Conference Presentation, Keynote, Panel
Say This, Not This: The Words to Use and the Words to Lose
- A political campaign component demonstration is scheduled for two and a half minutes, followed by approximately 15 minutes dedicated to political topics before transitioning to corporate issues.
- Language and trends discussed are expected to emerge in the market roughly two years prior to their widespread common adoption.
- The phrase "peace of mind" is forecast to be widely adopted within the next two years and remains the primary desired state for retirement security, though the public doubts corporations can provide it.
- Visual communication strategies favor single impactful images, such as a seal pup or a nurse holding a patient's hand, over multiple images of distress or destruction to maximize emotional resonance and minimize anxiety.
- Color psychology indicates that yellow and green evoke comfort and positivity, while black and white imagery is predicted to induce fear; red, white, and blue political ads are expected to be ignored due to signaling strong political intent.
- Corporate leadership titles are predicted to shift from "CEO," which carries a negative bias regarding profits and layoffs, to "leader" for greater trust and effectiveness.
- Employee engagement is expected to respond more positively to the concept of "celebration" rather than "compassion," and financial services firms failing to treat employees well face significant threats to their reputation and economic standing.
- Public preference regarding employer offerings has shifted decisively toward "rewarded for hard work," which is viewed as more motivating than "paid for performance" or "build your own future."
- The public perceives "stable long-term jobs" as a higher priority for economic security than "more jobs," and views "paying a living wage" as the primary metric for good corporate citizenship.
- Transparency is strongly correlated with the absence of fine print, the use of "no excuses" for accountability, and the phrase "you deserve" for empowering consumer relations.
- Terms like "forward thinking" and "a lifetime of" are anticipated to be more effective descriptors for innovation and long-term impact than "innovation," "cutting edge," or standard metrics of short-term success.
- Generational shifts are noted where individuals aged 60 to 70 prioritize companionship over material possessions, while the broader public, particularly working-class Americans, fears their future will decline.
- Specific terminology for health and safety, such as "cleaner, safer, healthier," and "deep sea exploration" instead of "offshore drilling," is expected to resonate better with public sentiment.
- Communication styles that avoid teleprompters, stand behind podiums, or use generic phrases like "have a nice day" are predicted to fail, whereas interactive approaches and asking questions will foster better connection.
- Men in professional suits retain higher trust levels in most business contexts outside of specific regions like Silicon Valley and Los Angeles, while the public views small business owners as contributing more to the country than politicians or CEOs.
- The "three E's" (exceptional, extraordinary, excellence) are not yet overused and remain effective for product communication, while visual authenticity requires depicting age-appropriate interactions rather than forcing connections between disparate age groups.