The purpose landscape has changed indelibly over the past year and a half. Since issuing our “Pledges to Progress: Proving Brand Purpose” white paper in April 2021, another 100 million cases of COVID-19 have broken out globally.
Naturally, this has initiated continued shifts in the substance, style and tonality of brand communications, both internally and externally. And it’s not just how brands are talking nowadays but about what.
In an updated version of our “Pledges to Progress” white paper, we dig deeper into how brands have responded to increased pressure to demonstrate purpose and take a stance.
Across industries, companies have been especially invested in talking about:
1. MAKING EMPLOYEE WELL-BEING THE FIRST PRIORITY
Employers shouldn’t resign themselves to the Great Resignation. Rather, they must continually remind employees to prioritize wellness with a corporate culture that supports their physical, mental and financial health.
2. DOUBLING DOWN ON DIVERSITY, EQUITY AND INCLUSION
DE&I initiatives can no longer be considered “nice to haves,” and economic instability can’t mean that organizations regress. When discussing the benefits of DE&I in the workplace, leaders should discuss how better business practices can drive social change, reaching beyond the workplace and into the human spirit.
3. COUNTERACTING CLIMATE CHANGE
Sustainability efforts are now a critical point of connectivity and a platform for communication between businesses, brands and consumers.
What do those three things have to do with the pandemic? Everything and nothing. The common thread is that companies that take responsibility for their actions—whether with their employees, customers or Mother Nature—are best prepared to survive these hardships and those to come.
Enough with all the corporate pledges; it’s time for progress.