Microtrends reshape business communication rapidly, challenging traditional methods and transforming professional interactions in unforeseen ways.
In the fast-paced world of business, communication is the lifeblood that keeps organizations thriving. But what happens when the rules of engagement change faster than we can teach them? Welcome to the era of microtrends in business communication—small ripples that have the potential to create tsunamis of change in how we connect, collaborate, and convey ideas in the professional world.
The Power of Microtrends
Microtrends, those small shifts that can lead to significant transformations, are reshaping the landscape of business communication at an unprecedented pace. From the way we craft emails to how we present ideas in virtual boardrooms, these subtle changes are redefining the skills needed to succeed in the modern business world.
Dr. Jenna Drenten, Associate Professor of Marketing at Loyola University Chicago, emphasizes the importance of recognizing these trends in her research on digital consumer culture. She notes, "In today's fast-paced digital environment, the ability to identify and adapt to emerging communication trends is crucial for both businesses and educators."1
Indeed, the stakes are high. A curriculum that fails to keep pace with these changes risks becoming obsolete, leaving students ill-equipped for the challenges that await them in the professional world. On the flip side, educators who successfully integrate these microtrends into their teaching can give their students a significant competitive edge.
Emerging Microtrends: A Closer Look
The Rise of Asynchronous Communication
Gone are the days when business communication was primarily conducted through face-to-face meetings or real-time phone calls. The global shift towards remote and hybrid work models has catapulted asynchronous communication to the forefront.
Consider the case of Gitlab, a fully remote company since its inception. Their CEO, Sid Sijbrandij, explains in the company's remote work playbook, "Asynchronous communication is a key part of how we operate. It allows our team members to work across different time zones and balance their work and personal lives more effectively."2
This shift has profound implications for how we teach business communication. Students need to master the art of crafting clear, concise messages that can stand on their own, without the benefit of immediate clarification. They must learn to structure information in shared documents in a way that is easily digestible for team members who may be reading it hours or even days later.
Many business schools have adapted to this trend by redesigning their group projects. For instance, the Wharton School of the University of Pennsylvania now incorporates asynchronous collaboration tools in their MBA program, helping students develop these crucial skills.3
The Video Communication Revolution
The explosion of video conferencing during the COVID-19 pandemic wasn't just a temporary fix—it has fundamentally altered expectations around business communication. According to a 2022 study by Zoom, 71% of respondents agreed that video communications are now an expected part of daily life.4
This shift presents both challenges and opportunities for educators. On one hand, it requires teaching a whole new set of skills, from managing body language on camera to engaging an audience through a screen. On the other hand, it opens up exciting possibilities for more dynamic, visual forms of communication.
Dr. Laura Sicola, founder of Vocal Impact Productions and author of "Speaking to Influence," emphasizes the importance of this skill: "In today's business world, your ability to communicate effectively on video can make or break deals, partnerships, and careers. It's not just about looking good on camera—it's about conveying confidence, credibility, and charisma in a digital environment."5
To address this trend, many business communication courses now include modules on video presentation skills. For example, Harvard Business School has integrated video pitches and mock video interviews into its curriculum, helping students develop these crucial skills.6
AI: The New Frontier of Business Communication
Artificial Intelligence is no longer the stuff of science fiction—it's rapidly becoming an integral part of business communication. From AI writing assistants that help craft emails to chatbots that handle customer inquiries, these tools are reshaping how businesses interact both internally and externally.
From email crafting to customer service, AI is transforming how we connect. As these tools reshape business interactions, the future of communication education lies in mastering AI use, content evaluation, and ethical considerations.
The implications for business communication education are profound. Students need to learn not just how to use these tools effectively, but also how to critically evaluate AI-generated content and navigate the ethical considerations that come with them.
Dr. Anjana Susarla, Omura-Saxena Professor in Responsible AI at Michigan State University, warns in her research on AI in business, "As AI becomes more sophisticated, there's a risk of over-reliance. Students need to understand that these tools are aids to human communication, not replacements for human judgment and creativity."7
Progressive educators are already incorporating AI into their curricula. At the University of California, Berkeley, the Haas School of Business offers a course on "AI in Business," which includes modules on using AI in communication and marketing roles.8
The Rise of Purpose-Driven Communication
In an era where consumers and employees alike are increasingly values-driven, businesses are under pressure to communicate not just what they do, but why they do it. This shift towards purpose-driven communication is particularly pronounced among younger generations.
A 2020 Deloitte study found that 86% of millennials believe business success should be measured in terms of more than just financial performance.9 This has significant implications for how we teach business communication.
