4 Business Communications Lessons from Greta Thunberg

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Corporate communications professionals can learn much from a 16-year-old Swedish girl with pigtails. Hundreds of companies, online and brick and mortar alike, chose to support the Global Climate Strike. “These companies displayed a purpose that is consistent with the demands of a generation that is concerned with environmental awareness and betterment,” states Sven Klingemann, research director at the Reputation Institute. “Sharing and addressing the concern strengthens both consumer connections and the brand itself.”

Research shows that many consumers, especially millennials and younger people like Greta Thunberg, prefer to purchase from corporations with strong reputations and shared values.

“More than ever, employees are looking to join companies with integrity and a strong purpose so that they can be a part of a positive culture, Klingermann says, noting that Reputation Institute research shows that 66% of employees want to work for companies with strong reputations.

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