Lost in transformation is now available to watch on demand. We covered plenty, but there’s one thought worth taking away: people don’t judge change on what you tell them. They judge it on what happens next.
On average, 76% of employees went through at least one major transformation in the past year, and trust in employers has fallen five points since 2024 (Edelman, 2026). The way we work has been rewritten. AI is embedded in everyday workflows, hybrid working is the norm, and change no longer arrives in neat, manageable phases. It accumulates.
Employees have changed too. They’re more discerning, quicker to fill gaps in communication with their own assumptions, and more likely to judge a message by what happens next than by what it says. Trust is no longer built through announcements alone. It’s built through experience.
Yet much of internal communication still operates on outdated assumptions: if we send it, people will read it; if leaders say it, people will believe it; if open rates are high, the job is done. The reality is more complex. Messages succeed or fail in the gap between what organisations promise, what employees experience, and what proves those promises are real.
That’s where even good change communications can come unstuck. The message might be clear, but if what people hear from their manager, see happening around them or experience day to day tells a different story, that’s the version they’ll believe.
That’s why we talked about looking at change through three simple lenses: Promise, Practice and Proof. What are you asking people to believe? What are they actually experiencing? And what are you doing that shows the promise is real?
This webinar was for internal communications professionals, and the change and culture leaders who work alongside them. Together, we explored what’s really shaping how messages land today, and what it takes to communicate change in ways that people understand, trust and act on.
You’ll leave with:
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A clear view of how employee expectations, trust and attention have shifted, and what that means for communication and engagement
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A practical framework for identifying where messages lose credibility before trust starts to erode
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Simple, effective principles for communicating change in ways that drive understanding and action
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Ways to use AI to strengthen your communications rather than add to the noise
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Real-world examples of organisations that cut through the clutter and made change meaningful for their people
Watch now
