New Trends in Communication
New Must-have Trends – In Environmental Communication
New Trends in Communication – The environment is a subject that concerns a plethora of consumers who ask brands and companies to adapt. Because of global warming, companies question themselves and do not hesitate to change their systems to reduce their environmental impact. This new behavior is dear in their communication. Companies highlight their ecological concerns to build customer loyalty. Many ” bad buzz “linked to the non-respect of environmental or societal standards as was the case for Amazon, Volkswagen, or even Lidl are damaging their image. These companies have undermined consumer confidence under the rain of criticism because of wage exploitation or lies about their greenhouse gas emissions.
Communicating but acting for the planet’s good has become a communication trend, a source of no doubt a flourishing business.
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Communicate Even on What Annoys
Until recently, communication around taboo subjects excludes because companies preferred to hide problems under the rug. But values change with social networks and scoop hunters, and transparency is essential.
Some groups have understood the importance of being more explicit with their consumers to avoid “bad buzz” or rumors’. The SNCF, for example, for the summer works of the RER A, communicated intensively on the subject, using videos, social networks, and a dedicated blog. This communication made it possible to explain the stakes of the work and allow users to understand the situation, avoiding the skyrocketing of discontent because users have seen their journey times extended. In her latest magazine, she returned to the major problems with the various incidents in Montparnasse and the Millas accident. So far, his deafening silence had destroyed his trust with users. Communicating on annoying subjects will undoubtedly become the new trend.
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Digital, a Fundamental Instrument of Communication
E-reputation remains essential because Internet users are constantly on the lookout for all kinds of comments. They often consider that the information established by third parties has more value than that of the company. The e-reputation, whether we like it or not, is a strength or a weakness of the company’s communication.
New Trends in Communication Consumers prefer to give up services, benefits, or purchases if the reviews and reputation do not match their criteria. Paying attention to your online reputation and implementing tools for digital communication is part of the new habits. The importance of the web and social networks reassures consumers. But it can happen to be trapped on the web, a high-risk place, because information and reputation circulate very quickly, especially since the development of social networks. Companies are investing more and more in “community managers” who control and communicate in the event of a “bad buzz.” The company must be observant of its impact and the comments disseminated on the web never to allow a negative image to persist.
Story-Telling, Communicating Becomes Touching – New Trends in Communication
The rise of story-telling in communication has made an impression. Communicating through a beautiful story is becoming an emerging trend even for companies with very traditional communications. That is the case of the BPCE (joint body of the Banque Popular and the Caisse d’épargne), which has chosen to communicate through its activity report to offer communication.
The activity report has turned into a suspenseful literary short story and often off-putting document. The group differentiated itself through this offbeat communication and gave a more sympathetic image to sometimes austere data. This communication surprised the sector, but it helps to dust off the too classic touch of large groups.
Satisfy Young People using Technology
New Trends in Communication –
Large companies are now deciding to rely on techniques that are more likely to appeal to young people. The goal is to address an unusual audience to communicate more broadly. Safran has launched a “Sky maker” application, using quizzes, videos, and a chatbot to meet this challenge. It provides information on careers in aeronautics. Aimed at a young audience, Safran wanted to reveal the challenge of these professions that are often overlooked by new generations. This communication gives a modern image of the company and promotes professional integration. Younger generations are more attracted to technologies and companies that make themselves accessible to young people, and value applications and social networks are rising. This new approach gives businesses better visibility. Addressing young people will enable them to become sustainable.
Communication and Position
a trend has taken hold worldwide, particularly with large groups. Companies are increasingly speaking out on social and political issues. A risky touch but generally appreciated by customers and consumers. In the United States, these positions have remained numerous since the election of Donald Trump. Facebook and Twitter, for example, have embarked on the fight against extremism and fake news. As for France, many companies have expressed their views on the harmful nature of glyphosate (Monsanto’s herbicide) and solidarity VAT. These words and actions of large companies restore their image or show their involvement in social issues. This risky communication, however, often turns out to be beneficial.
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