资源描述：
《万博宣伟-全球发展趋势下的新人文主义（英文）》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、INTRODUCTIONSpanningtwelvemonthsofresearch,WeberShandwickidentified24keyglobaltrendsimpactingthecommunicationssector–andthelargermovementunderpinningthemall.ConnectingTheTrends:NewHumanityoutlinestherisingneedfortangible,human-ledexperiencesdrivingto
2、day’sstakeholders.It’slikelyourworldhasneverundergonesuchasustainedperiodofdrastictransformationasit’sseenoverthepasttenyears.Fromthewidespreadshifttovideo-basedcontent,topronouncedshiftsinpolitics,toaseeminglyunstoppableonslaughtofnewconsumertechnol
3、ogies,wepresentlyexistinaveritablewhirlwindofshiftingconceptsanddevelopments.Forcommunicators,suchhigh-velocityinnovationcanrepresentmanydifficulties.Evenasonetrendordevelopmentisfullygraspedandleveraged,severalmoremayarisetocomplicatematters.Connect
4、ingTheTrends:NewHumanityisanin-depthassessmentofwhatthreadsareconnectingandmotivatingtoday’stransformations.And,in2019,itseemsmanymayhavegrowntiredofthewhirlwind.UNDERNEATHITALLAcrossallofthetrendspresentlyimpactingbrandcommunications,thereexistsacl
5、earandunifyingtheme:ademandfortangible,human-ledauthenticity.Inmanyways,it’salogicaldevelopment.WeberShandwick’s2018globalresearchsurveyrepeatedlyreinforcedthatcommunitypurposewasanincreasinglyvitalpartofcontemporarybusinesscommunications.Acrossgloba
6、lresearchcoveringgovernmentpolicy,consumeractivismandconsciouscrowdsourcing,themessagewasabundantlyclear.“WhetherdiscussingtheneedforgreaterengagementinthesocialmediahabitsofCEOsorexaminingglobaleconomies,researchkeepscomingbacktothecrucialimportance
7、ofvaluesandpurpose.Havingapurposebeyondprofitseemstobegrowingintothemostvaluableassetintheglobalmarketplace.Notinanabstract,romanticsense–butinaconcrete,fiscalsense.”–2018Trends:WhatTheResearchSays2ConnectingTheTrends:NewHumanity–IntroductionIn2019,t
8、hevalueofpurposebeyondprofitremainshigh.However,stakeholdersareincreasinglyseekingatangibleexperienceofthatsenseofpurpose.Furthermore,anexperiencecateredtothemandtheirneeds,asopposedtoanexperiencetheyneedtoseekoutortoleratebynecessity.It’snotenoughfo
