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

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.