Key Takeaways for Communicators from the PRGN Influence Insights Global Survey
PRGN’s recent global survey on brand influence highlights key differences between Europe and the United States that every communicator should be aware of. While customer loyalty is the most valued metric on both sides of the Atlantic, Europe takes a more strategic and long-term approach, emphasizing reputation, values, and sustainability. In contrast, the U.S. tends to favor more immediate, performance-driven outcomes based on ROI and sales.
For those of us in communications, it’s crucial to understand that the European landscape favors thought leadership, employee advocacy, and purpose-led messaging. Social media and ESG-related (environmental, social, and governance) content carry particular weight. In the U.S., strategies often rely more heavily on owned media and commercial messaging, within a more individualistic and fragmented media environment.
The study also shows that Europe is ahead in prioritizing purpose-driven branding (69%) and digital transformation (63%) as key strategic goals. This means European communicators are integrating brand values across all channels—not just as messaging, but as part of the corporate DNA. This strategic agility is driven both by evolving regulations and shifting societal expectations.
For communication professionals, these differences are more than cultural—they represent opportunities to build more effective and relevant influence strategies. Connecting with audiences through authenticity, building long-term trust, and aligning storytelling with meaningful causes are essential for success in Europe, while in the U.S., understanding commercial priorities and adapting brand language remains vital.
If you are interested to hear more on how brand influence works on either sides of the Atlantic, listen to the PRGN Presents podcast where I speak with New York City-based communications colleague Bill Southard and podcast host Adrian McIntyre.
For further results, analysis and opinion from the PRGN Influence Insights survey, check out our survey announcement here, read an opinion and analysis here and listen to a podcast conversation on the lessons for leaders and communicators in the U.S. and the Americas here.
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