True beauty lies within…
Opinion: Mathijs Voordenberg, Managing Partner at COSYN
In a rapidly evolving world where societal challenges loom large, the role of companies has fundamentally shifted. This transformation is already very much evident in external communication, where it’s all about authenticity, transparency, and purpose. Gone are the days when businesses could rely solely on stunning visuals and compelling advertisements to win hearts and minds.
We see this development for example in the anti-branding or post-branding movements that are challenging conventional corporate branding practices. These concepts advocate for a new approach to branding, aligning with the values of civic and activist groups rather than corporate interests. Brands like Patagonia are a great example of this trend.
But we also see this shift happening within less activist companies. The public expects more and more substance behind corporate claims – consumers are up to 4 times more likely to buy from purpose-driven brands. Plus, purpose-driven companies report 40% higher levels of workforce retention. As a result, organisations at large are having to double down on purpose and (re)consider their contribution to society.
But where do authenticity, transparency, and purpose start? They must be at the core of how a company functions – they must start from within. This is to say that your business' values must take centre stage. They must be reflected in your company culture across the board, and they must guide all your business' actions.
This is not only a positive development but also a necessary one. From a young age, we're taught that true beauty comes from within. Unfortunately, many companies still engage in disingenuous communication, such as greenwashing or pink washing, to maintain a façade. Their messages are beautifully crafted, but their actions don't follow suit.
Luckily, it's becoming harder and harder for companies to get away with such false promises. Customers are increasingly on top of business' actions, and they want to see concrete examples of CSR commitments. Similarly, there is a growing pressure and scrutiny from employees to see real, positive change within their organisations. And when these expectations are met, employees can become brand ambassadors – vouching for the organisation even outside of work.
This is to say that the boundary between external and internal communication is blurring. Branding, recruitment marketing, employer branding - it all starts at the core of the organisation. So, what does this shift mean for us internal communication professionals? Simply put, it highlights the importance of fostering engaged employees, cultivating a strong culture, and emphasising purpose and authenticity within organisations. And it re-states the importance of internal comms in shaping workplaces that are meaningful beyond profit.
As we've long known, true beauty lies within. By aligning internal communication strategies with the evolving expectations of employees and society, companies can build genuine and impactful brands from the inside out. Brands that thrive, attract top talent, offer a great place to work, and contribute to a better world.