5 ways to get purposeful communication right during the COVID crisis

These days employees, customers and clients demand that brands have a narrative with a central purpose around contributing to societal good.

The process of discovering a social purpose,  finding ways to put it at the heart of core business activity in a way that’s different to bolt-on activity, then sharing what that means to others, are all paramount activities for every business.  It’s not only because it’s simply the right thing to do, but also because purposeful companies grow three times faster than their competitors, have the edge on staff retention and recruitment and can tell fantastic brand stories.

Here are five things to look out for as you navigate your social purpose story:

1. Invest in clear, consistent, integrated communications as an essential part of your social purpose plan.

According to Kantar Consulting’s Purpose 2020 report, 76% of marketing leaders think their organization has a defined purpose, but only 1 in 10 has a corporate purpose statement supported by a meaningful plan to implement it.

Your employees are a great place to start.  Engage them with your plan and they will become your advocates. Transparency is important, and your messages should be aligned across departments and driven from your senior leadership team.