In the loop: how can communications industry leaders build effective remote workplace relationships to support the UN sustainability agenda?

Purpose This study investigates how leadership within the Public Relations and Communications Industry (PRCI) can foster inclusive, sustainable remote working practices aligned with the United Nations. Agenda for Sustainable Development (UN Leadership Lab, 2023), with a specific focus on SDGs 5 (gender equality), 10 (reduced inequalities) and 11 (sustainable cities and communities). It explores the impact of remote deployments on leader–follower dynamics, motivation, creativity and productivity, with particular attention to female and LGBTQ + employees. Design/methodology/approach Adopting a phenomenological and interpretivist stance, this qualitative study employs semi-structured interviews with PRCI professionals in advertising, design and publishing. The research is grounded in Leader/Member Exchange (LMX) theory and utilises thematic analysis to explore changes in leadership style and team cohesion following the pivot to remote work. Findings The study found a marked shift from democratic to autocratic leadership styles during crisis-driven remote deployments, resulting in involuntary “out-group” formation. Women and LGBTQ + employees were disproportionately excluded from decision-making, undermining well-being and productivity. High-quality leader–follower relationships fostered trust and resilience, while exclusion led to demotivation and psychological strain. The role of technology-mediated communication was dualistic, enabling both connection and covert exclusion. Originality/value This study challenges core LMX assumptions by demonstrating that “in/out-group” membership during crisis transitions can become involuntary. It provides a contemporary framework for inclusive leadership in hybrid settings and offers sector-specific guidance for aligning communication management with the UN SDGs.