EPISODE 185 | Guest: Debbie DeWitt, marketing communications manager for Visix
Internal communications is at an inflection point in 2026. This episode breaks down the six major trends redefining the profession – from helping employees navigate continuous, layered change to understanding why every internal message must now pass a “screenshot test.” With change fatigue ranking as one of the biggest workforce challenges, communicators who shift from event-based messaging to ongoing orientation frameworks will drive real impact.
To thrive in this rapidly evolving landscape, IC professionals need to rethink not just their tactics, but their entire professional identity.
- Learn why change fatigue is now a top workforce challenge and how to combat it
- Consider using AI as a strategic partner, not just a writing tool
- Explore why the internal-external boundary has collapsed
- Hear about the emerging trend of microcommunities and employee-led comms
- Avoid common pitfalls as you craft your communications plan
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Transcript
Derek DeWitt: Every year, we look at what’s kind of going on in the mindspace of internal communications professionals and where they’re putting their focus and their resources. Now that the first few months of 2026 are in the rear view, we can take a look at what new trends and tech are emerging. At least for now, because in today’s fast-paced environment, what’s cutting edge in April might be standard practice, or even completely irrelevant, by June.
To talk to me today about all this is Debbie DeWitt, marketing communications manager for Visix. Hi, Debbie. Welcome back to Digital Signage Done Right.
Debbie DeWitt: Thanks, Derek. I always look forward to our trends episode every year.
Derek DeWitt: Yeah, yeah. It actually gets a lot of listens. And speaking of listens, thank you everybody out there for listening. I remind you, you can subscribe and review and you can follow along with a transcript on the Visix website.
So, Debbie, before we look at 2026’s unique trends, should communicators be doing some kind of reflection on how the last year went?
Debbie DeWitt: Absolutely. I mean, even though the trends are evolving rapidly, like you said, the fundamentals of good planning haven’t really changed. You know, you need to take a look at last year’s audience engagement data and identify where the gaps are. You want to review which channels actually moved the needle versus which ones just, quite frankly, created noise. And this year especially, you need to look at whether you contributed to change fatigue or helped people navigate it.
Derek DeWitt: Ah, yes. Change fatigue – a term I like. And I understand it’s actually becoming kind of a massive issue.
Debbie DeWitt: Yeah.
Derek DeWitt: For the first time, change fatigue shot to #2 on the list of biggest challenges in the annual survey that Gallagher does. Since 2020, 85% of executives report an increase in change initiatives, with over half seeing more than a 25% increase compared to pre-pandemic levels. That’s a lot of change in kind of a short period of time.
Debbie DeWitt: It really is. And here’s the big problem. The global workforce can only cope with about 50% of the changes being thrown at them, according to Gartner Research.
Derek DeWitt: I mean, that’s a huge gap.
Debbie DeWitt: It is. And according to Gallup, resistance rarely comes from change itself, which I think is very important, because it comes from constantly shifting priorities with poor explanation. This is, yeah, this is where it ties back into our communications.
So, you know, as you review last year, you need to ask, you know, were we clear about those priorities? Did we help people understand them and how to participate in the success?
Derek DeWitt: Did we even articulate them to ourselves? Right?
Debbie DeWitt: Right.
Derek DeWitt: Yeah, I think that’s an important way to frame it. So, where are you getting your 2026 predictions from?
Debbie DeWitt: Well, a bunch of articles and research, you know, we’ve already mentioned some. We’ve got Gallagher, we’ve got Gartner, we’ve got Gallup, we’ve got all the Gs, you know? It’s like 10 or 12 sources.
Derek DeWitt: So, how different are trends for 2026 from what we’ve talked about in previous years?
Debbie DeWitt: It’s odd, but this year kind of feels like an inflection point. You know, some familiar themes are still there, but they’re maturing in unexpected ways. And more importantly, there are some new challenges emerging that we haven’t really grappled with before.
