Louise Waller, We. Communications UK, February 27, 2025
Brand storytellers face a paradox: they must capture attention in eight seconds (less than the attention span of a goldfish) while building enough trust to withstand the scrutiny of an increasingly sceptical audience. When snap judgements and “cancel culture” can change brand reputation overnight, the stakes for authentic storytelling have never been higher.
In this challenging but ultimately rewarding environment, brands that look beyond traditional engagement metrics to create genuine emotional connections with their audiences will find success. This might sound like a lot to ask for, but there are guidelines to help you thrive in this complex space. That’s exactly what our research report, The Future of Communications, offers: great guidelines to help you up your game.
The report is a comprehensive deep dive into trends, with relevant insights that help you map out your best moves—exactly what comms specialists need in their toolkit. Below, I’ve pulled out five trends from this report that resonated most for me.
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