Include the lowest possible level of leadership in decision making to ensure aspirational values and actual behaviour align.
As brands coped with COVID-19 related disruptions, their company values altered. Businesses leaders must leverage this opportunity to rethink their organisation’s purpose and transform new values to implement “on-the-ground” change.
Re-evaluating pre-conceived enterprise values like requiring employees to interact in person for work can help companies bridge the gap between their purpose and values that drive everyday decisions. Outlaying a baseline for ways to act and creating a starting point can help executive leaders guide employees and ensure the brand's values are upheld.
Inserting small, low-effort emotional changes like emphasising agility, known as cultural hacks, can help brands instil default behaviours that drive “on-the-ground” change. Assess the business purposes, implement small changes and ensure the brand’s actions reflect its values and mission.
[5 minute read]