In a policy environment defined by complexity, competing narratives and shrinking attention spans, one trend is becoming impossible to ignore: storytelling is emerging as the most powerful tool for shaping influence in 2026.  

This insight sits at the heart of the 2026 Policy Comms Trends Report by the European Campaign Playbook, a crowdsourced project built from the real experiences of communicators working inside the EU bubble. Gareth Harding, CEO and founder of Clear Europe, contributed to the report, offering his perspective on why stories matter more than ever. 

At its core, storytelling is memorable in a way that raw information rarely is. Research consistently shows that stories stay with us far longer than statistics. And they help audiences make sense of issues that might otherwise feel abstract or overwhelming. As novelist and filmmaker Danny Scheinmann put it during a recent Clear Europe training: stories are “data with a soul.” They capture attention, create emotional connection and help people understand not just what a policy does, but why it matters. 

Yet, storytelling is not a magic wand, nor is it immune to misuse. In recent years, it has sometimes been overhyped, especially in corporate communication, where formulaic TED-style narratives can feel predictable or insincere. And as recent political history has shown – think Trump, think Brexit – stories can be used to mislead as easily as they can to illuminate. This duality is precisely why communicators must approach storytelling with responsibility. It is a powerful, flexible tool capable of shaping public understanding – but it must be used with care. 

Despite its potential, storytelling remains underused in the EU policy space. In Brussels, too much communication is still too long, too technical, too jargon‑heavy and too disconnected from the people it aims to reach. This creates a gap between institutions and citizens, making it harder for audiences to understand the relevance of EU decisions in their daily lives.  

Europe is not only struggling to tell its story well; it is struggling to define a story that resonates. Meanwhile, global competitors – like Russia, China and America – are projecting their narratives loudly and effectively, shaping perceptions in ways that challenge Europe’s values and interests. 

If the EU wants to remain influential and connected to its citizens, it must reclaim the narrative space. Facts matter, but facts alone rarely move people. What moves people are stories that make sense of complexity, that show the human impact of policy and that connect decisions to lived experiences.  

This does not mean oversimplifying issues or adding emotional gloss. It means communicating with clarity, authenticity and purpose. One of the strengths of the European Campaign Playbook’s report is that it reflects the reality of practitioners – the people who spend their days navigating the pressures, constraints and opportunities of EU communication. This is not a trends document written from an ivory tower. It is a collective effort shaped by those who understand what works, what doesn’t and what is changing. That storytelling emerged as the number‑one trend is not surprising. It reflects a growing recognition that influence today is not won through volume, but through connection. 

As we look toward 2026, the message is clear: the EU bubble needs more storytellers, and better ones. Communicators who can translate complexity into clarity – and meaning. Leaders who can articulate a vision that resonates. Institutions that understand that narrative is not decoration – it is strategy.  

At Clear Europe, this shift is increasingly visible across our training and client work. The organisations that succeed are those that embrace storytelling as a central part of how they communicate, not an afterthought. At a moment when Europe is searching for a story that unites, inspires and convinces, the ability to tell compelling, human‑centred stories is not just useful – it is essential.