A summary of key message from a recent presentation to a group of Auckland business leaders by Steven Giannoulis, Managing Director and Head of Strategy at Insight Creative.
The world we operate in feels more uncertain than ever. Economic headwinds, rapidly advancing technology, conflicts, social unrest, environmental events, changing customer expectations and constant talk of disruption all create noise, distraction and anxiety.
For leaders and communicators, this presents both a challenge and an opportunity. When uncertainty rises, so does the value of clarity. When people don’t know what to believe, they crave messages that are honest, human and consistent. Being an effective communicator has become a strategic advantage, helping some businesses thrive while others struggle to connect.
What’s changing in communication
The past few years have fundamentally shifted how audiences consume, trust and respond to information. Five trends stand out.
- Authenticity and openness now trump perfection. Audiences have little patience for polished corporate messages. They want honesty, balance and humility. Tell them what you know, what you don’t and what you’re doing about it. Be real, be personal, and they will connect with you.
- Empathy has become a superpower. Listening is the most valuable communication skill you have. Ask questions, acknowledge concerns and show that you understand what it means for your audience. You won’t always have the fix, but you can always show you care.
- Attention, meanwhile, has become a scarce resource. We are all bombarded by messages across every channel, every day. To cut through, make your comms short, simple, visual and emotionally engaging. Say less and mean more.
- Values and purpose have also become true differentiators. People now judge you by what you do, not what you say. Every message should be backed by evidence of how your purpose and values are lived. Stories that demonstrate what you stand for build trust and loyalty.
- Finally, communication is no longer a one-off event but an ongoing conversation. The most effective organisations stay visible, consistent and responsive across every platform their audiences use. Dialogue builds community, connection and credibility.
How to adapt your approach
To communicate effectively in uncertain times, it helps to rethink the four levers you control: message, tone, channel and medium.
Start with the message. Shift your language from “we know” to “we understand.” Lead with empathy and focus on what matters most to your audience. In this environment, people don’t just want information; they want meaning. Speak to both the rational and emotional benefits of what you’re offering, and keep it to the essentials. Nobody has time or headspace for more than that.
Your tone should mirror the humanity and honesty your audience is seeking. Keep it clear and uncluttered. Avoid corporate jargon and write as you would speak to a colleague or friend. Straightforward language and genuine warmth go a long way. Confidence is also important. When everything feels uncertain, your composure and steadiness help others feel more assured. That doesn’t mean pretending to know everything; it means showing that you’re grounded and focused on what matters most.
When it comes to channels, think in layers. A single message rarely does the job. Instead, reinforce key ideas across multiple touchpoints. Face-to-face conversations are ideal for high-impact or emotional messages, while email and social media sustain ongoing updates. Use interactive tools like Q&As, webinars and forums to invite dialogue. Even small cues in everyday spaces, like Teams backgrounds or digital signatures, quietly reinforce your message.
The medium matters too. Video remains one of the most powerful ways to connect because it feels human and immediate. Peer-to-peer communication such as testimonials, case studies and endorsements helps to build credibility in a world where trust in brands has declined. And wherever possible, create opportunities for your audience to engage. Interaction makes people feel seen and gives you the insights to communicate even more effectively next time.
Different audiences, same need for clarity
Every audience is experiencing uncertainty, just in different ways. Customers are increasingly cautious and value-conscious. Many are fatigued and risk-averse, looking for simplicity, control and reassurance. They are far more likely to engage when your messages show that you understand their reality and are focused on helping them achieve what matters to them.
For B2B audiences, the same principles apply but the expectations are higher. These customers want partners who genuinely understand their world and can offer insights that help them perform better. The most successful communicators in this space position themselves as problem solvers rather than vendors, sharing ideas that reduce cost, save time or create advantage. The relationships that thrive are those built on openness, honesty and a shared willingness to navigate uncertainty together.
In B2C environments, the focus shifts to relatability and humanity. Customers respond to brands that feel authentic, down-to-earth and aligned with their values. Real stories, everyday humour and a lightness of touch go a long way in connecting (and building trust ) with audiences who are tired of sales speak and heavy messaging.
Inside your organisation, staff are dealing with the same turbulence as your customers, often with the added anxiety of wondering about their own job security. They want clarity, transparency and reassurance about where the business stands and where it’s heading.
Even when you don’t have all the answers, sharing what you do know and inviting questions helps to build trust. Consistent, two-way communication, combined with genuine recognition of effort and small wins, can make a big difference to morale and connection.
Wider stakeholders, such as investors, partners and community groups, also value consistency and long-term thinking. They are looking for signals of stability, transparency and governance discipline. Linking every message back to your strategy, values and purpose shows that your decisions are anchored in something stable, even when the environment is not. Communicate regularly and simply, explaining what is happening, why it matters and how it fits within the bigger picture.
The golden rules
Communicating well in uncertain times isn’t about being perfect. It’s about being real, relevant and reliable. Listen before you speak. Talk to people, not at them. Keep things short, simple and sincere. Build in opportunities for dialogue and stay consistent across every audience. Above all, avoid the corporate speak that turns people off.
In a world that’s changing fast, the biggest communication mistake is standing still. Try new things, observe what works and keep adapting. Because when the world feels uncertain, clarity and connection are the most powerful messages you can send.
