ANALYSIS: Wishes for Well-Being Don’t Go as Far as Actions

“In these trying times, I hope this message finds you well.”

Of all the ways that an organization’s approach to their communications with employees, customers, business partners, communities, and other stakeholders can backfire, starting a message with a generic, insincere statement like this is probably the most ubiquitous. But whatever tack an organization takes, it’s crucial to remember that even the most benign-sounding of communications can have an impact—an impact that may hit squarely upon the well-being of the audience.

A marketing announcement that comes off as out of touch with the cultural moment could lose potential customers. ...