#COMMSTRANSFORMATION - CORPORATE VALUES AND PURPOSES as a fundament of communication
The era of disconnecting business from values and social issues is over. In the age of endless choice and comparable prices, consumers treat brands as partners who should fit into their world view and care as much about the world as they do.
I don't just mean Generation X or Z, because social awareness has no age. A mature business feels part of the ecosystem and it fits its values and purposes. Companies know that they have enormous power to influence changes in the world and they feel responsible for them.
Business constantly strives for self-improvement, e.g. by reducing plastic usage, stopping testing cosmetics on animals, improving employees' working conditions, or striving for diversity and inclusion.
Ethics are written into the DNA of the modern business. And that's great - I'm pleased to live in a the world that understands that. I also have the pleasure to work at Cresa, which foundation is fighting against the conflict of interest in the real estate market.
In Poland companies increasingly often do not run away from speaking out against the government's actions in their communication. It exposes them to consumer boycotts, but on the other hand, it increases trust for their values and purposes.
However, this comes with many pitfalls - if purposes and values are just a marketing tool, this falsehood especially in the era of internet quickly comes to light. Consumers feel betrayed and do not only stop buying but also voices his objection at loud.
On the other hand, some companies that don't understand the essence of purpose make some fancy campaigns instead of starting with profound changes inside the company - in its operations, management, or employees' treatment.
The last point I would like to make in this short speech is the fear of getting over-promised or even ridiculed when the core business disappears from the communication horizon and the majority of messages are about values or purpose. It creates distrust and makes the company suspected of being artificial and overstatement.
So, let's keep the balance without losing sight of business and purpose.
Luiza Jurgiel-Żyła, President of Polish Public Relations Association & PR Manager at Cresa Poland
Any thoughts or opinions expressed are that of the author and not of Global Alliance.