The idea of internal (“internal”) communications as a protected space is basically dead. You know, change is now continuous and layered. It’s not a bunch of discrete projects. And there’s an identity crisis happening where communicators are realizing they can’t just be a message distributor. Like with everything else, I will say also, AI is a huge disruptor.
Derek DeWitt: Yes, that’s true. And I know that possibly sounds overly dramatic, but I know what you mean when it comes to AI. A lot of people are kind of freaking out about it. Some people think AI makes everyone a good enough writer, because the standards are kind of low, and this has been putting a lot of pressure on internal communications employees to prove that they do more than just copywriting. You know, if the AI can do good enough for the boss, what do they need me for?
And the fact is, is that communicators do a lot more. Internal communicators align employees with business goals, they foster engagement and they drive culture. I mean, it’s a lot more than just blasting out text.
Debbie DeWitt: Also, you need to know employees are using, like, AI summaries instead of reading full messages, which means a lot of carefully crafted content is actually being skimmed or sliced and chopped. So, internal communicators are being squeezed from both sides. You know, the teams that get labeled as simply content producers are gonna soon look just like overhead that can be cut.
So, internal comms has gotten this figurative, you know, seat at the table the past few years. Now they have to keep it and show their true value.
Derek DeWitt: Okay. All right. So, that’s kind of the overall thing. Let’s get into some specific trends. What’s the first major one for 2026?
Debbie DeWitt: We’ve touched on it a little bit, but the first trend is navigating continuous and layered change, you know, moving from announcement to orientation. And that’s not like bringing new people on, that’s orientating people within all of this change. According to Interskope’s research in 2026, change will not arrive, land, and then stabilize; It’s gonna be layered. You know, this fundamentally alters the role of internal communications.
Derek DeWitt: Layered means that you’re not getting like one change initiative, and then that finishes, and then a new one starts. What you’re getting is sort of organizational restructuring happening, while you’re rolling out new AI tools or implementing new hybrid policies or dealing with market shifts; it’s all happening at the same time, and they overlap.
Debbie DeWitt: Right! I mean, the jobs no longer to announce your milestones, you know? It’s to help people orient themselves continuously within all of this change. And it’s about helping employees understand what matters right now, what can wait, and how today’s message connects to yesterday’s message. You know, that’s why change fatigue is such a big issue.
Derek DeWitt: And back to that Gallup research that showed that resistance doesn’t come from change itself, but it comes from poor explanations of the change. I like that because I think the knee-jerk “common sense” is, well, people just don’t like change, but that’s not necessarily true.
Debbie DeWitt: No, I mean, the question communicators need to ask is, you know, are your internal communications built for events or for environments? An event would be discreet; an environment is ongoing. So, if you’re still treating each change as a separate announcement, I hate to say it, but you’re part of the problem. You know, we always tell people who might not be trained in communications, this is a process, not a project.
Derek DeWitt: Right, right. And this layered change obviously connects to the feeling of information overload.
Debbie DeWitt: Oh, absolutely. I mean, everything we talk about today is tied to information overload. Employees are drowning in information.
Derek DeWitt: So, how do communicators respond to that? I think this is where the concept of cognitive respect comes in. We’ve talked about this a bit in the past — acknowledging people’s perspectives and their cognitive loads.
Debbie DeWitt: Yeah. Yeah. And I think you do that by getting intentional. The teams that will thrive are the ones that focus on clear purpose, outcomes, and action, rather than just pushing out endless content. You need to prioritize quality over quantity. We’ve always said this.
You know, there was a stat that about 43% of communicators say solving information overload through personalization is a key priority. You know, that means delivering content that’s only relevant to that specific audience or those specific individuals. And you need to make sure that information enables those employees to turn it into action. You know, this shotgun approach of let’s put out everything to everyone just needs to go away.
