When you hear the name Accenture, you might immediately think of tech, strategy or sleek global consulting offices. But behind those boardroom doors is a brand that’s mastered the art of purpose-driven storytelling and it’s something every PR, marketing, and communications professional should pay attention to.
As a professional in the communications world, I’ve always been curious about how giant firms like Accenture manage to stay human in an industry built on complex digital solutions.
Spoiler alert: It’s all about clear, consistent, and people-first communications.
Making Complex Ideas Relatable
Accenture operates in over 120 countries with more than 740,000 employees worldwide (Accenture, 2024). That’s a communications challenge on its own. Yet, they’ve built a brand identity rooted in innovation and positive human impact.
Their tagline, “Let There Be Change,” isn’t just a slogan; it’s a platform for storytelling. The company frequently publishes real-world client stories, case studies and human interest features that spotlight how their tech-driven solutions improve lives and communities, not just bottom lines.
“A brand’s value comes from the problems it solves and the people it empowers.”
– Jill Kramer, Chief Marketing & Communications Officer, Accenture (PRWeek, 2023)
This quote is a reminder that no matter how advanced your product or service is, your audience connects with people, not processes.
A Digital-First, Human-Centric Strategy
Accenture’s brand communications thrive in digital spaces, with a strategy that combines thought leadership, corporate responsibility and engaging multimedia content. Their LinkedIn presence alone is a powerhouse, regularly publishing articles, podcasts and employee stories that make consulting feel approachable, even inspirational.
Their Instagram and YouTube campaigns highlight community initiatives, diversity programs and employee experiences. By giving a face to their firm, they humanize what could otherwise feel like an intimidating corporate monolith.
It’s a useful lesson for those of us working in comms: Your audience doesn’t want to be spoken at; they want to be invited into the conversation.
Purpose Beyond Profit
Accenture excels at blending brand strategy with social responsibility. From their Skills to Succeed initiative (aiming to equip more than 3 million people with job skills by 2025) to environmental sustainability pledges, they consistently back up their messaging with measurable action (Accenture, 2024).
The 2023 Edelman Trust Barometer found that 63% of people buy from or advocate for brands based on their stand on social issues. Accenture clearly recognizes this, positioning itself as a leader in ethical, inclusive business.
What We Can Learn
For students, new grads, and mid-career pros alike, Accenture’s strategy teaches us that:
- Storytelling should be relatable, even in technical industries
- Corporate social responsibility builds long-term brand trust
- A brand’s voice should stay human, consistent, and inclusive
As someone entering this space, I appreciate that Accenture proves you don’t have to sacrifice approachability for expertise. You can — and should — be both.
Sources
- Accenture Corporate (2024). About Accenture. https://www.accenture.com/ca-en/about/company-index
- PRWeek (2023). Interview with Accenture CMO Jill Kramer. https://www.prweek.com
- Edelman Trust Barometer (2023). Special Report: Brand Trust. https://www.edelman.com/trust