If the upside-down world of 2020 has taught us anything, it is that the world needs leaders. Leadership does not rest squarely in the political theater realm, nor does it need to be only at the grassroots level. The force of positive sociopolitical and cultural change rests in the hands of business leaders. Corporate Communications can no longer be a passive affair—a sort of flimsy pastime that the c-suite uses to polish up their brand image. Corporate Communications must be a company’s lifeblood, a company’s spine, a company’s entire purpose for being.
We are entering a new cycle of history wherein young people are rising to unseat the established order of things. The pandemic revealed so many shortcomings in our Western society, and so we have seen the rise of activism, extreme political divisiveness, and economic calamity.
This is not a time to sit on the sidelines. Companies that thrive in a post-COVID world will have firmly established their values and will have aligned all their business around those values. They will have embraced an active role in the communities they serve. They will have become indispensable to their constituents.
Companies that thrive in a post-COVID world will be leaders—not necessarily leaders of their industry or category—but their communities.