Derek DeWitt: Yeah. I think it’s kind of old, you know, late 19th, early 20th century advertising ideas that have permeated the communication space, and information and the way that we consume information has changed. And so, we have to change the way that we parse it out.
Debbie DeWitt: Yeah, absolutely. And that advertising thing also, you need to make clear that’s external communications. Internal should have always been more focused…
Derek DeWitt: But it wasn’t.
Debbie DeWitt: No. And, and there are still gonna be things like overall mission of the company and some branding things that are gonna be relevant for all audiences. But this is really about, when we’re talking especially about change management, you need to be targeted.
Derek DeWitt: Yeah. Yeah. So, this combination of layered change and information overload, or the feeling of it, sort of creates this perfect storm. And this is why communicators need to create clear roadmaps that show how different initiatives relate to each other, to the overall thrust of the company, the overall direction. You need to use consistent frameworks, so that people can categorize the information, which then helps them kind of take bites and digest it properly.
Debbie DeWitt: Yeah. If your team doesn’t understand how all of these different things layer and interact with each other, how can you expect, you know, employees to navigate it? And I would say you have to prioritize ruthlessly. You know, not everything is urgent.
And you need to build in regular what-matters-now touchpoints rather than just announcing what’s new. You know, some organizations are even implementing change governance, which is reviewing all of the proposed changes to kind of assess the timing and the impact before adding another thing to employees’ plates.
Derek DeWitt: That makes a lot of sense. Actually, we have a lot more about this sort of thing in our episode about combating digital overload. There’s a link in the transcript, so check that out, people listening. So, that’s the first one.
The second trend is all over the place, expanding AI use beyond just content creation to become a strategic partner. And part of this depends also on what AI system you’re using. So not AIs are equal. We use the term AI, but they’re not all the same thing and they’re not all good for the same sorts of tasks. And this change, this is a major evolution really from just even just a year ago, don’t you think? AI usage has evolved so rapidly that it’s almost impossible to keep up with it.
Debbie DeWitt: That’s true. And I think educating ourselves about how to use the AI is a big hurdle, really. Like you said, I think a lot of people still are using it just to write copy and things. I mean, according to a Reagan and PoliteMail, I think it was the company, there was a survey, only 22 [%] respondents said they aren’t using AI at work in 2026. So, the majority are using it, but most are still using it pretty narrowly. You know, right now, 75% use it for drafting or editing content, 47% for taking meeting notes or transcribing interviews, and 25% for analyzing employee sentiment. You know, that’s the big one — analyzing.
Derek DeWitt: Yeah. Yeah, yeah, yeah. This stuff has moved far beyond its initial sort of experimental phase. But I think the opportunity’s much bigger. I think the real value comes from using AI strategically, like you said, to analyze engagement data, uncover patterns that maybe would take me a long, long time, but the AI can do it very quickly. Oh, I see this pattern. You can identify which messages resonate with which employee groups, allowing you to segment audiences intelligently and optimize send times, flag gaps in communication coverage, and just become better at your job.
Debbie DeWitt: And maybe even predict information overload before it happens. You know, we’ve talked about analytics for years. Everybody’s comfortable with analytics. I think they need to bridge that in their minds of analytics and AI and figure out how the two work together. You know, by automating analysis and decision support, AI could let communicators focus on strategy, relationship building, and advising, you know, the C-suite. It needs to become an analytical and strategic partner, not just a writing assistant.
Derek DeWitt: Yeah. That’s the thing. I think the big scare story out there is it’s coming for your job, but I think the strategic use of AI is really about freeing up humans for higher value work. You are a human, you can do much more interesting stuff, and we need that more interesting stuff to be done as well. Now you have the time.
Debbie DeWitt: Yeah, that’s absolutely right. Higher value work is the key there, you know? And it’s also about addressing that existential question you’ve been talking about, you know, when AI can write messages, what’s left for internal communications professionals? And the answer is strategic thinking. You know, the meaning making, the relationship building, all of those things you said before, keeping the mission on track, keeping those high-level objectives moving forward and navigating all those changes.
