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Versus: Responsibility during COVID-19

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.

Which piece did a better job of reflecting the company's persona?

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