People joining a political movement don’t usually consider its logic or consequences; they react to an injustice or grievance.
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Beware of 'community washing':
Companies beware the cult of community
The trend for promoting ‘belonging’ risks doing a disservice to the truly public-spirited
In 2017, Facebook founder Mark Zuckerberg, assailed by criticism of how the social media group had facilitated fake news and election-rigging, recast its purpose. Its new mission is to “give people the power to build community and bring the world closer together”. ‘Belonging’ at work can become slightly creepy, even cultish. I draw the line at describing office friends as ‘family’ As the Chernobyl experience suggests, the community fad has a dark side. The mildest symptom is what I heard one Silicon Valley executive describe as “community-washing”, where businesses set up communities to help improve, or whitewash, their reputation. “You see it everywhere,” she said. “User communities, customer communities, with guidelines and rules. I see it being woven into society, but not in any useful way.”
The trend may even be counter-productive. In Entrusted, their book on reforming capitalism, Ong Boon Hwee and Mark Goyder warn that social media’s “new forms of connectedness” could replace real, diverse communities, rooted in neighbourhoods or villages, with self-selecting, homogeneous, virtual ones. Tight-knit communities can also be the opposite of inclusive. Staff who do not conform to some ill-defined “cultural fit” are made to feel unwelcome, or never hired in the first place. “Perhaps you don’t belong here” may be one of the cruellest hints to a team member to look for a job elsewhere.
Unlike, say, villages, corporate communities are impermanent. Their members are subject to official sanction or dismissal, which strains the ties of trust that bind them. I understand why the chief executive of asset manager Invesco recently said cutting 12 per cent of its staff was “uncomfortable for everybody”, but I imagine the discomfort was borne disproportionately by those carrying their desk contents in a box to the exit. Recommended FT & McKinsey Business Book of the Year 2021 The Theranos tale exposes the dangers lurking in Silicon Valley “Belonging” at work can become slightly creepy, even cultish. I draw the line at describing office friends as “family” — a term that has crept into corporate communications. Real families are different: much as we may sometimes want to, it is impossible to fire blood relations.
Community and belonging are powerful forces. It is up to companies to make sure they do not abuse them.
Companies beware the cult of community