Derek DeWitt: AI handles the tactical execution, so that we can focus on things that really only humans can do.
Well, I think this ties in well with the third trend, which is the communicator identity shift. We’re changing from being content producers to meaning makers. And I think this is a very existential trend.
Debbie DeWitt: Yes. I mean, communications can be thought of as a simple function. You have a message and we deliver it. When anyone can generate decent content in seconds, being a content producer isn’t seen as a valuable skill anymore.
So, it’s essential that communicators clearly define their identity and their role as it connects to business goals, like I said. It’s about positioning yourself as someone who drives business outcomes. Don’t just send emails
Derek DeWitt: Like you said before, it’s more than just about content, it’s about strategic thinking, the meaning making, the relationship building.
Debbie DeWitt: Yeah. You know, they help people make sense of information rather than just sharing it. I think that’s a big one right there. Help them make sense of it. Don’t just share it. They connect the dots between different initiatives, you know, they translate complexity into clarity. And they need to identify what’s truly important versus what’s just noise. Internal communications was never just the messaging from the IC team. You know, I will say it’s all the different conversations happening inside the company. The question is, are you shaping those conversations or are you just adding noise to them?
Derek DeWitt: That’s very powerful. The fourth trend is microcommunities and employee-led networks, replacing the kind of one-size-fits-all channels that have been the standard and the norm for so, so long. Gallagher’s report shows that traditional organization-wide channels are losing traction. In 2026, we’re gonna see smaller interest- or location-based networks to drive deeper connection and advocacy. That’s what they say. What does that look like on the ground in practice?
Debbie DeWitt: Well, think about dedicated Slack channels or little Teams groups for specific interests. You know, working parents, early career professionals, sustainability champions, tech enthusiasts. Or you could have location-based groups for different offices or regions. You know, these little microcommunities allow for more relevant, targeted communication and stronger peer communications.
The key’s that they’re partially employee led. You know, you provide the platform and light governance, but you encourage peer-to-peer recognition, knowledge sharing, and cross community storytelling. It’s something we’ve preached for a long time about digital signage. We’ve always talked about being location based, sending out to targeted groups. You know, you want to use your digital signage software to support and reinforce those microcommunities. And if you can let employees, you know, interact in that, let them contribute content. Again, this is all about employee-led communications,
Derek DeWitt: Right. Even in the earlier days of digital signage software, that’s what the different playlists going to different players let you do. But by breaking everything down and letting it be led by the employees, I think the worry would be that it would just fragment communications.
Debbie DeWitt: Yeah. I mean, I think that would be thinking about it the wrong way. You know, you still have your core organization-wide channels for essential messages, like I said, but little microcommunities could supplement that with spaces where people can connect around shared interests and needs. You know, according to research, employees prefer this balance of broad updates and niche connection over everything being forced through one big channel. I would hope that those little microcommunities would actually be inspired or excited by what you’re putting out. So, that could be a topic of conversation amongst them.
Derek DeWitt: And I think by sort of monitoring, not in a creepy Big Brother way, but still, you know, paying attention to these sort of communities that crop up, you can actually understand what’s really on people’s minds. ‘Cause they’re kind of a form of listening in some respect.
Debbie DeWitt: Yeah. And actually, look at that as a form of feedback. We always say, pay attention to what’s happening. What are people interested in? Reinforce that with your communications.
Derek DeWitt: Yeah, okay. So, what’s the fifth trend this year?
Debbie DeWitt: Well, I talked a little bit about external versus internal, and the fifth trend is the collapse of that internal-external boundary. You need to realize that every internal message in today’s workplace is now potentially public. You know, screenshots, leaks, employee social posts, regulatory investigations, cyber breaches. They’ve all permanently erased this boundary between internal and external.
