We are witnessing profound changes in what I call “social tolerance.” Now I’m not an expert or analyst of the deeper social currents that we all observe. But I’m talking to you here as a trend watcher in this podcast.

Since #metoo, #blacklivesmatter and #cancel culture, I’ve been fascinated by the mass movements that come to life on social media.

Since I’m a woman of my times, and very often in agreement with my contemporaries, I think these movements are needed if society is to evolve. I’m filled with sadness when I think of all those women in Iran and Afghanistan who are deprived of freedom and can neither speak their minds nor use their talents. What a waste for a society to deprive itself of women’s intelligence – which could do so much to help their loved ones and their fellow citizens. In many countries, they’re quite simply working without 50% of the population, under the cover of beliefs and values.

I’ve seen how these people acted when what’s now defined as toxic behaviour was tolerated. Let’s be watchful, and sensitive to what the human race will no longer accept. That in itself has a profound influence on our personal lives, but of course on our professional lives as well.

That’s why I wanted to talk about company values in this episode because, as we saw at Adidas recently and with many other companies that are quickly withdrawing their sponsorships or financial holdings, it’s also important to have these discussions now and to broadcast our values as a company, before a crisis arises.

This is where public relations can help you lay out your values to the public. How do you handle these transitions to, say, offer equal pay to the men and women you hire? What actions does the company take? What processes are in place during the hiring process and once the employee is on board?

A company’s employees can become tremendous ambassadors and convey your values.

A company’s values generally reflect those of its leader, who is, in a sense, their guardian. It’s the basis for building a team, and it will help you quickly decide whether or not new employees share the company’s values.

Share your values with the help of a public relations professional. Broadcast them on your social media and your website. It’s the heart and soul of your company.

Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.

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