Emotion Matters: Bridging Business and Social Impact in Times of Change

At the beginning of any new project, I always start with the same question: ‘what impact will this have on people?’. Agnostic works across the corporate, healthcare, tech and consumer spaces but, no matter the client, it’s about placing the human experience front and centre. 

My background in writing for changemakers in social impact has taught me that emotion drives action. And when people connect emotionally, they're more likely to respond.

Today, companies are increasingly expected to tackle social issues, and with public trust shifting more towards corporations than government or non-profits, there’s a unique opportunity for businesses to make a real impact. Those ready to lead have the spotlight; they just need the right strategies to capitalise on it and drive positive change. 

With this in mind, I take a bottom-up approach to strategic communications, starting by understanding the environment, the people involved, and the issues at hand. This is part and parcel of my American-Canadian background, shaped by the years I’ve spent moving between these two countries. 

Now, transitioning to working in Canada means starting again from the ground up – which is my bread and butter. It lets me really tune into the audience and the communities our clients are engaging with, and it helps eliminate any assumptions. 

For example, we recently launched a campaign for a healthcare client celebrating their initiative to accelerate solutions from local innovators to address pressing healthcare challenges in Canada. While the programme was centred on digital health solutions, it was crucial that our message kept patients at the heart of the story. By focusing on people, the narrative was able to resonate with everyone involved: the innovators creating solutions, the patients benefiting from them, and our client driving the mission.

Better Thinking for Social Impact

At Agnostic, we embrace a ‘yes, and…’ mindset. This means that when I integrate social impact in a campaign, I don’t just focus on tech or a client’s innovations. I also explore their values, workplace culture, and how their personal experiences impact their work. This approach is especially valuable for clients whose missions aren’t exclusively centred on social issues, or who might not be in the public eye. 

For example, we recently worked with a tech client known for identity and cybersecurity tools. We used its executive’s paternity leave announcement to create a multi-channel campaign to encourage more men to take parental leave. This was particularly impactful during a time when only 7% of new fathers in Canada took paternity leave and discussions about men and family benefits were missing from the conversation. 

The campaign struck a chord, positioning our client as a leader in inclusive family benefits and showcasing our executive as a compassionate leader – something that’s rare in the tech and corporate world. 

Shaping Communication Strategies for the Future

With the upcoming US election, the shift in energy is palpable. But it’s not just the US experiencing it – Canada is feeling it too. With the NDP’s decision to withdraw support from the Liberals, it seems an election might be closer than we initially thought. And in these environments, people are increasingly looking to companies and organisations that aren’t just weathering the storm, but are actively making a difference.

However, this isn’t the time for corporations to jump into conversations where they don’t have a genuine stake. When tensions rise, there’s a natural urge to act, but authenticity is key. Right now, communication strategies are walking a tightrope, influenced heavily by the context in which businesses operate. With so much at stake in these elections, it’s crucial for companies to deeply reflect on their core values, understand their niche, and stay true to it.

What works in one country might not work in another, especially with different geopolitical tensions or social issues at play. The key is understanding the unique nuances of each market. My experience growing up in the US, combined with my past work in grassroots communications, means I’m not afraid to get into the weeds. I’m a firm believer that the best strategies come from rolling up your sleeves and creating your own path forward. 

With the media landscape constantly evolving and newsrooms shrinking, we’re stepping into a new frontier. And that’s the sweet spot for 'Better Thinking'. Agnostic is staying ahead by keeping its finger on the pulse. We listen closely to public feedback and use data-driven insights to grasp consumer sentiment and trends. After all, real change happens beyond the boardroom.