Purpose communications—the new industry byword for corporate social responsibility messages—are getting a closer look from stakeholders.
From diversity, equity and inclusion (DE&I) to environmental impact, companies are supposed to show how they have taken action on a range of issues consumers consider important. Industry research on brands taking a stand on social issues is now firmly entrenched.
And, the real risk for organizations and their communications teams lies with investors.
Activist investors—deep-pocketed individuals who use their dollars to drive change—are increasingly pressuring organizations to follow through on their purpose commitments. Whether it’s a fund pushing fossil fuel companies to increase decarbonization efforts or a single investor looking to force fast-food chains to adopt new animal treatment standards, the threats to companies are changing.
The ESG connection