To address this trend, many business communication courses now include modules on corporate social responsibility reporting, crafting mission statements, and developing social media campaigns that highlight a company's ethical practices or sustainability initiatives. For instance, the NYU Stern School of Business offers a course on "Communication for Social Impact," which teaches students how to effectively communicate a company's social and environmental initiatives.10
Spotting the Next Big Thing
So how can educators stay ahead of these rapidly evolving trends? The key lies in cultivating a mindset of curiosity and continuous learning. Here are some strategies that successful educators employ:
Immerse Yourself in the Business World: Attend industry conferences, read widely across business publications, and maintain connections with alumni who are now in the corporate world. These touchpoints can provide invaluable insights into emerging communication practices.
Leverage Technology: Use tools like Google Trends or social media analytics to identify rising topics and tools in business communication. These can often signal emerging microtrends before they hit the mainstream.
Foster Two-Way Dialogue: Create channels for ongoing feedback from both students and employers. This could take the form of regular surveys, focus groups, or advisory boards. Often, those on the front lines of business can spot emerging trends before they're widely recognized.
Experiment Continuously: Don't be afraid to try new tools and techniques in your classroom. Even if an experiment doesn't work out, it provides valuable learning experiences for both you and your students.
The Road Ahead
As we navigate this rapidly changing landscape, one thing is clear: the future of business communication education is dynamic, challenging, and incredibly exciting. By staying attuned to microtrends and continuously adapting our teaching methods, we can ensure that our students are not just prepared for the business world of today, but are agile and skilled enough to thrive in the business world of tomorrow.
As educators, as students, as business professionals, we all have a role to play in this evolution. The question is: are you ready to spot the next microtrend and ride the wave of change?
Microtrend Mastery: How Business Communication Prepares Students for the Future of Communication
In an era where microtrends rapidly reshape the professional landscape, Business Communication Today provides students with the tools to adapt, innovate, and thrive. The textbook’s forward-thinking approach ensures that students not only grasp foundational concepts but also master the evolving demands of modern business communication.
One of 
the most significant microtrends is the rise of asynchronous communication, driven by remote and hybrid work models. Business Communication Today offers comprehensive coverage on crafting effective messages for email, project management platforms, and digital collaboration tools. Its emphasis on clarity, conciseness, and audience adaptation equips students with essential skills for written and digital communication, ensuring they can succeed in environments where asynchronous messaging is a primary mode of interaction.
The textbook also embraces the video communication revolution, providing students with strategies for engaging presentations and professional virtual interactions. With video conferencing and recorded messages now standard in business settings, the text guides students on effective delivery, message framing, and nonverbal communication techniques to enhance their presence on digital platforms.
Additionally, Business Communication Today addresses the growing role of AI in communication. It explores how AI-powered tools assist in content creation, message refinement, and business analytics while emphasizing the importance of human oversight and ethical considerations. This ensures students understand how to integrate AI without compromising originality, credibility, or audience trust.
By incorporating these emerging trends, Business Communication Today empowers students to stay ahead of industry changes, equipping them with the adaptability and strategic thinking necessary for long-term professional success.
References
1. Jenna Drenten, "Digital Consumer Culture," Research Gate, 2022, https://www.researchgate.net/project/Digital-Consumer-Culture.
2. GitLab, "The Remote Playbook," GitLab, 2023, https://about.gitlab.com/company/culture/all-remote/.
3. University of Pennsylvania, "MBA Program," Wharton, 2023, https://mba.wharton.upenn.edu/.
4. Zoom, "How Virtual Do We Want Our Future to Be? A Global Study on Virtual Communication in the Post-Pandemic Age," Zoom, 2022, https://explore.zoom.us/docs/en-us/future-of-communications.html.
5. Laura Sicola, "Speaking to Influence: Mastering Your Leadership Voice" (Vocal Impact Productions, 2021).
6. Harvard Business School, "MBA Academic Experience," Harvard Business School, 2023, https://www.hbs.edu/mba/academic-experience/Pages/default.aspx.
7. Anjana Susarla, "Responsible AI," Michigan State University, 2023, https://broad.msu.edu/profile/asusarla/.
8. UC Berkeley Haas School of Business, "MBA Courses," Berkeley Haas, 2023, https://haas.berkeley.edu/mba/academics/curriculum/courses/.
9. Deloitte, "The Deloitte Global Millennial Survey 2020," Deloitte, 2020, https://www2.deloitte.com/global/en/pages/about-deloitte/articles/millennialsurvey.html.
10. NYU Stern, "Course Index," NYU Stern School of Business, 2023, https://www.stern.nyu.edu/portal-partners/registrar/course-information/course-index.
