The role of communications in a VUCA world - Kademy - chunk 10

continuing to head in the right direction. Ensuring that the values of the organisation are clearly communicated is also key. This is not about words on the wall, but about actionable guidelines and agreed ways of working and behaviours as a way of creating a genuine feeling of shared purpose. According to Porter Novelli’s 2021 report ‘Purpose Perception’, when a company leads with purpose, 76% of respondents are more likely to trust that company and 72% are more likely to be loyal to that company. Uncertainty Key to managing uncertainty is an organisation’s willingness to listen.