Mergers, acquisitions, and business transfers are often perceived as primarily financial operations, where cost optimization and profitability take precedence. In many cases, communications come into play too late in the process, as stakeholders focus first on settling legal and financial matters. Yet these transactions are far more than just numbers. Behind them lie stories, corporate cultures, dedicated teams, and customers who identify with a brand and its values. This is a form of wealth that is difficult to measure in dollars, but one that must not be overlooked when determining a company’s value. When a major change begins, this delicate balance is put to the test.

Never Underestimate the Human and Cultural Impact

The real challenge of a merger or a business succession is not only about establishing a new organizational structure or aligning business strategies. It lies in the ability to preserve the soul of the company while setting it on a new path. Too often, a merger is celebrated through promising financial results, while overlooking the impact on internal culture, employee engagement, and stakeholder perceptions. Yet these elements are essential to a successful transition. A business model may look flawless on paper but collapse in practice if the human aspect is neglected.

Communications: More Than a Message, A Strategic Role

A common mistake is to relegate communications to the final stage, when it is time to announce the transaction. However, they should be integrated from the very beginning. It’s not just about keeping a logo, retaining a few key faces, or sending reassuring messages to give the illusion of continuity. A solid communications strategy, one that accompanies strategic thinking and helps build meaningful dialogue with all stakeholders, is a key success factor in any transaction.

Communication experts are not mere messengers: they are strategic partners, trusted allies who help anticipate challenges, resolve potential conflicts, and foster genuine commitment to the new vision. The leading trio to ensure the success of a transaction should include an experienced communications strategist.

A Context Full of Opportunities, but Demanding a Thoughtful Approach

Business succession, which is accelerating in Quebec, raises even more complex questions. Transferring a business is not simply selling its assets: it is handing over a project, a dream, and a network of trust built over time. According to the National Study on Business Succession and Transfers in Quebec (2015–2021), nearly 52,000 business transfers took place in Quebec between 2015 and 2021, or about 7,400 per year. In 2021, there were more than 8,600 transfers, a 32.1% increase compared to 2015. It is estimated that in 2024, more than 24,000 Quebec companies were seeking new owners, as current leaders were looking to step back from management. This trend highlights the growing importance of business succession in Quebec’s economic fabric and points to significant upcoming disruptions in our economy and job market.

In a context where each transaction impacts employment and the vitality of regions, it becomes essential to orchestrate these transitions carefully. Business succession offers a promising path to ensure the sustainability of companies and preserve jobs, if things are done right from the outset. The success of such initiatives largely depends on the ability to maintain the culture and core values of the companies involved.

Key Questions for a Successful Transition

How can we ensure a smooth and thoughtful transition so that the company’s culture and values are not lost along the way? An informed and constructive reflection begins with the right questions:

1 - Will what make this company strong today still hold true tomorrow?

2 - What are the non-negotiable elements of its culture?

3 - How can we ensure that the promise made to employees and customers remains alive and credible?

The greatest success stories in mergers or business succession are not measured by cost savings or created synergies, but by how well the company projects its DNA into the future. And to achieve that, communication is not optional; it is an essential strategic lever.