Article | by Andy Wood

Post-Brexit Brussels and the end of all humanity

 

Following Freestyle's attendance at this year's European Communications Summit (ECS), strategy director Andy Wood shares his personal highlights from the event.

This year’s European Communications Summit (the 10th anniversary no less) was a gloriously sunny two-day affair in the heart of Brussels.

Freestyle were there in force, running a workshop session (Disruption Techniques in the Corporate Sector, available below) and soaking up high profile speakers from the world of European politics, corporate business, cutting-edge technology and the public sector. Below are my personal highlights from this year’s summit.  

 

CSR doesn’t work

If you didn’t already know, old style ‘bolt on at the end of your annual report’ CSR activity doesn’t cut the mustard in a social media dominated world ready to expose unscrupulous practice. A long list of global corporates, including Egon Zehnder, Roche, Microsoft and Vodafone covered the key theme of ‘Social Licence to Operate’. They spoke of unwritten social contracts between people and companies, and recognised that companies can only successfully trade when ‘the people’ feel they’re worthy of trust.

Roche commented: 'You can't offset socially harmful activity anymore. The questions you need to ask are: why are you in business? Does this help society? Is it good for us? If you can’t answer, you need to question the future prospects of the company you’re working for.'

Vodafone followed up with: 'When public perceptions and expectations become out of step with your business activity, you’re in trouble.' In summing up, Egon Zehnder suggested the best way to judge anything you do as a business…

Alan
Cooper

New Business Director

Alan is Freestyle’s Founder and New Business Director. Get in touch with him for more information on the work we do, Freestyle Partners (DAM) and your upcoming project.

01926 652060

alan.cooper@freestyle.agency

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