How can organisations truly engage, inspire, and lead their people through constant change? This question was at the heart of Broadsword’s most recent B. Inspired event, created in partnership with internal communications specialist, Something Big.

Leaders in communications, talent, leadership and development came together at The Circle to explore the future of the workforce as recent data from Gallup estimates disengagement is costing the world economy over $400 billion in lost productivity. On the panel: a line-up of experts ready to unpack the challenges and opportunities shaping communication strategies. 

In context: New Generations = A new era of work

Author and generational expert Chloe Combi, set the scene with a keynote examining how five generations are now working side by side for the first time and how this diverse workforce is reshaping culture. Combi challenged stereotypes about younger employees, debunking myths like ‘all Gen Z want to be working from home’ and noting mistakes like forming groups purely based on age rather than mixing generations. Blending experiences and perspectives can only lead to a richer workplace culture and skill sharing.

Generation Z and A will shape the workplace in the next 5-10 years, and currently they are veering away from broadcast communications and opting instead for community, with Snapchat emerging as the number one social media app amongst Gen A. The reality is that, inside this group and outside of it, people want to be connected emotionally.

The panel explored what generational differences mean in practice: creating campaigns that resonate for dynamic audiences.

Starting with connecting the next generation, Global Graduate Development Manager, Paul Haynes shared how his organisation is creating meaningful onboarding experiences and bespoke learning that reflect new expectations from early career talent who are asking “what’s the next step” from the get-go. Haynes referenced an International Innovation Project made in collaboration with Broadsword – a virtual event where different markets came together with the opportunity to present to senior executives. Making it an event worth attending was the top priority, with a live audience tuning in to watch and hosts and contestants made into avatars. The deeper purpose of the event was fulfilled and beyond training, it resonated with the audience: “If you know your people … that’s where authenticity comes in”.

When it comes to communication – make it intentional.

CEO at Something Big, Sally Pritchett, acknowledged that while communications can unite and connect teams, there are challenges and pitfalls when trying to engage everyone at once. How do you create intimacy and make employees feel understood when you have hundreds of thousands of staff? An overload of the same messaging with the aim of wide reach won’t work.  She emphasised the shift from “broadcasts from HQ” to intentional conversations and two-way dialogue to facilitate meaningful connection.

How do you design experiences that make a genuine impact?

According to Charlie Walker-Wise, Services Director at RADA Business, leading through change doesn’t just mean presenting a message, but having the ability to move your audience emotionally – and the way to do this is storytelling. When it comes to engaging thousands at a business event “we sanitise and sterilise messages” whereas the power of story is that it can lead more effectively to behaviour change. He referred to a leadership experience created with Broadsword using Verbatim Theatre, where a selection of the workforce was interviewed on the challenges they were facing which was then transformed into a script and finally a play performed for leadership. What would usually look like a survey and data on a screen, became an undeniable experience that gave employees a voice and ignited emotional investment for leadership who became invested in a positive outcome.

Creating better workplace cultures

Misty Oosthuizen, Head of Transformation Communications, concluded that belonging is built intentionally by inclusion done well:  “Every single one of us is sitting in this chair to create a culture where we can thrive, and we all thrive in different ways”. Communications often fall flat because leaders make assumptions of their people rather than spending the time to understand them. She recommended bringing people into change and making personas to get to know their needs better. Communications campaigns made this way feel credible; they resonate and speak directly to the audience. Meeting people where they individually belong, creating psychological safety, and “sweating the small stuff” when it comes to employee engagement make people feel seen and heard.

Navigating communications in 2026 and beyond

The final B. Inspired of 2025, set the scene for developing a more impactful communication strategy for leaders and organisations in the year ahead, helping our audience to stay ahead of the curve.  The future of leadership in change needs fresh strategies and the way to do this looks like listening to and reassuring your teams, wearing your core values, building honest conversations and two-way dialogue – this is key to being ahead of change and creating a better workplace culture.

Events agency Broadsword works with global in-house teams to create impactful employee engagement experiences and events. Get in touch to find out more.