This document discusses how communication and digital platforms have evolved over time. It notes that consumers now share details about their lives, likes, beliefs and feelings online. It also notes that the noise on digital platforms is overwhelming, and content needs to capture attention within seconds. The document then discusses how brands can build relevance by understanding consumer data and insights, sharing content aligned with their values, and using influencer outreach, thought leadership and storytelling to bridge the relevance gap between brands and consumers. It also discusses the importance of trust and influence online.