Welcome to the age of honesty
I recently heard Vicki Maguire, Chief Creative Officer at Havas, give a talk entitled ‘Welcome to the age of honesty’. She discussed how WFH has led to more honest conversations between colleagues and clients as people’s personal lives became more visible.
This got me thinking about how many of us have found ourselves at some point in our colleagues’ spare bedrooms on Zoom, with office backgrounds replaced by hung-up washing. WFH has removed the smoke and mirrors of the professional world which has led to more honest, transparent and personal conversations with colleagues and clients.
As a graduate joining TCCC, this has made me feel close to my colleagues. I’ve met my colleagues’ children on Zoom and watched inspiring working Mums juggle family around work commitments. Consequently, all the barriers have been removed as our personal lives have been put into focus. This has created space for more honest and personal connections and reinforced that, ultimately, what makes an organisation special is the people and talent inside of it. Let's hold onto this as we re-enter the office.
Consumers are entering an age of cynicism. A Havas survey found that 71% of consumers have little faith that brands will deliver on their promises and only 34% of consumers believe companies are transparent with them. Consumer brand trust is at an all-time low. It's hardly the most encouraging backdrop for brands who want to help customers navigate the cost-of-living crisis.
Therefore, now is a perfect time, when everything has been broken down and is being built back up, as we enter normal life again, to be honest with ourselves and our customers. WFH has shown me transparency and authenticity build relationships. To build trust and appreciation with consumers, brands must be authentic.
Who will be courageous enough to be as ‘real’ with customers as we all have been with each other, and what might that look like?...
Listen to Vicki’s talk here: https://youtu.be/2NoSl23YHaU