Communicating what matters.
The second edition of Lundquist.trust for Swiss listed companies examined 37 companies that throughout the years have stood out because of their dedication to transparent digital communications. Find out more about how we selected the companies included here.
Uncertain times are shifting expectations: How are companies reacting?
The shift in the scenario brought about by the Covid-19 crisis was not a bolt from the blue. There is no doubt that the pandemic accelerated a series of trends that were already underway, perhaps remaining below the radar for many.
With .trust we have created a communications framework and analysis perfectly suited to interpreting these shifting times, but also a practical tool to guide companies in navigating new communication challenges, a playbook for generating trust with stakeholders that brings together emerging trends, future strategy, and digital communications.
.trust Switzerland Listed 2020
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The crisis brought about by Covid-19 has broadened the rift with traditional approaches to communication. Concrete answers are needed to overcome today’s challenges as well as a proactive attitude that focuses on the role companies intend to play towards the sustainable development of the societies in which they operate.
– Joakim Lundquist
Key Findings: how do Swiss companies stack up?
Purpose, leadership, storytelling, innovation, and Sustainable Development Goals are being used as catch-all terms to talk about the future of a business. But what do they mean in practical terms? How can individual companies translate these elements into a unique vision that strengthens stakeholder relations and elicits greater trust? We created .trust to provide practical answers to these questions and guide companies in harnessing communications to support the business. The .trust communications framework and analysis is built on two axes that intersect to create our communication matrix:
The socio-economic context generated by Covid-19 has provided the impetus for a new wave of communication.
Companies with mature and well-structured communication ecosystems have shown that they know how to contextualise this moment and have gotten ahead of the wave, while others have just been reacting.
This year, nine new companies were included in our .trust analysis, proving their dedication towards corporate communications. Many of the new companies qualified as Traditionalists, which have doubled from the seven Traditionalists last year. An unsurprising trend given these companies just this year qualified for a good level of transparency.
Again this year there are no Explainers, but many companies place within the Glitterati category, performing more strongly in the Distinctiveness pillar. Finally, there has been a positive increase in the Narrators category, from 8 in 2019 to 11 in 2020.
The best of the best
Make or break moment
In this year’s edition we have seen an increased awareness of the importance of transparent communications, also reflected by the greater amount of companies that made it into our analysis.
We have several more companies that made it into the “narrators” category. For many other companies, however, we found that concrete narration that provides substance for commitment for the future is lacking.
Unfortunately, these companies risk lagging behind, and in time they will lose trust and credibility.
This moment we are living should act as a wake-up call, as a starting point in which companies decide to participate in redefining their role in society, for now and for the future. Now is the time to contribute actively to create a better, more interconnected, and sustainable future.
What should companies focus on?
Communicating a clear and concise purpose is crucial for a company’s credibility and should act as an anchor when presenting the following 4 key elements. Since these assets revealed themselves to be many companies’ Achilles heel, these are also the areas that need to be invested in most:
Resilience, experimentations, speed: the perfect combo
In this rapidly shifting context, companies need to rethink strategies, reshape style and channels, experiment, and rethink processes.
Companies have changed the pace of their narratives: stories, snapshots, videos, and clearly focused content. A whole unique narrative condensed into a line of text, into an effective visual element, or in an appropriate podcast. These are the new elements of communications that have made their way onto our screens this year, and they are here to stay.