Values in motion: How corporate values differ in the US and the UK

Co-authored by Caitlin Roxburgh & Sam Willis

Geopolitical and economic pressures have prompted questions about whether efforts to address issues such as climate change, equality and sustainability are being scaled back, and whether values, and the way firms communicate them, are in retreat.

Evidence from the US and UK suggests the reality is more nuanced. While firms on both sides of the Atlantic continue to prioritise marketing and business development, the language and emphasis of values-led communications are shifting in response to political and cultural context.

In the US, firms including KPMG US and BlackRock have reduced DEI-focused communications following sustained political pressure. This has not necessarily reflected a wholesale abandonment of values-based initiatives, but a recalibration of how, and how visibly, those values are communicated.

This is reinforced by research showing how US firms are prioritising client experience, while UK firms are placing greater emphasis on talent retention. This highlights how geopolitical context shapes not only what firms value, but how those values are articulated to different audiences.

“I’m definitely seeing a change here in the US where the ESG acronym has become politicised. Companies don’t want to get into a political debate about ESG, so they’re changing the language to things like responsible business or social impact and sustainability.” Pamela Cone, Sustainability and ESG Sage, Amity Advisory.

This divergence between the UK and the US matters. Each year, we’re seeing more M&A activity in the market, weighted towards US firms acquiring or merging with UK firms. Although the US and the UK share some cultural similarities, there is a growing divide, especially when it comes to employee development.

As more mergers happen, these differences may come into conflict. If they do, how are those diverging cultures communicated to the market, to talent and within the business? How firms do this will be key to long-term strategy and success.

To learn more, download the Communicating Values Report and book your place at our upcoming webinar, ‘Communicating Values: driving trust, talent and growth in professional firms’ here.