Why 2020 will be a year of ‘actionable social purpose’

Communicators will help lead the way with concise, compelling messaging about organizational values and the collaborative processes for achieving them. Here are 10 trends to watch.

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Less talk and more walk is the foundation for top 2020 communication trends, each with significant implications:

1. Social good drives business and attracts employees. Competing on social purpose will be a winning strategy for many organizations. Almost two-thirds of employees think their organizations should focus on communicating strategy, value and purpose, and eight out of 10 consumers say they want their brands to have a social purpose, with millennials expecting it as a point of entry before they even consider a brand. The chief communications officer can help define their company’s purpose, values and actions and ensure all audiences understand what their company stands for.

2. CEOs in turmoil. 2019 saw a record number of CEOs leave their positions, many in conflict with their respective companies’ values. Whether by choice, poor performance or alleged misdeeds, more than 1,300 CEOs in U.S.-based companies departed in January through October. The pace is likely to continue in 2020. Getting organizations ready for a new CEO will be a crucial strategic and operational communications skill set. Pitfalls include failure to clearly explain the process or rationale behind the leadership choice and overpromotion of the new leader.

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