Communication is trust, and communicating during a time of crisis is a great test of trust. One way to ensure you succeed is to be open about who you are as a company — to reveal your motivations and reflect your company’s persona.
In this edition of Versus, we want to highlight recent pieces by Domini Impact Investments and BlackRock. Domini is a boutique firm focused on responsible investing, while BlackRock is the largest asset manager in the world. But both pieces convey a similar message: the experience of COVID-19 calls for a different way of looking at investing. And what makes them both effective at building trust is that their messages reinforce the personas, and reflect the values, of the companies.