The tensions that will drive digital-first communications in 2021

Looking at 2021, a theme has emerged. Rather than holistic trends driving us. We see tension points. Opposing views. Paradoxes. Conflicts. Opportunities.

Need proof? Look down south where within the first week, the United States’ political tension erupted in armed conflict.

These tensions are not just political. Rather, the political tensions are the result of others: generational, economic and societal.

As communicators, our job is to understand the context and provide clarity. Our jobs are made harder when there is no clarity, but shades of grey. As we look ahead to 2021, embracing and recognizing these tension points will be key. We need to recognize there isn’t one dominant world view or one way of communicating.

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