The Lundquist .trust research, covered in Corriere Innovazione, has highlighted non-listed Italian companies’ readiness in adapting to the crisis caused by the first wave of Covid-19. How have these companies been able to exploit communication tools to transmit their core business and values? How have they been able to operate in a more direct and empathic way, remaining truly connected with users?
Presiding over the digital spaces in the first lockdown proved essential for companies that responded swiftly – these companies set up direct dialogue with employees, customers, citizens, and the country. Now faced with the second wave, proven continuity and consistency in communication is needed for companies to strengthen their role in society.
Form and function – communicating empathically and directly
Social media platforms with videos, podcasts, and stories were used as a means of giving society psychological support in facing the difficulties of today. Angelini, for example, produced a podcast called “the great uncertainty” which acted as a form of psychological support during the first waves of isolation. A space in which companies could narrate the effects and contributions of their production chains – Granarolo and Lavazza with the presentation of their farmers. Social media was, moreover, the platform used by many companies to transmit proactive measures and management skills in a crisis, especially from an economic point of view – state-owned companies such as CDP and SACE demonstrated their contributions to the nation.
The ways Italian non-listed companies interact with their user-citizens are changing
The constant uncertainty created by the pandemic has led to the full-fledged emergence of nascent megatrends that once passed by under the radar, but have now become urgent matters companies must reflect upon to maintain consumer, employee, and overall stakeholder trust.
These can be summed up in three main points:
- The acceleration of change in communication styles that are unfolding on social media
- Strong communication of business identity rather than just commercial communications
- The importance of having a medium-to-long-term strategy to face potential challenges
.trust Italia Non Listed 2020
“In a context of crisis like the one we are still experiencing, traditional communication is no longer enough. Businesses must be proactive with more direct communication about the business, its concrete strategy, and its efforts to maintain stability. The country’s future depends greatly on how these companies will handle the crisis.”
– Joakim Lundquist, CEO at Lundquist