Communicators and marketers are grappling with the growing challenge of breaking through when people don’t seem to care or be interested.
Many industries face the increasing issue of customers, communities, subscribers, or members not engaging the way they used to.
If you’re in a communications or marketing team that's charged with the responsibility of keeping people informed, engaged, consulted with or empowered, and you’re simply not seeing great numbers when it comes to reach, engagements and conversions, it can be incredibly frustrating. You've put time, money, energy and care into crafting your messages, events, consultations or campaigns, only to be met with… silence. Minimal responses. Low attendance. Low participation. Lukewarm feedback. And then (even worse!)… a leadership team, executive or board asking you to explain what’s happened. How deflating.
Here’s the cold, hard reality, everyone: People don’t care — until they do.
Today, people - you and me - are bombarded every day with choices, noise and demands on their attention. It’s not that they’re lazy or indifferent by nature. It’s that they’ve learned over time to filter out anything that doesn’t immediately feel urgent, personal or rewarding.
Your challenge isn’t to make them care. It’s to make your message so relevant, simple and emotionally resonant that they choose to.
Here’s how we help our clients do that:
Understand the ‘why’ behind the apathy
People aren't inherently disinterested. Reasons for apathy can include:
Busy or overwhelmed with too much going on to pay attention
Overloaded with information, so tune out
Tired of being asked for opinions, feedback or action
Sceptical of motives or promises
Unsure whether what you’re offering matters to them
Feel like their voice or action won’t make a difference
Have no emotional connection to the issue or brand
The timing of your message is off and arrives at a moment when they’re not receptive
Something seems too complicated, time-consuming or takes too much effort
Unclear messaging, e.g. confusing or vague
Lack of social proof – they don’t see others engaging
The key is to never assume, as there could be a number of reasons for that apathy. Do your research and find out. When you understand the world from their perspective, you can create communications that feel like opportunities, not burdens.
Focus on why it matters to them, not to you
Apathy is the default setting when something feels irrelevant. Flip the focus:
Why should they care?
What’s in it for them?
How does this make their life easier, better, fairer or more fulfilling?
Why now?
The clearer the link to their own needs and values, the quicker they’ll move from ‘not caring’ to leaning in.
Keep it simple and clear
If people have to work too hard to understand what you're saying or what action you're asking them to take, they’ll check out.
Break it down:
One clear idea per communication
Plain language, no jargon
A simple next step
Spark emotion
Use real stories. Be authentic. Make people feel something. Facts are important, but feelings drive action. Pride, belonging, fear of missing out (FOMO), hope, even curiosity — these emotional levers turn passive audiences into active ones.
Create low-stakes entry points
Another tip is that if you want people to care, don't ask them to commit to something huge straight away. Start small, for example, a quick survey, one-click RSVP, or an invitation to learn more.
Lastly, and most importantly, be consistent and patient.
Consistency kills apathy!
Engagement rarely happens overnight, and people will need to see and hear your message several times, in different ways, before it even registers.
Persistence matters — but so does variety. Mix up your formats (video, email, social, face-to-face) and stay adaptable based on what’s working.
