How to care for your company’s image in face of the current heat of opinions in this interconnected, committed and sleepless world?

It is to no one’s surprise that the caring industry’s image – and here, I include the various segments of the healthcare, beauty and personal care products sectors – is paradoxically under-recognized (and appreciated), when compared to other consumer goods. This is reflected on the ranking of some of the most prestigious institutes worldwide.

Distance does not help evoke empathy and admiration. For years, the pharmaceutical industry has been facing the mistrust of the general public and different segments of society, despite increased efforts to show the positive impact of its findings on people’s lives. Is it lack of transparency? In a market with strict rules and surveillance, perhaps it is rather lacking increased dialogue and integration with society. After all, who is behind a medicine box?

The glamour of the beauty sector, contrary to expectations, is no longer a differential itself.  Certain objective perceptions, others less so, have started to influence consumers, enabling them to act as ambassadors or products critics that decide whether to buy or boycott.

How, then, to care for your company’s image in face of the current heat of opinions in this interconnected, committed and sleepless world?

Giving your brand voice and principles makes a good start. Opening increasingly effective hearing channels and establishing concrete connections with your audience appear rather surprising. Yet allowing consumers to be co-authors of your company’s success can make all the difference.  They, after all, will take you there.

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Cris Moscardi
Executive Director

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