Today, there are five generations represented in the workforce – more than any time before. Leaders face unprecedented disruption, AI in the workplace, economic uncertainty, and the challenge of reaching employees and consumers across dramatically different life experiences and technology preferences. Forward-thinking communicators want to know which platforms, channels and formats to invest in, and which executive engagements will have the highest impact.
Ketchum’s Reputation team shares employee-first research revealing what employees and consumers actually want from leaders. While most 2026 outlook surveys interview CEOs, we took a different approach – we talked to the people leaders are trying to reach – the employees themselves.
The findings challenge conventional wisdom: Gen Z doesn’t want your TikToks. The focus on generational differences is overblown. Across all generations, employees want leaders who are in-touch, accountable, and willing to engage face-to-face – not perfectly polished executives delivering scripted messages.
The data is clear: close your laptop, put down your smartphone, and start walking the floor. In the AI era, the human element of leadership communication becomes more valuable, not less.
Click HERE to download the Executive Summary.
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