Don’t forget authenticity and vulnerability in the business frenzy.

Don’t forget authenticity and vulnerability in the business frenzy.

Eliza Thompson

Eliza Thompson

There was a quote from Matt Damon earlier this month in GQ where he expressed his feeling on the return to Hollywood: “It has just been a lot, like from zero to hundred again. I was excited to kind of reengage with the world, but I forgot how fast it moves.”

It’s the same story across every industry; and comms certainly had a hectic summer.

This September, The London Underground saw the busiest Monday back since the start of the pandemic, as the rush hour roars back. Bars, restaurants, and cafes have bustled to life with eager customers; the wait for a table at your favourite spot is back. A frenzied summer of global dealmaking and transactions has set records, with almost $4 trillion of deals already signed on the dotted line. The job market is busy, with the second highest monthly increase in new employment coupled with a booming number of vacancies.

Headlines are dominated now by funding news, companies committed to growing their workforce and launches of new innovations. It’s exciting, it's hectic, but it is worth taking a moment to reflect on what we’ve just been through.

When the pandemic blended our professional and personal lives, we learned valuable lessons in authenticity and vulnerability as the world changed around us. Whilst we ride the wave of economic prosperity and reopening, these resilient characteristics will be vastly beneficial.

Zooming out to see the bigger picture

As the crisis of the pandemic hit, conversations became more meaningful as we all stood on common ground. It facilitated more open and authentic discussion as we chatted home lives, mental health, and everything in between. Not only did we see inside people’s homes, including their bookshelves, but opportunities for more introspection and empathy across every industry were revealed.

Some changes were hugely impactful on our daily lives and some more subtle, but we developed a wider and more thoughtful perspective, reframing what we see in the ‘picture frame of life’. A crisis often helps us develop a wider point of view as we question the way we live and what is important to us. However, for many people, it was a challenge as industries ground to a halt or plans were cancelled completely. For those lucky enough to have job security and the freedom and space to dream big, zooming out to see the bigger picture can present brilliant opportunities for improving growth and communications within your organisation.

By breaking free of the prior rigidity of routine, we found ourselves to be more vulnerable. Everyone has experienced the past 18 months vastly similarly and vastly differently; we can resonate and sympathise with our neighbours and colleagues. Beyond seeing the glass as half full, we see new imagined and realistic ideals: moving to a new city, a new career change or a new passion.

The power of authentic and human communication

Whilst it may be tempting for businesses to focus on comms demonstrating growth, success, and innovation, it must be balanced with authentic stories highlighting the impact and human side to your brand. The power to bounce back is more paramount than ever, especially how we set forth with this ability.  This can be showcased with reputational assets- thought leaders, delighted clients, resilient workforces- the important part is to continue to build purpose-led authentic communications. Be wary of following what the rest of the crowd is doing  though, and make sure to march to the beat of your own drum. Audiences are sharp and they know when they are being duped with a manufactured story or a cliched idiom. To avoid these blunders, provide your audience with relatable, passion and enthusiastic messaging without overthinking.

Being vulnerable to stand out in the crowd

In a vast sea of communications, stick out withpersonable and honest stories. For example, the file sharing service WeTransfer had a viral, offbeat campaign entitled ‘Please Leave’, narrated by poet Roxane Gay, reminding audiences of their values of putting people first, and the importance of creativity.

You may feel like Matt Damon and have forgotten how fast pre-pandemic life zooms by, but don’t forget pandemic life either. We learnt a lot, and as hard as it was, in many ways it made us better and more human.

Share this story:

Read more from the blog

Technology

Spark Tech News Roundup – September

Here’s our round up of our favourite and extraordinary tech stories from September. ...Read more

Allison Kroll
Allison Kroll
Blog

Five myths about shaping online reputations.

Having an online presence is an essential part of a business’s operations and a key communication tool at present. It allows us to broadcast messages to a wide audience at any time of the day, connect with customers and stakeholders directly. ...Read more

Claire Walker
Claire Walker
Blog

Is London the new tech listing hotspot?

Last year, we witnessed a rather successful period for investment, seeing the highest amount of global IPO activity in a decade. This flurry continued into 2021, where the UK alone saw more than 50 companies go public, which was more than we saw in the whole of 2020. With the spate of floatation’s this year, are we seeing a healthier investment landscape? ...Read more

Megan Dennison
Megan Dennison

Add a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information