No one will argue 2020 has been a year unlike any other. The good news is it is winding down. However many of the challenges and issues we have faced will extend into 2021. Political division can’t be ignored, COVID-19 cases are spiking again while we await a vaccine, and the social justice movement continues to surge and evolve.
In short, the world will not suddenly “go back to normal.” We can likely expect next year to be as volatile as 2020, if not more.
Customers across all industries are more engaged on social issues than ever, which will continue to fuel this atmosphere. Our customers and stakeholders are increasingly deciding what brands, companies and organizations they will support based in some measure on their stand on societal issues. According to a recent study (The Purpose Pulse 2020), six in 10 respondents indicated it is important or very important that organizations take a stance on issues that matter to them.
While there is no expectation that a company take a position on all issues we face as a society, it is imperative to examine the issues most relevant to their audience and prepare thoughtful responses for key stakeholders.
Purpose-driven organizations will more successfully navigate through the current environment — defining their core reason for being and the impact they seek to have on the world. This defined “purpose” then serves as a guidepost for positions on critical issues.
We cannot simply say “good riddance” to 2020. Instead, we must take proactive measures to stay ahead of the challenges organizations will face in 2021. Leadership teams that understand the type of questions that will inevitably arise and how to address them will differentiate themselves and stand out as leaders in 2021.
Now is the time to undertake a thoughtful process to become more a purpose-driven brand and design strategic communications strategies that bring these messages to life.
As your organization prepares for this new and evolving dynamic, MERGE is here to assist. For more information, contact us at mergecomms@mergworld.com.