In a world where digital transparency, social justice, and emerging technologies dominate public discourse, managing corporate reputation has become a high-stakes endeavor. Companies are no longer evaluated solely on their products and services; instead, their values, authenticity, and adaptability shape public perception. Based on insights from WE Communications’ 2023 Brands in Motion report, here are the new rules of corporate reputation management.
Over the past few years, companies have increasingly engaged with social justice causes like diversity, equity, and inclusion (DEI), gender equality, and climate action. According to the report, these initiatives are foundational for strong corporate reputations, but consumers now expect companies to address personal and immediate concerns like the rising cost of living and environmental sustainability.
Nearly half (50%) of consumers feel that companies speaking out on societal issues are primarily motivated by profit rather than genuine intent. This skepticism underscores the need for brands to back their advocacy with measurable, authentic actions.
To build trust, companies must balance long-term commitments to social causes with immediate consumer needs. For instance, John Lewis Partnership in the UK opted to “forgo profit” to provide inflation aid to customers and employees. This strategic decision not only eased financial pressures but also strengthened brand loyalty during an economic crisis.
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Transparency is vital for trust, yet businesses often hesitate, fearing that openness might reveal vulnerabilities. However, the Brands in Motion report emphasizes that transparency is the most authentic way to demonstrate care and integrity. In fact, 76% of respondents ranked data-backed transparency as the most effective method to enhance reputation.
Many brands falter by overpromising or failing to deliver on their public commitments. Consumers increasingly demand hard data and clear progress reports to validate corporate claims. For example, Oatly, a sustainability-focused company, prints carbon footprint labels on its products, empowering customers to make informed choices while demonstrating accountability.
Transparency doesn’t mean revealing trade secrets; it means sharing meaningful insights about operations, sustainability efforts, or employee well-being. Companies like Codeword have publicly shared their compensation policies, gaining employee trust and competitive advantage in recruitment.
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Consumers are more anxious than ever, with rising inflation, climate crises, and job insecurity topping their concerns. Addressing these issues has become critical for companies aiming to enhance their reputations.
By acknowledging personal anxieties and tailoring strategies to alleviate them, brands can create meaningful connections with consumers and employees alike.
Artificial intelligence (AI) has rapidly transitioned from a technological luxury to a business necessity. Sixty-four percent of respondents in the Brands in Motion survey believe responsible AI use is a critical factor for corporate reputation.
While AI has immense potential to revolutionize industries, concerns about job displacement and misuse persist. Transparent communication about AI’s role in business operations can alleviate fears. Adobe, for instance, has set a benchmark by integrating AI ethics into its development practices, ensuring accountability and trust.
AI tools like chatbots and recommendation systems personalize consumer interactions, creating seamless experiences that reinforce trust. Proactive adoption paired with ethical practices can position brands as tech-savvy yet human-centric leaders.
Today’s consumers are hyper-aware and demand alignment between a brand’s words and actions. In the 2023 report, only 44% of respondents believed that companies are delivering on their commitments, emphasizing the need for brands to “walk the talk”.
Consumers resonate with authentic narratives that connect a brand’s actions to its values. Campaigns like Tanishq’s inclusivity-driven ads in India demonstrate how storytelling can bridge societal values and business goals.
Consumer expectations, furthermore, evolve with global events and technological advances. Companies must remain agile, using market insights to recalibrate strategies and maintain relevance. Failure to address rising concerns—be it inflation or climate change—can lead to significant reputational risks.
Corporate reputation management in 2023 is a delicate balancing act. It requires aligning social justice advocacy with immediate consumer needs. To embrace transparency, leveraging technology responsibly, and staying adaptable to evolving expectations. Brands that rise to these challenges will not only strengthen their reputations but also foster enduring loyalty in an era of heightened consumer skepticism.
Ready to lead the future of corporate reputation management? Explore PR and corporate communications programs that equip you with the skills to succeed in this dynamic field.
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The 2023 Brands in Motion report underscores a profound shift in the way companies navigate their reputations in today’s dynamic, ever-evolving landscape. As the report reveals, transparency, social commitment, and the strategic use of technology are not just desirable traits—they are essential for businesses striving to maintain trust and relevance. The research highlights that consumers are increasingly skeptical of inauthentic behaviour, as a result, demanding real, measurable actions that align with a company’s professed values.
Brands in Motion’s data-driven insights provide a roadmap for businesses to adapt and thrive in this high-stakes environment. For instance, it emphasizes the importance of balancing long-term commitments to global challenges like DEI and sustainability with immediate responses to personal consumer concerns, such as inflation and job security. Furthermore, the report’s focus on transparency—through initiatives like employee testimonials and open progress reports—offers actionable steps for companies to build enduring relationships with their stakeholders.
In this context, the role of public relations (PR) professionals becomes more critical than ever. PR is no longer confined to media relations or damage control; it has evolved into a strategic function that shapes corporate narratives, builds trust, and drives meaningful change. Because this evolution demands a new generation of PR leaders equipped with the skills, knowledge, and ethical grounding to navigate these complexities effectively.
Furthermore, SCoRe is redefining PR education by blending theoretical insights with practical experience, ensuring that its graduates are well-prepared to tackle the challenges of modern corporate reputation management.
Although as businesses navigate the complexities outlined in the Brands in Motion report, the need for skilled, adaptable, and visionary PR professionals has never been greater. SCoRe, moreover, is uniquely positioned to fulfill this need by nurturing future leaders who combine strategic acumen with a strong ethical foundation. Its alumni are driving impactful campaigns but also shaping the narratives that define some of the world’s most trusted brands.
In a world where “it’s personal” is more than a slogan—it’s a reality. PR professionals from SCoRe can bridge the gap between corporate aspirations and consumer expectations. Are you ready to join the ranks of these future leaders? Explore SCoRe’s programs and take your first step toward becoming a change agent in the dynamic world of public relations.
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