Derek DeWitt: Yeah. I don’t think a lot of communicators want to hear that. That’s one of the reasons why security is such a big topic these days.
Debbie DeWitt: Security is a big thing. It’s very important. But this is the reality. Intraskope’s research showed that messages written for employees routinely service outside the organization. This is why internal communications is moving closer to HR, legal teams, and even risk function teams. You know, in 2026, unclear messaging, it’s gonna be treated as risk exposure.
Derek DeWitt: So, what does that mean practically?
Debbie DeWitt: Well, I think it means every message or every piece of content needs to pass what I call the screenshot test. You know, would this hold up if it appeared on social media tomorrow? It doesn’t mean you can’t be authentic or transparent, but it means you need to be consistent. It means you need to be careful. It’s interesting. Edelman’s Trust Barometer now shows that employees trust their employer more than governments or media, but only when leadership communication is consistent, credible, and timely.
Derek DeWitt: Yeah. I think we know ambiguity creates rumors. Those erode confidence and everything gets slowed down. Clarity reduces friction, and I think protects organizational momentum. So, you could say internal communications is no longer just about informing employees. It’s also about protecting organizational stability during uncertainty. And the times we’re in are basically uncertain all the time now. And that kind of raises the stakes considerably.
Debbie DeWitt: It does, and it means communicators need different skills. You know, you need to understand risk communication, legal implications, and how to craft messages that work for multiple audiences simultaneously. I know I talked about personalization and targeting, but it doesn’t mean that you don’t be careful in how you craft those messages. Again, think of that screenshot test. The internal-external divide isn’t just blurring; in many cases, it’s just gone
Derek DeWitt: More work for you!
Debbie DeWitt: Yeah, unfortunately. But, you know, again, we’re talking about keeping that seat at the table.
Derek DeWitt: The sixth trend is purpose-driven and sustainability communication getting woven into daily operation. According to Deloitte’s Human Capital Trends report, purpose-driven communication is directly linked to brand trust. But in 2026, sustainability can’t just live in CSR reports. It needs to be woven into everyday communications. The problem is, how do you do that without it feeling forced?
Debbie DeWitt: Well, research says that’s about connecting your corporate environment and social goals to employees’ day-to-day actions. You know, you need to do that through regular updates, stories, and small milestones. You know, this keeps your purpose visible and relevant. Don’t make it some abstract thing that nobody can, you know, really glean. Or you just have a poster on the wall or one message that shows up once a week that says “Recycle”. You need to be very intentional in those communications.
Derek DeWitt: So like, instead of just announcing, I don’t know, carbon reduction targets, maybe show how the new recycling program in the cafeteria contributes towards that goal. You here in this building, in this company, this is what you’re doing, we hope, and this is what we think is the result of that. Translate ESG updates into relatable human-scale stories and then encourage leaders and teams to showcase the impact that it has locally.
Which I think is especially important for attracting and retaining younger workers. I know we keep talking about the younger people, but they are, Zoomers are coming into the workforce in force, and they’ve made it very clear this is top of mind for them.
Debbie DeWitt: Yeah. And everybody focuses on those younger workers, but let’s be honest, Millennials, Gen X….
Derek DeWitt: Yeah. It’s important to me. I’m in my late fifties.
Debbie DeWitt: Yeah, definitely. But when talking about, especially Gen Z, you know, they wanna work for organizations with purpose just beyond profit. But they can tell when it’s just corporate speak, you know? The communication needs to be authentic, specific, and connected to real action.
Derek DeWitt: Purpose and sustainability can’t be just something you communicate, you know, once a year in an annual report. Like you said, woven, it needs to be threaded through regular communications. By that I mean leadership messages, team updates, recognition programs, even in the onboarding materials, and all over your digital signage.
Debbie DeWitt: Yeah, definitely.
Derek DeWitt: So, those are the six major trends for 2026. There are other priorities from previous years that sort of spill over and continue into 2026 as well.
