How Gen Z expectations are changing crisis comms

From the lingering impacts of the global pandemic to supply chain disruptions, the rippling effect of Russia’s invasion of Ukraine, the energy crisis, rising costs of living, to new expectations around racial justice and diversity and debates on abortion rights, companies are grappling with a non-stop barrage from every angle, and executives are feeling the pressure.

With everything executives are facing, it is hardly surprising that crisis management has become the fastest-growing area of responsibility for chief communications officers (CCOs) and chief marketing officers (CMOs). Our 2022 Edelman Connected Crisis Study reveals that half of the CCOs and CMOs surveyed say that their crisis responsibilities have increased amidst the rising pressure for hyper-transparency and immediate action on issues.

Unfortunately, our data shows that despite this increased focus, companies are still unprepared to navigate today’s issues landscape, respond to a growing number of stakeholder groups, and protect trust in a crisis.

Companies underestimate expectations around their role in society