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Across Europe, a major shift is underway in the way people respond to communication. We could say that the culture of communication itself is changing: in politics, in public communication, in executive visibility, and across brands.
In politics, the recent Dutch elections confirmed this transformation. For years, political strategy in Europe resembled a science of algorithms. The playbook was simple: produce short, emotional content, repeat it often, and amplify it through paid ads. Fear and outrage became the fastest routes to engagement.
But with the EU Regulation 2024/900 now in force, limiting targeted political advertising and demanding full transparency the old model began to crumble.
And while many parties were still clinging to that outdated playbook, the D66 party in the Netherlands decided to adapt to a new communication reality.
The Democraten 66 (D66), led by Rob Jetten, anticipated what was coming, both politically and culturally. They understood that citizens were tired of synthetic outrage and that the future of communication, even in politics, would have to be human-centric.
While others relied on micro-targeting and emotional manipulation, D66 built its campaign around something both timeless and modern: the authentic personal brand of its leader.
Jetten, a 38-year-old centrist-liberal politician, openly gay and refreshingly candid, didn’t try to sound like a politician - he sounded like one of the people. He shared his story with honesty, used simple language, and talked about everyday issues that actually mattered: energy, cost of living, belonging.
His tone wasn’t urgent or alarmist. It was calm, hopeful, and genuine.
This wasn’t a campaign built on fear, it was rather aiming to build trust. In the final days before the ad ban came into effect, D66 used paid reach strategically, but the core of their communication was already designed to keep thriving even without advertising.
For nearly a decade, right-wing parties across Europe had mastered the language of digital polarization, especially through social media. They understood algorithms and that fear spreads faster than facts.
Soon, even centrist and left-leaning parties began copying that emotional formula.
But outrage has a natural expiration date, as people eventually get tired of being angry. The Dutch elections revealed that Europe’s emotional climate is indeed changing. Voters no longer respond to being provoked, but rather want to be understood.
D66 redefined the basic emotion: from triggering fear to inspiring belonging. Their messaging revolved around optimism, collaboration, and shared progress. Instead of weaponizing emotion, they used it to rebuild human connection.
And it worked.
In October 2025, the Dutch went to the polls. The far-right Party for Freedom (PVV), known for its viral and combative style lost momentum.
Meanwhile, D66 achieved one of the strongest comebacks in modern Dutch politics.
Their success wasn’t only electoral but it was also symbolic. They proved that you can win attention without buying it and that you can shape public debate without polarization.
They were also the first real test of how European politics would look in the post-advertising era.
While some parties may still find alternative channels for paid content, any campaign that aims to stay in daily contact with voters will now have to rely much more on organic communication.
D66’s digital footprint confirmed this shift: they achieved higher engagement, stronger follower growth, and a consistent narrative across all platforms, not only through paid ads, but through authentic visibility.
It wasn’t policy papers that made people listen but emotional communication and tone.
The implications of this communication shift reach far beyond politics, because the EU voter is also the EU consumer.
The same person who decides which politician to trust is the one choosing which brand to follow, which founder to believe, and which story to share. Both respond to the same triggers: authenticity, transparency, and emotional credibility.
For business leaders and brands, the message is clear: What worked for D66 will work for forward-thinking companies too. Authentic communication is no longer a stylistic choice but it’s becoming the universal language of trust.
And trust is what we all crave in a world increasingly dominated by technology.
The lesson from politics is simple: connection now beats exposure. The future of influence, whether in politics, business, or media belongs to those who build communities, not just audiences.
That’s what Rob Jetten and his team understood: Every strong brand, political or commercial, turns a message into a relationship.
The Dutch elections showed that this isn’t just a political shift, it’s a cultural one.
Europe is entering a new communication era, one where personality, visibility, and sincerity define credibility.
As algorithms evolve and paid reach becomes harder to buy, authenticity will become the only true differentiator.In the end, whether you’re a politician, a CEO, or a creator, the formula remains the same:
People no longer want perfection. They want connection.