Wednesday 25 March 2026

From Storytelling to Trust-Building: The New Mandate for Communicators

Converging technologies are transforming how we live, work, and heal. But as innovation becomes more complex, invisible, and personal, its success depends less on what is technically possible and more on what society is willing to embrace. This keynote examines why trust has become a critical success factor for science- and technology-driven innovation - and what this means for communicators. Drawing on Merck’s cross-sector perspective, the session shows how communication is evolving from storytelling to trust-building, and why communicators are becoming essential enablers of progress.