Insights

The transfer to companies of certain responsibilities hitherto reserved for public services is leading the political field and citizen action to move to the point of privatization. From the welfare state to the welfare company, from the National Assembly to the General Assemblies, a shift that develops, in the wake of Corporate Social Responsibility, a new concept of Corporate Civic Responsibility. Deciphering a movement that places economic actors at the forefront - and its impact for us, communicants.

Hybrid real estate, multiplied by our uses, is in the process of upsetting dominant thoughts and is re-questioning actors in the sector, whoever they are, about their ability to integrate these new strong axes in their strategies as well as in their creations.

Today, it's difficult to talk about internal communication without saying a word about cultural transformation. It is everywhere and is taking the form of a new ritual, that of the perpetual evolution of organizations. In our daily life as communicators, we take part in these transformations, initially structural ones, which then announce other more profound ones: strategic and then cultural. It is this movement that it is interesting for us to analyze.

After years of good and loyal service, CSR is back on track. It must be said that the recent criticisms against him have not been kind. Too talkative in his communications, too soft in his actions. In the end, balance was never found, nor was success. It is time to understand that it is deciphering the future that will allow us to change things today.

You welcome the great advances that CSR has made in the economic world, while taking a very critical look at these approaches. Why are we addressing this issue today?

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Let's go back in time... At all times, and for different reasons depending on the era, the way we use language has been central. Above all, in the ability of individuals to differentiate themselves, seduce, convince, take power, overturn systems, change or enlighten the world.

Each system develops its own language and in a world saturated with information where communication is both omnipresent and less and less legible, the art of discourse is probably even more central to the ability of individuals and businesses to distinguish themselves. The greater the hustle and bustle, the more vital is the need to emerge...

Internal communication... a term that seemed almost a bit outdated and that now has almost no meaning. In any case, no longer the one they gave him a few months ago. What does internal still mean today? Internal to what? To an office building? an organization? or to a community?

From a baby boomer generation looking for a career in the majors to a Gen Z. looking for meaning and personal accomplishment, businesses have lost power. They must convince talents that they have good reasons to stick to the good old permanent contract. The only permanent link between companies and their active forces, authorized by French labor law.

By over-intellectualizing communication, agencies forget their role with clients, namely helping to build a lasting relationship with their stakeholders. It's time to change that by cultivating simplicity and focusing on the end result.

The profession of communicator is full of creativity. It is omnipresent, even in the simplest ideas. And its functioning is not governed by the intellect, but by intuition. Certainly, in our job, we juggle concepts, intellectualize and sometimes border on the abstract. But as an agency, it is now becoming urgent to redefine our role. To support our customers in building a lasting relationship with their stakeholders. In my opinion, two keys are essential to answer this question: to cultivate simplicity in our work and to focus mainly on the final result, which is the experience.

Born from an approach aimed at showing the value creation potential of a company and the way in which this value created is distributed among its stakeholders, the Integrated Report was a fundamental revolution in the way annual reporting is designed. Data connectivity, global and prospective vision, coherence and comparability. To better connect information, to give it the meaning and relevance that it does not have when it is simply juxtaposed.

But, by being a natural extension of the Annual Report and carrying all its heritage, the Integrated Report failed, alongside its fundamental change, to re-examine its form.