10 impactful communication trends for businesses
Honest, emotional storytelling underpinned by an evidence-backed, thoughtful narrative resonates more than ever
From CSR and ESG to Sustainability … what terms are we going to be using next to define progress? “Corporate citizenship” and “impact” apparently!
So how can businesses navigate today’s shifting language? And does a change in wording alter how we build engagement?
Because despite the world’s socio-political turmoil, consumers STILL expect businesses to make a positive contribution to society.
These were some of the issues debated at ReThink Hong Kong's sustainability conference in September by leading communicators and marketers.
Here are my 10 top impactful communication trends for businesses:
Develop a thoughtful narrative: Frame your impact around balanced and meaningful conversations that authentically represent your business
Share your journey openly: Admitting the challenges as well as the wins can start to earn back consumer trust. Sustainability isn’t easy and it’s ok to say so.
Be selective: You don’t need to share everything you do; pick what your audience most cares about to win their hearts
Show creativity: Avoid a dry, fact-based script and inject some fun into your content
Pave the way: Companies still have an opportunity to educate consumers who are often still in the dark about sustainable processes
Communicate values: Don’t just rely on sustainable products to win audiences over – your brand values on social issues are just as (or more) important
Use hopeful language: Younger, influential generations are embracing inclusive, positive, action-focused language over ‘crisis’ rhetoric
Prioritise ‘E’ and ‘S’: Environmental and Social conversations are taking prevalence over ‘Governance’ for now. Or as I’ve always called it, Purpose & People
Share transparent data: Clear evidence (be careful of AI hallucinations) should drive every impactful story – in both your words and images
Make someone feel: Emotional storytelling is what can truly drive change
No matter what language we shift to (I love the term ‘impact communications’), honest, emotional storytelling driven by an evidence-backed, thoughtful narrative is resonating more than ever.
Easy to achieve? That's where a Chief Storyteller comes in!
If you need support crafting your impactful storytelling strategy, email charley@greaterheightscommunications.com with the subject line ‘IMPACT’.