The renaissance of “trust” as a value

Seldom before have decision-makers in marketing and communications had to base their yearly planning on such an unstable foundation as today. So much is uncertain, so much is changing. Achtung! CEO Mirko Kaminski talks to Max Ströbel, Chief Strategy Officer of Achtung!.

Max, what can decision-makers in communications expect in the coming year?

Let me answer your question on two levels. When it comes to the big economic and social conditions, it’s never been more difficult for me, to be honest, to make a forecast. There are simply too many dynamics and variables in the game for 2024. In global politics, in Europe, in domestic politics, in technology.

But in concrete terms for our work in communications, paradoxically due to this situation, I can make a clear forecast: we will experience the renaissance of “trust” as a basic value in 2024. Trust will be more important than ever.

How can you be so certain?

During these times of lots of unpredictability, people will be left with no choice but to ask themselves: which people, which companies, which institutions, which media, which communicators can I actually trust – and which maybe not so much? I’m convinced that the question of trust will be the key question for us as decision-makers in communications.

You’re referring to AI-generated content and fake news.

Yes, AI is also a factor – and in this case will be a catalyst. At the latest when it comes to the US election. I can even imagine that, in line with more and more AI content, we will all get more used to searching for signs of what’s real instead of keeping an eye out for some kind of watermark for what’s artificial. The factual, genuine things as a cherished exception, so to speak. In this context, content with substance and credibility will now become increasingly more valuable amongst the competition in communications.

Do you think that certain forms of communication will become the trend?

We are now definitely already seeing that person-centric communication is taking on a growing significance within the communications mix. I expect that this will intensify once again even more in 2024. As people who use media, it’s simply much easier for us to develop an interest in other people than in companies’ brands or in institutions. And we trust people much easier too. At Achtung!, we are building up our competencies in the area of person-centric communication in any case.

Have you got a good example of good person-centric communication?

I would say, most currently, the video of Habeck about the situation in Gaza.

And what else should decision-makers focus on?

In line with trust, I expect that real-life events – which have gradually recovered after Covid – will continue to grow in importance for communications. I also see these as a very effective tool for decision-makers in communications, one which will become more significant looking forward to 2024. Especially because in such complex times, we all look forward even more to when we can have positive, genuine experiences in between.

And now the closing question, as you’re a known fan: will the HSV football club move up?

I don’t just trust it will – I’m even very certain it will.