If you look at the development of our buying behavior, you Industry Email List can already see this trend. People, especially in B2B environments, have an increasing need for a 'rep-free experience' . So they buy products without the intervention of a representative Industry Email List or seller and thus keep most of the control to themselves. More responsibility for employees You can now also translate this need into internal communication. I already described it in Industry Email List trend 3: people like to influence the way in which they take in information. Companies that use EGC give their employees even more control and responsibility. For example, employees are then partially Industry Email List responsible for creating content with which they transfer additional knowledge to their colleagues. Someone with a lot of knowledge or expertise in, for example, cybersecurity, could create Industry Email List content about cybersecurity. With this, the person can help to increase the awareness of his or her Industry Email List colleagues. After all, why would you go and find out for yourself if you can also use the knowledge of your colleagues? The use of EGC is a win-win in this situation. The knowledge of your colleagues will be expanded, and the colleague who is allowed to share his knowledge will feel appreciated. Moreover, communication consultants in your Industry Email List organization do not have to master subjects that they may not have eaten much of. Increase connection, motivation and involvement EGC can also influence the motivation and involvement of your employees. Personal stories about real experiences within the company can provide a Industry Email List connection, a bit of humanity and a personal touch. That is important, because as humans we crave connection. Especially in this digital world of hybrid working. So when content relies Industry Email List on the people we know, our own colleagues, it feels more real and relevant. It is easier to feel connected to an individual than a communication channel.