The role of communications in a VUCA world - Kademy - chunk 11

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. As many have learnt the hard way, broadcasting information in these uncertain times is not enough. Employees need to feel heard and understood. Optimising feedback loops is essential, as well as leveraging channels and opportunities for two-way communications.