Global Ethics Day 2022, this month, shone a spotlight on business ethics and corruption. In a special ebook published by Retailing Africa, expert brand communications agency, Brandfundi, provides a guide to ethical leadership in crisis management; and analyses why ethical leadership is so crucial in building brands and brand reputation.
Global Ethics Day calls on people to reflect on how to take action to empower ethics to help raise awareness and work towards addressing the most critical issues facing society. It’s an opportunity to demonstrate a commitment to using ethics as a force for good and to empower ethics in everyday life.
Brandfundi managing director and founder, Michelle Cavé, writes in the latest, exclusive eBook for our Retailing Africa LIBRARY, that ethical violations in business contribute to an organisational crisis; but that ethical leadership during a crisis can save a brand, and even grow brand equity.
“A brand’s response at the moment of a crisis is critical to shaping the narrative – shoddy and, more especially, dishonest and half-truth responses can have a lasting and negative impact on how a brand is perceived. For an organisational leader, the gap between doing the right thing and doing what’s best for brand sustainability and reputation is what they’ll be judged on. It’s what will inform the most ethical decisions in that situation. Ethical leadership isn’t about precision; in many cases, the right choices aren’t easy to make, but ethics guides them,” reports Cavé.
Brandfundi lists several ways that brands can strengthen their accountability and ethical leadership; as well as how to behave with appropriate empathy towards consumers, when dealing with a brand crisis that could cause reputational damage.
eBOOK: For more on Ethical Leadership in Crisis Management, and how to handle Brand Reputation Management, read the eBook – free to download from the Retailing Africa LIBRARY.
Main image credit: Pixabay.com.
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