“Integration” is a word I resist with vehemence, but one I end up using despite myself. Being “integrated” is seemingly a virtue and yet what is actually being integrated with what is normally a mystery. As a piece of business jargon, it’s a ripe candidate for the FT’s Golden Flannel awards.
In digital, everything is by nature connected, making it paramount to specify what you think should be integrated: for us at Lundquist, it’s always the “user” (read: “stakeholders”, or read: “audience”, well actually, just read: people).
The importance of getting “integration” right when it comes to corporate communications – and sustainability communications in particular – was made evident in meetings with German companies in late 2015. This included a session with two-dozen representatives of Germany Inc. – from Robert Bosch, Bayer and BASF through to VW – under the auspices of Econsense, the country’s forum for sustainable business, which invited Lundquist to talk for a second time about trends in sustainability communications.