In some countries, such as the US and UK, politics have become polarized in unsettling ways, which has been amplified by the pandemic. This creates new risks for companies and communicators.
Well-paid knowledge workers in urban environments – generally well-educated, cosmopolitan, and socially liberal – were mobile and could work uninterrupted from the safety of their home as COVID spread.
A larger group of less compensated rural workers – increasingly nationalistic and socially conservative – were physically tied to their workplace (if they kept their job) and were more exposed to risk.
This transformed the traditional haves vs have-nots split into a stew of wealth inequality, educational and political differences, inequities regarding access to technology and preventative health care, and geographic chauvinism.
Executives receiving pay hikes while thousands lost their jobs were seen as greedy and out of touch. This reflected on their companies.
Large firms looking for government support and tax breaks were pilloried by small business owners who couldn’t even open for business.
High-profile people (and organizations) pushing their own agenda were not well received, while those that emphasized the “we” and engaged with communities were appreciated.
During the foreseeable future, company communications should include threads of empathy, inclusion, and contributions to the greater good. Business communication should emphasize the “us” for a while, or even better permanently.
I hope you’ve seen examples of empathy and outreach from your own and other companies during the pandemic. I know of many companies that lost consumer support because of what came across as selfish or tone-deaf behavior.