By Katie Barnes – Senior Director at Lambert by LLYC
As 2024 wraps up, many public companies are preparing to share their year-end results. Traditionally, these communications spotlight financial performance, growth metrics, and, of course, shareholder value. But this year, the backdrop is different. The current cultural climate is charged with economic anxiety, rising class consciousness and a growing wave of anti-corporate sentiment.
The phrase “eat the rich” isn’t just a viral hashtag—it’s part of a broader movement that expresses frustration with the rising cost of living, economic inequality, corporate greed and the perception that c-suites and board rooms across the country are more out of touch than ever with everyday struggles.
Recent events, like the tragic United Healthcare shooting and subsequent CEO wanted signs popping up around New York City should give every company pause when considering how to talk about their definition of financial success moving forward. Tone-deaf messaging that’s overly celebratory or narrowly focused on shareholders could easily backfire, and companies will need to figure out how to deliver necessary updates to their stakeholders while demonstrating sensitivity to the world outside their balance sheets.
Here are some suggestions to help you communicate thoughtfully and responsibility:
Put people at the center of your story
Instead of focusing solely on profits and shareholder value, highlight how your company’s success benefits employees, customers and communities. Share real examples. Did growth allow you to expand benefits, invest in workforce development or support community initiatives? If yes, then say so. Now more than ever, people want to know that corporate success means something beyond the bottom line and they want proof that the success is trickling down in meaningful ways.
Think stakeholders over shareholders
“Shareholder value” is a loaded phrase right now, suggesting profits over people. While it’s important to communicate with investors, balance your messaging by talking about stakeholder value instead. Consider discussing how your strategies aim to benefit not just shareholders, but also employees, customers, suppliers and the environment. This approach shows you’re thinking about the bigger picture.
Highlight fairness and responsible decision-making.
If your company’s success has come with significant growth in executive compensation, tread carefully. Consider proactively sharing how your company promotes fairness and, as long as it is true, share how compensation structures are designed to reward contributions at all levels of the organization. Highlight efforts to close wage gaps, provide desirable benefits or improve working conditions. This helps push back against narratives of corporate greed and tells a story we sometimes shy away from for fear of shareholder backlash.
Be humble.
Celebrating success is fine, but in this climate, a more measured, humble tone will resonate better. Avoid triumphal language like “record-breaking profits” or “unprecedented returns.” Instead, aim for a tone that’s confident but grounded: “steady growth,” “resilient performance,” or “sustainable progress.” Humility goes a long way always, but especially right now.
Keep it real.
We’ve seen enough Apple Notes apology screenshots on Instagram to know that people can sense performative empathy and PR fluff from a mile away. If your company has areas where it can improve, own it, acknowledge it, and make it happen. Your messaging should always match your actions and if there is work to be done, commit to improvement and hold yourselves accountable.
In this anti-corporate era of heightened frustrations, your year-end message should be more than just a financial update. This is an opportunity to demonstrate that your company’s success isn’t isolated from the real world — and that you’re committed to being part of the solution, not just part of the profit.