Debbie DeWitt: Definitely. I mean, while those six trends represent new or significantly evolving areas, there are several priorities from recent years that remain important to these teams.
Personalization, like we talked about, continues to be critical. And that sort of popped up a couple years ago. Mobile-first content is still essential. And that’s especially important for reaching frontline workers or people working from home. You know, it is the norm now.
Derek DeWitt: And demonstrating measurable business impacts, I think is always a foundational priority. Communicators need to tie their work to concrete business outcomes, reduced errors, improved regulatory compliance, higher completion rates, faster onboarding, whatever. When you can show that your communications measurably impact company performance, employee engagement and retention, you shift from being an order taker to a trusted advisor for the organization.
Debbie DeWitt: Yeah, exactly. Those things haven’t gone away. They’ve just become more established. They’re table stakes now. You know, the six trends we discussed represent where the profession is evolving, but you still need to get the fundamentals right.
Derek DeWitt: So, as communicators are evolving their 2026 strategy, what are some common mistakes that they should avoid?
Debbie DeWitt: First, you know, don’t treat every change as a separate urgent announcement. You’ll contribute to change fatigue if you do that. Instead, like we said, create a framework that helps people understand how those different changes all relate to each other.
And I’d also say, you know, again, don’t assume your internal messages are staying internal with that awareness that anything could become public.
Derek DeWitt: And I’d say don’t use AI just for content creation. Explore how it can be used as a strategic analytical partner. This is vital, especially as every few months now, there’s a massive change in the way that these things are evolving and growing, and the complexity with which they can handle and parse information. By the end of the year, who the heck knows what they’ll be able to do? So, you know, keep your finger on that pulse.
Debbie DeWitt: Yeah. You need to build in time to understand the evolution of AI and be comfortable with it and really explore its possibilities.
Derek DeWitt: Any final advice for communicators planning for 2026?
Debbie DeWitt: Yeah, I mean, I know we’re already into it, but you have to stay on top of trends. Like we said at the beginning, they are evolving constantly. So, they may shift even throughout the year. And I’d say you have to embrace your own identity shift. If old definitions of your internal communicator role limit your influence, reframe your role in business terms, you know? It can feel kind of threatening, but it’s actually an opportunity. You know, the organizations that recognize internal communications as a strategic function are the ones where communicators will have real influence.
Derek DeWitt: I’d say also invest in the skills you’re gonna need for this new role as you define it. And remember, you’re not just competing with other communicators. You’re competing with AI; everyone can publish now. You’re competing with information overload. Your value is in creating not messages but meaning. And that’s what you need to focus on.
And remember what we said in the beginning, it’s still, you know, the beginning of Q2 in 2026, things are going to evolve rapidly. So, stay curious, keep learning, and be ready to adapt your strategy as new innovations emerge.
Debbie DeWitt: That’s excellent advice. And I’ll also add that every communicator should do their own industry-specific research, too. You know, what we’ve talked about here are broad trends, but your specific market or sector will have its own unique priorities.
Derek DeWitt: Ah, that’s perfect. So, to wrap up, 2026 is clearly a transformative year for internal communications. The profession is evolving from tactical execution to strategic meaning making. The boundaries between internal and external are dissolving or have dissolved. Change is continuous and layered. And communicators who can adapt to this new reality will be invaluable to their organizations. This is job security through flexibility.
Debbie DeWitt: Nice. Nicely said.
Derek DeWitt: Hey, I’ve been talking to Debbie DeWitt, marketing communications manager for Visix, about the internal communications trends for 2026. Thanks, Debbie. As always, super interesting stuff.
Debbie DeWitt: Oh, you’re welcome, Derek. You know, I love talking trends.
Derek DeWitt: Yes, you do. And so do I. And again, thank you everybody out there for listening. Again, I remind you there’s a transcript of this conversation on the Visix website with lots of links to the research and articles that we mentioned today.