As a communicator, whether you work in agency land for brands, inhouse at a government department, within the armed forces, the emergency services or at an NGO, you have the strategic and technical capabilities to make a story fly in the media – whether factually accurate or not.

“The company has always grown not only organically but also through mergers and acquisitions,” said Djoleva-Minioti, who joined when the company was known as Kraft Foods Inc. sixteen years ago.

Surveys have shown that consumers want a brand to take a stand on the various political and social issues that are confronting our nation.

We tend to think that we can either advertise our way into people’s hearts and minds, or that high profile media appearances are the route to driving visibility and building a positive company reputation.

2020 was the year of the Capital P: pandemic, polarized politics and protests. It was also a seminal moment for businesses to reflect on who they are and where they are going — to really understand their moral compass and get serious about their corporate purpose. Over the last 18 months, we have seen purpose pressure tested by stakeholders and society like never before — it has led to it being redefined, refocused and realigned.