Below are key themes that dominated corporate communications news in September 2024.

Brands must stay culturally relevant in a fast-evolving marketplace.

The rapid evolution of consumer expectations is reshaping the way brands manage their identities, particularly in an era where staying culturally relevant is crucial to maintaining trust and loyalty. According to a study by iHeartMedia, consumers now expect brands to move beyond traditional marketing strategies, seeking more authentic, values-driven engagement that resonates with their personal experiences. Fast Company underscored that brand management today is about more than just selling products—it’s about aligning with cultural movements and demonstrating a genuine connection with the audience.

As AI and personalization take center stage, HBR highlighted the transformative potential of AI in brand management, enabling businesses to predict trends, personalize experiences and engage with consumers in more meaningful ways. Meanwhile, Entrepreneur pointed to the importance of a brand’s reputation evolving with cultural shifts, advocating for proactive strategies that adapt to the ongoing conversation around societal values.

These trends are not just shaping B2C interactions but also transforming B2B marketing, as reported by PYMNTS. Businesses are embracing AI and instant engagement strategies to meet their clients where they are — focusing on personalization, speed and relevance to drive brand loyalty even in the B2B space.

Bottom line: As cultural relevance becomes a key differentiator, communicators must guide their organizations in not just keeping up with the moment but in anticipating shifts in consumer values. Leaders need to invest in tools and strategies that enable real-time adaptability, ensuring their brand message remains authentic, personalized, and aligned with societal trends. Building trust through genuine, culturally attuned engagements is no longer optional—it’s imperative for long-term success.

ESG and DEI: Evolving, unbundling or reinventing?

In today’s corporate landscape, the conversation around ESG (environmental, social and governance) has never been more polarized. Some argue that it is no longer relevant, while others maintain that its underlying principles are more critical than ever. One HBR article suggested that moving beyond ESG may be necessary to ensure businesses are truly impactful, as companies look for more tangible ways to align their operations with both sustainability goals and societal expectations. Unbundling ESG into more targeted, actionable strategies is gaining traction, with some experts advocating for a fresh approach that separates environmental impact from corporate governance and social issues, allowing for greater focus in each area. Yet, as FT highlighted, ESG remains a key driver for many stakeholders, though the backlash and political climate in countries like the U.S. has led to a reframing of its importance. The Economist similarly noted that the once mainstream corporate commitments to both ESG and DEI (diversity, equity and inclusion) are facing pushback as societal values shift. In particular, DEI initiatives are becoming entangled in political debates, leading some companies to scale back their commitments, while others are doubling down.

Interestingly, the relationship between ESG and DEI is becoming clearer as they intersect through the lens of social responsibility and corporate governance. According to another HBR piece, DEI can survive this era of backlash if it is integrated with broader business strategies and aligned with measurable outcomes. Forbes reinforced this point, arguing that diversity is not just a social imperative but a key driver of innovation, particularly in industries that require sustainable and ethical decision making. Equity, in particular, is emerging as a critical area where ESG and DEI overlap, as HR Dive noted the growing need to center equity in business operations, particularly when it comes to governance and representation.

Bottom line: As the future of both ESG and DEI hangs in the balance, businesses must carefully navigate the evolving landscape by rethinking how they approach these frameworks. Rather than viewing them as separate entities, leaders should consider integrating ESG and DEI into a cohesive strategy that emphasizes measurable action, long-term sustainability and societal impact. Communicators play a pivotal role in ensuring that this evolution is clearly articulated, authentic and relevant to both internal and external stakeholders.

The changing role of social in executive communications is both an opportunity and a risk.

As traditional newsrooms continue to shrink, LinkedIn has evolved into a key platform for executives to share opinions, insights and thought leadership directly with their audience. Axios reported that LinkedIn is becoming the go-to platform for executives to publish op-eds and commentary, filling the gap left by fewer editorial opportunities in mainstream media. Executives who embrace this shift can enhance their visibility and influence, using LinkedIn to position themselves as industry leaders and foster deeper connections with employees, customers, and stakeholders.

However, it’s not just LinkedIn that’s gaining traction. Some executives are turning to platforms like TikTok — or borrowing TikTok-like tactics — to engage in more casual, personal communications with employees. Forbes highlighted how TikTok can help executives build their personal brands, while Bloomberg noted the growing trend of leaders, like Blackstone’s COO, using videos on LinkedIn to humanize their roles with “dad energy” and authenticity, making their communications more relatable. These platforms enable leaders to reach younger audiences and create moments of connection in an increasingly digital workplace.

While these opportunities are attractive, there are also risks to consider. TLNT warns that an executive’s online presence can inadvertently put their companies at risk, especially when posts are seen as too casual, off-message or controversial. Finding the right balance between authenticity and professionalism is critical for executives navigating these new waters. PR News Online advised that successful “Linkfluence” — the art of using LinkedIn as a tool for influence — requires executives to focus on niche topics that align with both their personal brand and the company’s values, avoiding pitfalls of oversharing or posting off-brand content.

Bottom line: As social media continues to reshape executive communications, it’s crucial for leaders to be strategic about how they engage online. LinkedIn is an increasingly powerful tool for thought leadership, but platforms like TikTok are also emerging as new ways to connect with employees and customers. However, these benefits must be weighed against potential risks to both personal and corporate brands. Communicators need to guide executives through this evolving landscape, helping them maintain authenticity while mitigating risks.

Personalized news habits and the future of brand and employee communications.

As new research highlights, generational shifts are redefining how people consume news — and these changes carry significant implications for how brands and businesses engage with both their customers and employees. According to Fortune, younger generations, particularly Gen Z, are turning to platforms like TikTok and Instagram for news, moving away from traditional sources. This shift signals the need for brands to adopt a more segmented, personalized approach to communication. Forbes emphasized that consumers now expect companies to tailor content to their preferences, and brands must deliver smaller, niche pieces of content that meet these expectations. This shift also applies to internal communications. Ragan highlighted that employees, much like consumers, engage more when content is targeted to their specific needs, roles and preferences. Targeted messages ensure employees receive relevant information, fostering stronger connections with the company.

Bottom line: Whether connecting with customers or employees, personalized and segmented communication is key. As news consumption habits evolve, businesses must meet people where they are by delivering more focused, niche content that aligns with individual preferences. Communicators are key to helping organizations craft messages that are both engaging and relevant, ensuring that every piece of content — whether internal or external — adds value to the recipient’s experience.

The next frontier in employee well-being: Digital balance.

As the line between work and personal life continues to blur in our digital-first world, companies must address the growing need for digital balance. Fast Company highlighted that the constant connectivity of today’s workforce is creating digital stress, which negatively impacts work performance and overall well-being. This new form of stress, exacerbated by remote and hybrid work environments, makes it crucial for businesses to rethink their approach to employee experience. The concept of a “right to disconnect” is gaining traction globally, as discussed in The Conversation, with countries like Australia and the U.K. exploring ways to protect employees from burnout by encouraging them to unplug after work hours. Incorporating policies that promote digital balance not only improves employee well-being but also boosts productivity and engagement. According to the LSE Blog, companies that fail to address digital stress risk losing top talent and facing diminished performance.

Bottom line: Digital balance is becoming an essential part of the employee experience. Companies need to proactively address digital stress by implementing policies that protect employees’ right to disconnect. Leaders can drive this change by promoting a culture of balance, ensuring that employee well-being is prioritized, which in turn strengthens engagement and performance.