The new corporate goals: The scenario of corporate communication is changing
We are experiencing an unordinary situation in these times, that requires big changes for our lifestyles.
Even the activities with everything that follows, are transforming, and theirs communication keeps pace, in some cases anticipating the challenges of the future.
But the current crisis has also brought to light great shortcomings, not only structural, but mostly socially and value-related.
For some time, however, a silent revolution has been hovering in the air aimed at filling these shortcomings: the focus in the world of market economy has shifted from “product to consumer” first and from “consumer to conscious consumption” after. Following this trend, corporate communication today changes its face and colors and becomes a promoter of dialogue and inclusion.
The public expands, sharing functional values, visions and community purposes.
According to these new codes, businesses are increasingly paying attention to the coherence of their own narrative and conduct, making it aligned with their own identity.
In this way, a common ground is shared by the aware consumer and the company, in perfect harmony of purpose. And when collective attention turns to inclusion, sustainability and accessibility, corporate communication becomes social communication, aimed at promoting sustainable and collective attitudes or behaviours.
“Sustainability is an asset that can only be understood if one experiences it. Products can change and be replaced one another, it is their intrinsic value that makes the difference, communication must raise the level of conversation and aspire to a higher end. “
But what does this paradigm shift imply?
Today’s businesses are called with their objectives to enrol in a conversation with the community and take a stand in the world, they can not only aim at selling.
The big brands in fact are joining in the scenario of transformation regarding global challenges to arouse debate and bring value in all areas of our lifestyle, becoming players of change.
Where does this stance come from? Consumers know that sustainability is not only the responsibility of the individual but also directly involves companies in all phases of the supply chain, for this reason companies must answer for their own responsibilities by showing that trust towards the consumer is a commitment.
In fact, sustainability from a marketing point of view affects reputation
of the company and also influences its own strategy, its business model and the way in which the company is able to remain on the market and strengthen its relationships with customers, be they consumers, internal or external stakeholders.
Most of the companies that are committed to developing a sustainable model to manage their business, are integrating corporate responsibility initiatives (CSR), which are designed hand in hand with the business plan, to respond to a new conversation and define a competitive and sustainable long-term strategy.
Today’s corporate communication therefore enhances sustainability efforts.
Being sustainable means integrating the economic environmental and social paradigms in all phases of the production chain. In this, the world of communication must take up the challenge and use a 360 ° narrative up to the purpose.