2009 is the year of "Change", from politics to lifestyles. We probably won't see the "End of Oil" but will definitely see the "End" of many things...some good and some bad things. Corporations, governments and even non-profits all need to embrace change. We have all become trapped in a disconnected system that was not adapting to a new and changing realities, not adapting to the changing needs of our customers and societies.
Reinvention and transformation is not a choice, it is a matter of survival. We needed to adapt or die, to reinvent or to wither.Many industry leaders see this coming and are externalizing "change" as part of their communication platform. It is not only smart but also timely. There's never a better time to tell the world. Organizations are more than just systems, resources and assets, and definitely more than a set of income statements. Companies as living systems, part of our societies and therefore their actions cannot be separated from other social responsibilities. There are more than one bottom line. Expect to see many companies re-emerge after this crisis as kinder and more responsible corporations.
Global insurance leader Aviva has taken advantage of the wind of "Change" and launched a very successful marketing platform to advocate "Change" in the insurance industry. It is one of many industries that consumers wanted to see change. The site Let's Change Insurance allow people to ask any questions about insurance. I mean any questions. (Disclosure: Aviva is an IC client and this is one of our creation).
Healthcare is another industry waiting to be transformed. Humana launched a site as healthcare reform ChangeNow4Health is a blogging community site designed for healthcare reform. The goal is to engage healthcare bloggers to come together to share ideas on ways to change healthcare for the better. There are a few communities on the site that focus upon that include simplifying the business of healthcare; prevention and health maintainence and making healthcare simple. It is a snart attempt as part of a Health 2.0 movement.
Another "Change" campaign was from a union of unions, Change to Win was founded in 2005 by seven unions and six million workers to build a movement of working people with the power to make work pay for everyone. Their goal is against how the Bush-appointed majority of the National Labor Relations Board (NLRB) stripped workers of their most basic rights and protections through a sweeping set of decisions issued in Sept 08. The ad is part of a wide-ranging public education campaign launched over twenty cities throughout the country, from Washington, D.C. to L.A. No question "Change" is in the air.
