will be more important than ever.?
President, Marketing and Communications and Octagon R&CPMK Global Inclusion and Impact Lead
3 天前Always such great insights shared, Carreen!!
VP, Global Corporate Communications | TCS, Verizon, BMS | Reputation Management | Change and Transformation | Technology Brand and Communications Strategist
3 周I agree with you, Carreen, a strong employer brand and a clearly stated authentic purpose are more important than ever. Strong insights in this piece.