The demand for simple yet powerful communication is increasing. In our increasingly complex online world—populated by users who are reading less and struggling with literacy—it is essential for organizations to use clear language.
Converging trends
A quick glance at the (digital) news shows how urgent the situation has become. Several trends are coming together:
- The shift from a text-based to a visual culture, where images dominate and written content plays a supporting role (see also our article on developing a strong brand identity).
- Declining literacy rates in society. Reading and writing skills are deteriorating rapidly, especially among younger generations. In fact, young people are reading less than ever before—so much so that The Reading Coalition launched a Christmas campaign in 2024 to promote reading.
- Aging populations are also affected. As cognitive abilities decline, more elderly people struggle to navigate both online and offline communication.
- Scammers thrive on confusion. In 2023, 1 in 10 Dutch citizens fell victim to online fraud, fueling insecurity and distrust.
- The internet itself is becoming more unreliable. Advanced technology makes it easier than ever to spread fake news. Faces in photos and videos can be altered, voices can be imitated, and biased reporting is increasingly accepted in a society heading toward “Pillarization 2.0″—where people live in their own ideological bubbles.
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Simple language, clear communication
There are many ideas on how society can tackle this issue. Governments and municipalities are already experimenting with using simpler language in their official letters, which are often highly technical and bureaucratic. There are also campaigns aimed at educating citizens about phishing, identity fraud, and other forms of digital crime.
For young people, a solid education is essential—this includes focusing on language skills in schools but also fostering a love for reading. Libraries play a crucial role in this, as does social media, where dedicated book lovers have long gathered under trends like BookTok.
For older generations, the key is providing the right tools and support to help them navigate digital spaces with confidence.
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How should businesses respond?
Tot zover ligt de focus vooral op overheid en samenleving. Maar hoe speel je hierop in als organisatie? Wat zijn de lessen die je kunt leren? Wij hebben drie tips voor je:
1️⃣ Ensure a clear message. This is the core story of your company, ideally written down in a brand guide. By consistently communicating it across all channels and visual elements, you build trust and recognition with your audience.
2️⃣ Leverage the power of repetition. In today’s fast-moving online world, you may need to share your message ten times before it truly reaches the right person. The challenge is finding the balance—how do you reinforce your message without overwhelming your audience?
3️⃣ Simplify your communication. Eliminate unnecessary complexity and refine your language. Are there too many difficult words? Long sentences? Jargon? These are the easiest barriers to remove, making your message clearer and more accessible.
Simplicity doesn’t mean superficiality
Fortunately, marketing isn’t about crafting the most beautiful prose—it’s about being clear, building trust, and persuading your audience, all without sacrificing depth.
Struggling with this? Let us help. At Vuurwerk, we specialize in sharp, effective communication and marketing. We support you at both a strategic and practical level to refine your branding and language, ensuring your message resonates with everyone.