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As a marketing or communications leader, it’s time to embrace the ability to drive positive change through action. 

In recent years, the jobs of the chief marketing officer (CMO) and communications director have become more challenging, more influential, and more important than ever. Business leaders are increasingly expected to speak out and actively drive positive change in society -- and CMOs and communications directors play critical roles in those efforts.   

The cornerstones of a strong brand reputation are being rewritten in real-time. Consumers and B2B clients are gravitating to brands that show a greater sense of purpose, a sincere commitment to diversity and equity, an obligation to ethical business practices, and relationships built on trust.  

At the same time, CMOs and communications directors are working more closely than ever with chief technology officers (CTO) and chief information officers (CIO). In our “always on” omnichannel world, these leaders must collaborate seamlessly to optimize messaging, media types, platforms, and data to establish deeper forms of connection with their audiences. 

It’s a time of rapid technological evolution, and it’s also a time of rapid change for humanity. Technology is impacting human lives in significant ways -- both positively and negatively. In today’s world, people are looking for organizations that use technology in a responsible manner. They’re looking for businesses that champion positive change in an authentic way. They are ultimately looking for brands that they can trust.  

The role of a CMO or communications director is now at the crossroads of humanity and technology. 

Today’s marketing leaders must focus sincerely on the human experience and the increased role technology plays in our lives. As a marketing or communications leader, it’s time to embrace the ability to drive positive change through action -- both for your own organization and for the world outside your walls. It’s time to examine the role your organization can play in the world. It’s time to focus on the importance of purpose, ethics, and trust.  

Embracing a deeper purpose 

Quite simply, people increasingly want to support and work with companies that are a positive force in the world. One of the biggest drivers of customer advocacy is having a sense of purpose, both as a brand and an organization. Authenticity, transparency, and accountability are now top-line expectations for brands across a wide array of industries. 

That has created a unique challenge for marketing and communications leaders: Their efforts must be sincere and come from “inside-out” work rather than reacting to current trends. The key is to focus inward and make your organization representative of the change you want to see in society. 

For B2B brands, authentic and sincere change can take shape in numerous ways: 

  • Corporate social responsibility (CSR) programs and community engagement 
  • Hiring and recruitment efforts to develop and retain a diverse and inclusive workforce 
  • Examining your organization’s supply and value chains and making improvements that promote environmental, sustainable, and fair labor practices 
  • Amplifying new voices, both within your organization and in your public-facing materials 
  • Developing internal and external communications programs to clearly explain your goals, highlight your efforts, and celebrate your employees’ contributions 

The role of ethics in marketing 

Technology has grown so powerful that it is affecting the workforce in new ways. In many cases, emerging technology is seen as a threat to job displacement. AI, automation, and big data analytics are increasingly relied upon to make key business decisions. They’re also impacting the human experience, both inside and outside the workplace. 

Simultaneously, technology is evolving from a “tool” for humans to a decision-making mechanism, which makes ethics an essential part of the discussion. Start by asking: 

  • Does your organization have a code of ethical standards, and do all of your products and activities reflect those ethical standards?
  • Do your suppliers, vendors, and partners also live up to these principles? 
  • Are you addressing unconscious bias in your research or campaigns? 

These types of moral and ethical questions are catalysts for finding better solutions and approaches. Your brand’s ethics should be woven throughout the organization, and your communications and marketing materials should define, explain, and explore your organization’s commitment to ethical practices.  

Building trust in your brand 

Trust in major institutions is on the decline, and many people think businesses are not doing enough to address fundamental societal issues. Respecting customer privacy by adhering to data protection and privacy laws is just the start. To establish a sense of confidence in your brand, customers need to know they’re your top priority.  

Businesses now must consider every customer engagement as an opportunity to bolster trust. Marketing in the years ahead will be about connecting and delivering value to customers in a way that doesn’t put their information at risk.  

Whether it’s through opt-in features that provide true value to customers or using anonymized data to analyze traffic patterns and user behavior, the industry’s move toward trust-building will be defined by trustworthy interactions.  

Ultimately, CMOs in today’s world must consider the entire customer experience and use every stage of that experience as an opportunity to establish, nurture, and build trust. 

Download our Techlash report to learn how tech brands can reestablish and foster consumer trust.

If you’re a CMO or communications director, we’ll help you succeed. 

The potential reach and impact of your work is greater than at any time in history, and your role is empowered by tools and communications capabilities that have never existed before.  

Airfoil can help your brand tackle the realities of marketing to the new consumer. Whether your business is B2B or B2C, we have extensive experience guiding brands in their communications strategy and integrated marketing efforts. Schedule a free 30-minute consultation with Airfoil to learn how we can help your brand grow, succeed, and resonate with your audiences in the modern world. 


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