In Times of Chaos, Clarity of Character Becomes the Way Forward

2 April 2025 Reading Time: 4 minutes

by Priya Bates, ABC, SCMP, MC, IABC Fellow:

Why this moment demands reflection, recommitment, and courageous communication

There’s no question—we are living through a time of chaos. War, climate crises, rising extremism, economic volatility, and mass polarization are testing the foundations of our societies. Trust in institutions is declining. Social cohesion is fraying. For many, the ground beneath feels uncertain.

And yet, amidst the dissonance, something else is rising.

Unity.

Conviction.

Courage.

This is not just a time of collapse—it’s a time of choosing.

For individuals and institutions alike, the question is no longer “What do we say?” but rather “Who are we, and what do we stand for when the world shakes?”

The Strategic Communicator’s Call: Anchor, Align, Advance

As strategic communication practitioners, especially those advising organizations that span borders and cultures, we are not passive observers. We are navigators, bridge-builders, and translators of meaning. In moments of chaos, we have the power to become the moral compass and emotional stabilizer for leaders and teams trying to make sense of complexity.

Our responsibility is not only to help organizations communicate clearly—it’s to help them act consciously.

That begins with asking—and helping our leaders ask—critical questions:

Anchor: What are our values, and are we living them when it matters most?

Align: Who do we serve—and who might we be overlooking? How do we bring people together around a cause and purpose?

Advance: What role do we want to play in shaping the future—not just surviving the present? How do we proactively set ourselves up for success beyond the now?

From Performative to Purposeful

We’ve seen this reckoning before. In the wake of George Floyd’s murder and the global racial justice protests of 2020, many organizations rushed to issue statements. But as the news cycle moved on, so did many of those commitments. In recent years, we’ve watched a backlash against DEI, ESG, and inclusive values emerge—with some companies retreating to “safe” neutrality.

But neutrality is not a strategy. In the face of injustice, it’s a position.

Today’s global audiences—customers, employees, investors—are discerning. They know the difference between a brand that performs values and one that practices them. They’re not just asking what your organization sells or does. They’re asking: “What do you believe? And do you believe it when it’s inconvenient?”

Canada and the EU: Signals of Steadying in the Storm

While some governments have leaned into division, others have stepped up.

In Canada, recent months have seen unexpected unity—across regions, industries, and communities—as people rallied to support one another through climate disasters, rising hate, and economic pressures. The federal government, though imperfect, has reaffirmed its commitment to inclusive policies, truth and reconciliation with Indigenous peoples, and social supports in the face of global instability. “Elbows up” has been a rallying cry (from an ice hockey term) that talks to our readiness to defend ourselves and play tough if we have to. 

The European Union, too, has shown resolve. From strengthening its climate commitments to providing refuge for those displaced by war, the EU has emerged not just as a bureaucratic body but as a stabilizing force for collective values. Their actions underscore a truth that communicators know well: in a crisis, consistency and clarity become power.

Individuals Are Choosing Too—And Their Choices Matter

Just as institutions are being tested, so are individuals. We see people around the world solidifying their beliefs—some turning inward, others turning toward community. Some choosing fear; others choosing service.

For communication professionals, these divergent paths are critical to understand. We help organizations listen. We analyze stakeholder sentiment. But we also influence how messages are received, interpreted, and internalized.

In this climate, our role is not to push positions—but to create spaces where truth, nuance, and empathy can coexist. To ask better questions. To guide better conversations. To ensure organizations remain not only heard—but trusted.

What Does Leadership Look Like Now?

The old playbook—stay silent, issue statements, weather the storm—is no longer sufficient.

Today’s leadership requires:

Self-awareness: Leaders must reflect on their own identities, biases, and roles in the systems they inhabit.

Story stewardship: We must tell the truth about the present while holding space for a hopeful future.

Strategic clarity: Leaders must understand the global landscape—not only geopolitics and markets, but cultural undercurrents and generational expectations.

Cultural intelligence (CQ): Global business requires deep listening across differences—not just translating language, but values.

As communication professionals, we must model this leadership ourselves.

This Is a Portal, Not a Pause

Author Arundhati Roy famously wrote:

“Historically, pandemics have forced humans to break with the past and imagine their world anew. This one is no different… It is a portal, a gateway between one world and the next.”

We are in that portal still. What comes next depends on who we choose to be—individually, organizationally, collectively.

So, as chaos continues to swirl, let us become still enough to listen. Brave enough to speak. And clear enough to lead our organizations… not toward safety—but toward significance.

Because in the end, the most powerful communication isn’t just what we say. It’s who we are…and the world is watching.

Image by Ideogram

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Priya Bates is an award-winning strategic internal communication consultant, president of Inner Strength Communication Inc., and Co-founder of A Leader Like Me Inc. She is also the co-author of Building a Culture of Inclusivity: Effective Internal Communication for diversity, equity and inclusion. 

With over 30 years of experience helping global organizations connect purpose to people, she specializes in building inclusive cultures from the inside out. Priya is also certified in Cultural Intelligence (CQ) and facilitates assessments to help leaders and teams build the skills to work effectively across differences.

Written by: Editor