Could our COVID-19 attitude shape sustainable corporate behavior?
Alexander Preston
Communications & Corporate and Public Affairs Specialist | Passionate about connecting people to purpose and beyond. Views are my own.
Companies and brands have never behaved as well as they are right now.
Some may think that that brands and businesses have been rather excessive with their good deeds and intentions. But I’m impressed by the honest way brands and businesses have communicated during this pandemic.
This pandemic has revealed the desire to speak up, immerse ourselves in social connects. It’s rather ironic that, during these social distancing times, we’re closer than ever to our family, friends and colleagues. The power of the video camera looms its virtual head. This virtual power has served as a litmus test between companies and their audiences which extends beyond marketing.
Companies and brands around the world have stepped up during this pandemic to truly show off the best of themselves. Now the question is how this awesome corporate behaviour can be sustained beyond COVID-19? In our “new normal” let’s consider how communicators will be able to continue with this genuine and compassionate communication rather returning to its old self.
Over the past few months, I’ve seen many brands return to the primary purpose of communications: stimulate, educate and unites its audiences. Why does this work? Because businesses and brands are acting responsible without boasting. For me, this clearly shows solidarity with humility and a contribution to the common purpose during these times.
We’re all global neighbours.
Businesses and brands are getting closer to their local neighbours – many supporting local, national and even global causes and projects during this pandemic. This surge of generosity can only last so long. But, basing communications and engaging on good neighbourly relationships isn’t only possible but profitable.
If communication is about creating the conditions of fruitful and long-lasting relationships and, ultimately, obtaining social acceptability, then, for a business or a brand, it comes down to being a good neighbour: close, yet not intrusive, thoughtful yet not indiscreet, helpful yet not pushy. Proximity is not promiscuity: good neighbourly relations require good manners.
- A Preston, 17 July 2020