Messaging That Matters: Executive Communication Strategies Revealed by the 2025 NEXUS Survey

As part of this year’s NEXUS Survey, the Narrative team designed an innovative approach to understand how Americans respond to executive communication on today’s most pressing issues. Four AI-generated CEOs were developed to conduct dial tests, allowing the team to observe real-time audience reactions to the language used by business leaders. This research is especially valuable in a climate of uncertainty and diminished trust in institutions, as it equips executives with essential guidance on communicating with credibility, confidence, and clarity. 

To execute the survey, our Insights and Creative teams collaborated to produce videos featuring AI-generated CEOs delivering scripted statements focused on four key sectors: AI/Technology, Financial Services, Energy, and Healthcare. By monitoring viewers’ responses as they watched each video, the team was able to analyze the impact of different messaging strategies—including tone, word choice, and framing—on audience engagement across these industries. 

For each section that follows, both dial-test videos are presented, illustrating how variations in tone and language affect audience perceptions and preferences. 

AI & TECHNOLOGY: LEAD WITH CAUTION, NOT INNOVATION 

Artificial intelligence is rapidly becoming a staple in everyday life, with platforms such as OpenAI’s ChatGPT and Google's Gemini experiencing widespread adoption. Despite this growing presence, Americans remain wary of the motives of AI companies. This skepticism directly influences expectations for how technology executives should communicate. 

Insights from our dial test reveal a clear public preference: 57% of Americans responded more positively to messages with a realistic and cautious tone, compared to 43% who favored innovation-driven language. For CEOs and business leaders, this finding underscores the importance of prioritizing clarity and steadiness over bold declarations of transformation. The most effective communication strategy is to anchor statements in realism and caution, aligning with the public’s current sentiment and building greater trust. 

FINANCIAL SERVICES: IN 2025, BORING IS REASSURING 

As financial anxiety grows, Americans are increasingly attentive to the messages delivered by leaders in the financial services sector. With affordability and the cost of living at the forefront of public concern, people are drawn to executives who communicate with a sense of calm and encouragement. 

Our dial test compared two distinct scripts: one that projected steadiness and reassurance, and another that adopted a bold, opportunistic tone. The results were clear—73% of viewers preferred messaging centered on financial stability and risk mitigation. They responded most positively to language emphasizing diversification, protection from uncertainty, and ensuring access for all Americans. 

Conversely, language that suggested rapid change and disruption resonated with only 27% of viewers. This demonstrates that, in today’s environment, stability is more compelling than innovation. For CEOs, maintaining trust and credibility requires consistent, integrity-driven communication that prioritizes reassurance over bold transformation. 

ENERGY: LEAD WITH SECURITY AND SHARED VALUES 

Energy stands out as a uniquely unifying issue in the United States, with more than 90% of Americans considering it a critical issue. Energy independence is recognized across the political spectrum as a key national priority, creating rare bipartisan agreement. 

In this environment, the public expresses a strong desire for a collaborative approach. Americans expect the government to establish clear regulatory guardrails, while companies are tasked with providing dependable and tangible results. This partnership model is considered essential for achieving national energy goals. 

Results from our dial test indicate that framing energy messaging in terms of national security resonates more strongly with audiences, earning a positive response from 56% of participants. In contrast, narratives focused on modernization received support from only 44%. This data highlights that audiences are most receptive to messages rooted in shared values—particularly those emphasizing security, affordability, and reliability. 

By centering communications on these common themes, energy companies can foster broad alignment across diverse groups. This approach not only fosters trust but also helps prevent unnecessary polarization, ensuring that messaging resonates with a wide audience and promotes national unity. 

HEALTHCARE: AFFORDABILITY DRIVES TRUST 

Although many Americans are generally satisfied with their own healthcare experiences, their confidence in the healthcare system as a whole diminishes significantly. Rising costs and inconsistent access have made affordability the central factor in how people judge healthcare leaders. For executives in the healthcare sector, it is essential to address concerns related to cost, access, and the financial strain experienced by individuals. 

Insights from our dial test reinforce the importance of relatable messaging. A substantial 72% of Americans responded positively to communications that use a “kitchen table” approach—language that prioritizes affordability and everyday impact. In contrast, only 28% reacted favorably to messaging focused on technological advancements such as “medical breakthroughs” and “cutting-edge surgeries.” This data demonstrates that, in the current climate, Americans prefer practical, cost-oriented solutions over promises of innovation when it comes to healthcare. Executives who address affordability and the real-world effects of healthcare decisions are more likely to build trust and engagement with their audiences.