Successful 9th Belgian Corporate Communication Summit unites nearly 125 communication professionals in topical debate
The 9th edition of the Belgian Corporate Communication Summit, organized by C Square, The Corp Comm Community, brought together leading experts and professionals from the communication sector on Nov. 21. The Belgian federation of corporate communication professionals provided a platform for knowledge sharing and discussion on the most pressing challenges and trends in communication, including generation gaps, digitalization and polarization.
Herman Konings, renowned trend watcher and expert in consumer psychology, kicked off the evening with an inspiring key note. He highlighted how different generations, including Gen Z and the upcoming Gen Alpha, influence communication and how organizations can adapt their approach accordingly. Julien De Wit, author and representative of Gen Z, emphasized that authenticity and sincerity of message are the core values in contemporary communications, especially with younger audiences, which companies need to capitalize on in their communications and employer branding. Gen Alpha was described by Konings as the ultimate digi-generation succeeding Gen Z, where social contact will become even more extensively focused on the digital world. A challenge is coming!
C Square vice-president Eveline De Ridder, presented the results of the federation’s annual AI survey, on the impact of AI in the communications sector. She illustrated practical applications and highlighted the great self-confidence of communication professionals who fully embrace the rise of AI and appear to have no fear of job loss. CSquare shared that it is also fully committed to a training programme in 2025 that supports communication specialists in using AI effectively.
One of the highlights of the evening was the interactive panel discussion on activism and polarisation in society and how this impacts communication. The panel, consisting of Marielle Rogie (Brussels Airport Company), Colas Van Moorsel (IHECS), Isabella Lenarduzzi (Jump) and Joeri Thijs (Greenpeace), debated the idea that activists are not so much troublemakers as visionaries predicting social change. Their discussions offered valuable insights for professionals working in an increasingly complex communication environment.
Veerle Van Mierlo, president of C Square: ‘We wanted to provide a compass for corporate communications professionals to navigate through the big trends and innovations. Our superpower is in continuing to adjust our antennae and deal with the changes in the right way. It was a particularly instructive evening. With CSquare, we are going to ensure that we continue to offer such a programme, that we also keep the thaasophobes of Gen Z enthralled.’
The success of the C Square Summit was made possible thanks to the support of New Balls Please, Proximus, Auxipress, Belgapress and other valued partners. Together, they contributed to an inspiring and fruitful evening full of knowledge exchange and networking opportunities.