Making Change Stick: How Communication Influences Behaviour
Transformation is now constant. Many organisations are running multiple change programmes at once - each with its own goals, timelines and audiences. The pace has accelerated, but people’s capacity to absorb and adapt hasn’t.
In our research we surveyed over 70 organisations - and spoke with senior leaders across HR, Communications and Transformation - to understand where communication helps change succeed and where it falls short.
Three key insights stood out:
1. The Load Has Outpaced Capacity
85% of organisations say the pace of change has accelerated in the past year, and almost half are managing three or more major transformations at once.
2. Clarity Is the New Leadership Currency
Only 37% strongly agree there’s a clear link between current changes and the organisation’s future. Even fewer (23%) strongly feel leadership provides clear direction.
3. Behaviour Is the Real Measure of Change
Just 22% say change communications are timely and relevant, and only 17% strongly believe employees fully understand and are motivated to support change.
What can you do?
Transformation isn’t real until people act differently. Without behavioural adoption, there’s no lasting return on investment. Communication succeeds when it moves beyond ‘informing’ and influences what people actually do.
The most successful organisations build communication strategies that shape everyday behaviour, not just awareness. Our report explores these findings in depth and shares practical steps to help organisations move beyond informing to truly influencing change - to close the gap, and make it stick.
Get the report
Download our Making Change Stick report to get the latest insights on change communication and discover practical steps to move beyond informing, to influencing.
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