Transforming a reputation
Challenge:
A company in an important industry needed to radically shift the way society viewed its place in the world. The predominantly negative perception held across several sections of society was having an impact on the company’s reputation and licence to operate. There was a profound disconnect between external perceptions of the company and how its own employees understood and valued their contribution.
Solution:
That insight became the catalyst for a multi-year sustainability plan designed to demonstrate the company’s true, positive impact and close the perception gap. Grounded in the organisation’s purpose and culture, fully transparent and independently audited, the programme — supported by a rigorous communications and engagement strategy — fundamentally reshaped external perceptions. This was as important internally as it was externally with stakeholders. The six concrete targets we developed and communicated required the commitment and participation of employees across the world and we ensured that everyone could get involved to achieve our ambitious goals.
Insight:
When a company’s purpose, culture and values are authentic and genuinely lived, and evocatively communicated, even the most significant reputation challenges can be overcome. And by fully involving thousands of employees, the purpose, values and culture of the company were lived and reinforced.
Impact:
The company’s reputation improved measurably, and it emerged as a recognised global thought leader.