How Communications Has Changed in 2021 and Beyond

Last year was one of the most tumultuous times in history. A global pandemic, economic downturns, political uncertainty and broad public protest over racial inequality had insurmountable impact. 

The effects have carried over into 2021 and beyond and fuel lasting communications trends, each with significant implications for companies and executives: 

1. Empathy is essential. 

After dealing daily with the health and financial concerns for employees and their families in a COVID world, genuine empathy will underpin actions and communications like never before. Ally Financial offered immediate paid medical leave for any employee diagnosed with COVID-19 and expanded offerings to include free telemedicine consults and additional childcare support. Leaders at New York Life began their virtual Town Halls by sharing their own personal experiences on the challenges working during a pandemic and answering employees’ questions and concerns. 

2. Remote culture is here to stay. 

Even when we return to normal, working virtually will remain a reality. The imperative is creating a unique culture for all employees when many will not be in the office full-time — or at all. IBM saw how remote working made people more human. Employees are invited into people’s homes for meetings, and have learned so much more about each other’s lives, such as where and how they live, and specifics about family members and pets. The plan is to embed this more intimate culture for the long term.

3. Virtual virtuosos are the next wave. 

Mastering virtual meetings is rising as a must-have skill. Now that everyone is getting used to Zoom, Skype, Microsoft Meetings and other technologies, the ability to deliver engaging, interactive internal and external events and presentations will be elevated. Even lawyers are learning how to litigate jury trials via video. Enterprises are offering specific training on perfecting content, delivery and technical know-how in a remote world.

4. The definition of ‘employee’ expands. 

Internal communication goes beyond the employee. In the work-from-home environment, companies will put greater emphasis on including family members in considerations and communications. Patagonia armed parents with activity calendars adapted from the childcare program.

5. Everyone gets a vote. 

Building consensus will guide strategic decisions more than ever. Following 2020’s dramatic events, expect more appreciation for getting input from many sources — external and internal — before big and little policy decisions are made as well as the ways to communicate them. CVS Health increased the amount of employee listening they are doing and shared the information with the right people to help make decisions about hours, protective equipment, bonuses, childcare and more.

6. Global is good again. 

With a new U.S. administration in place, engagement with the world on key issues will be back. Companies need to explain to the average American their points of view and actions and the subsequent benefits of playing on a world stage again. A group of policy advisors, including the senior leaders of JPMorgan Chase, Johnson & Johnson, LVMH and Alibaba, wrote a memo during the Biden transition period outlining the benefits of globalism and how having a global approach can be an “America First” strategy.

7. Purpose matters more. 

Talk turns to action as a result of the numerous racial, gender and economic social movements that are having real influence. The CCO can help define and drive their company’s purpose, values and actions to ensure all audiences understand what their company stands for. Recently, a Fortune-hosted call with CEOs revealed that the coronavirus pandemic has motivated businesses to put purpose at the front of their recovery plans. Leaders reported they are now more focused on racial justice and diversity, climate change and sustainability, and empathy and transparent communication with employees.

8. A skills refresh can optimize opportunities. 

Reskilling receives renewed investment and importance. Programs that teach new skills and boost proficiency can benefit all — despite race, gender or educational background. Communications will play a key role in promoting the vision and programs. In January, IKEA hosted a webinar open to all — but designed for their female employees — on how to be a better risk taker, including how to create a confidence toolkit.

9. It is critical to be able to navigate social platforms. 

It’s not just LinkedIn, Twitter, Facebook and Instagram. TikTok and new players, such as WTSocial (a non-toxic social network), Elpha (devoted to career-building women) and Signal (encrypted messaging app) may all be on the list. Prioritizing and leveraging the right outlets is crucial. And the number of podcasts has grown exponentially. The key is to know which ones really have impact with target audiences. 

10. Can we trust each other? 

Instilling trust is the 2021 challenge. After a year of fake news, political rhetoric and COVID testing and vaccine concerns, every organization must double down on authenticity, transparency and honesty to build back trust. The social media management software startup Buffer is taking transparency to the next level. It publishes the salaries of all employees. It also tracks their diversity numbers publicly and actively encourages companies it works with to follow specific transparency guidelines.

This has been a time like no other. The circumstances faced will change the way we think, act and work forever. Looking at adversity as an opportunity is a prerequisite for building a better future. And it is an opportunity for communicators to step up and make a difference for their enterprises, people and society.