SenateSHJ Top 10 Predictions 2016: Authenticity is the 'it' word

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This year, authenticity is the ‘it’ word

SenateSHJ’s top 10 predictions for 2016

SenateSHJ

| Top 10 Predictions for 2016: Authenticity is the ‘it’ wordSenateSHJ - grounded in smart thinking

One | Being real is king


This year, manufactured performances and slick brands are out. Authenticity is in.

Business and political leaders know the public want clear messages and straight talking. Corporate jargon or political rhetoric will turn them away.

They’ll use their own language and channels, and they’ll talk directly to their audiences.

The most successful among them will earn trust by inspiring people, without making empty promises.

A strong story, purpose and vision will help them do this.


Two | Influence me


More than ever before, strong narratives will unlock influence.

Consumers only want to see or hear news that interests them. And thanks to the many news aggregators and apps available, they control what they see.

We will all need to work harder to be included in their news feed.

Organisations must create narratives that connect, and tell stories that are meaningful to the people they want to reach – not just meaningful to themselves.

Video will be central to telling stories that influence. The medium will continue to grow, and will become one of the best ways to entertain, inform and influence decision makers.

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Three | In transparency we trust


Trust in corporates is still a vital issue.

This year, consumers will continue to be wary of being lied to; they’ll demand accountability, integrity, and “walk that matches the talk”.

Businesses must find ways to be influential and transparent, especially on social media. This will call for bravery, and some risk-taking.

But organisations and leaders who are open, honest and communicative, will find the rewards are well worth it in the long term.


Four | It’s not just about the polar bears anymore


In 2016, climate change will get personal.

It’s no longer a woolly fear; it’s a real threat – and it’s beginning to affect all of us in some way.

More organisations will invest in the environment because people will expect them to. Those who show they are doing this will improve their reputation.

Brands that don’t will get publicly questioned and shamed – just as those brands who were perceived to be sexist, racist or cancer-causing ones did in the past.


Five | Pull your blinds: cyber-crime and privacy


This year, cyber-security will rise up the risk register, because cyber-criminals are damaging people, their businesses and reputations on a global scale.

Last year’s Ashley Madison data breach showed that for some brands, it’s impossible to recover from a cyber-attack.

At a personal level, we’ll be a bit more cautious and resist sharing our details online.

Businesses that don’t prioritise cyber-security risk damaging their brand, reputation and intellectual property. Not to mention their customers.

And while individuals may be careless about personal information, they won’t easily forgive a business that loses their personal information.


Six | Self-disruption: it might get disturbing for some


More organisations and entire sectors will have to do things differently this year.

Whatever industry you’re in, this year it will be shaken up, transformed and evolve in a way that will disrupt previous behaviour(s).

The argument will continue to be, “It’s all about making our lives easier, cheaper, healthier and more efficient”, or “We need to be more efficient to compete”.

We’ll see more products and services we never imagined become the norm, and “mainstream” be redefined. But with these changes comes risk.

Businesses that are slow to adapt will become irrelevant, while those that are too far ahead may crash and burn.


Seven | On the tightrope of work / life balance


Technology means we demand more mobility and flexibility, and companies that offer this will win the talent war.

But the same technology that allows flexible working also allows work to creep into our personal lives. Businesses will learn to respect employee downtime and allow people to switch off.

Swedish companies are trialling shorter working hours to boost staff health and company performance.

This news has resonated globally: nine to five is history.


Eight | News media mimics PR and marketing


Shrinking staff numbers, online channels, click bait.

The newsroom is morphing into an entertainment and marketing hub, and traditional journalism and balanced coverage are giving way to infotainment and celebrity news.

It’s now up to individuals to quality assure their own news sources.

To reach their customers, organisations must understand who those influencers are, how they operate and how to influence them, and develop systems to communicate directly and more widely, more often.


Nine | Fight and flight – coming to a location near you


Last year more than 230 million people upped sticks for a new home.

For most people, the reasons were timeless – like they sought a better life for their children.

Today, terror is driving a lot of migration. In 2016 there will be heightened concern about security and travel, as well as new challenges to diversity and infrastructure.

This will create tension among the intolerant, while the compassionate among us will feel a sense of powerlessness, and a desire to show support.


Ten | Come together, right now


This year, communities, businesses and entire industries will collaborate.

That means solving problems together. Sometimes with customers, sometimes with suppliers.

Even traditional competitors will join forces to win business, and stay in business. Entire industries will collaborate for survival.

Communications will play a major part in explaining this revolution and the benefits it brings.


To learn more about SenateSHJ, please visit www.senateshj.com

Australia New ZealandSydney AucklandNerida Thorburn, GM and PartnerP + 61 2 9256 9700

Julien Leys, GM and PartnerP + 64 9 353 6620

Melbourne WellingtonDarren Behar, GM and Partner P + 61 3 8643 7900

Tracey Bridges, Managing Partner, NZP + 64 4 471 5372

ChristchurchSamson Samasoni, PartnerP + 021 852 083

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