The Signals Behind Smarter 2027 Planning  

As planning for 2027 gets underway, many organizations are asking how to keep pace with AI, changing media habits and rising expectations from the people they need to reach.

A more useful question may be, “What will help people find us, believe us and choose us?”

This month, we look at seven shifts that make that question more urgent. We also explore how organizations can find new customer solutions within their own teams and how brands can build a distinction that lasts beyond a moment of visibility.

Seven Shifts Communications Leaders Should Watch 

Pick up a phone or open a laptop, and AI-generated answers are increasingly part of how people discover organizations. Executives are being called on to offer a clearer point of view. And as content becomes easier to produce, distinctive ideas and credible third-party voices matter more.

Those are just three of the seven shifts we believe communications leaders should consider as they plan for 2027. The others touch paid media, measurement and even the information that may shape a company’s reputation before a crisis begins.

In our featured article, we look at what these shifts mean in practice and where organizations can focus their attention now.

Related Insight: Your Next Customer Solution May Already Exist Inside Your Organization

The people closest to customers often see unmet needs and emerging opportunities first. But those observations can remain trapped within teams, accounts or functions.
Our latest blog explores how leaders can surface employee expertise, connect ideas across the organization and turn what their people are learning into greater customer value.

Read the Perspective

The Bottom Line

These stories approach growth from different directions, but they share a practical challenge. How can you turn what an organization knows into something people can recognize and value?

That may mean making your expertise easier to find, listening more closely to your own teams or giving buyers a clearer reason to choose you. As 2027 planning takes shape, each is worth a closer look.

Until next month,
The G&S Business Communications Team