Credibility, integrity and clarity will be needed to ensure the content we create connects with audiences of the future, writes reporter Molly Tooher-Rudd.
What does the future of journalism and content creation look like? This was one of a number of questions and themes that surfaced repeatedly throughout the recent PPA Festival, which brought together more than 100 speakers to discuss current opportunities and challenges in B2B and B2C publishing. The responses it provoked were both challenging and inspiring. So, what does the future hold? Let’s get to the answer after a look at some of the other big topics from the day.
One of the strongest threads was the dual challenge of misinformation and the rise of artificial intelligence (AI). While the misinformation and false news that can be generated with AI poses a threat to public trust, there was a more optimistic tone around the benefits AI could bring.
Rather than fearing its impact, the message was clear: we must take a responsible, thoughtful approach to AI. Journalists need to be trained, not just to use these tools but to use them well, to enhance clarity, improve accessibility, and to support rather than replace editorial judgement.
The power of storytelling
Another consistent takeaway was the importance of storytelling, credibility, and connection. Many speakers highlighted that the most successful media brands of the future are likely to be those that combine compelling content with real usefulness and a sense of community.
Storytelling with flair – especially stories that delve into character – is what cuts through the noise. Credibility, built through editorial integrity and clarity, remains foundational. Knowing your niche, maintaining strong networks, and understanding the responsibility that comes with visibility were all highlighted as key to trust and long-term engagement.
Among the media and brand leaders speaking at the festival, naturalist and TV presenter Chris Packham’s session stood out. He offered an alternative, urgent and motivating reminder of why we do our work and the duty we have as storytellers. His call to “drill back to basics”, stay curious, and exercise our individual and collective duty, struck a chord that resonated with his audience. “Empower yourself to make a difference and then you can empower your community,” he said.
Future audiences
Conversations around younger audiences were also insightful. Speakers discussed how Gen Z and Gen A consume media in fundamentally different ways: Gen Z is shaped by algorithms and seeks tailored content, while Gen A already shows signs of wanting more tangible, real-world connections and authenticity. Furthermore, AI is shaping how they define if something is truthful – if they can’t see it, can they trust it?
This led to suggestions that we may see a return to more traditional, transparent media formats over social media.
The power of storytelling endures, but it is clear that the format and tone will continue to evolve to meet new expectations. Ultimately, meaningful connection, not just reach, feels like the key to effectiveness. It’s what will drive quality journalism and content creation in the years ahead.
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