By Fredrick Mawia, a Bachelor of Science in Media and Digital Communication at Zetech University
There was a time when saying something was enough. A clever ad, a well-written email, or a press release dropped at just the right hour, and people would listen. But not anymore.
Now, attention is currency. Trust is a limited resource. And communication? It’s a transaction, one where people only engage when they believe they’re getting something of real value in return.
This isn’t just a shift. It’s a reality. One that Social Exchange Theory saw coming long before it hit the boardroom. The theory is simple: people commit to relationships or conversations only when the rewards outweigh the costs. That logic now runs every modern interaction between brands, platforms, and people.
When Elon Musk adjusted visibility rules on X, it wasn’t just about control; it was a move to redefine value. Access now has a price, and reach is no longer guaranteed. OpenAI’s tiered model for ChatGPT shows that usefulness is being measured and monetized. Even Apple’s Vision Pro isn’t sold as a tool but as an experience. The message is consistent: if you want to communicate meaningfully, you must give more than you take.
Here in Kenya, the patterns mirror the global pace. A customer in Nairobi might receive five promotional messages by midday and ignore every single one. Not because they aren’t useful but because they aren’t personal. They aren’t worth it. From M-PESA integrations to WhatsApp business tools, companies are realizing that simply “reaching people” is no longer a win. What matters is how you reach them and why they should care.
And now, the line between communication and noise is razor-thin. So what does this mean for business leaders, tech founders, and communication teams today?
It means your words carry a cost. Every announcement, every campaign, and every conversation must earn its place. You’re not just filling inboxes or timelines. You’re entering people’s headspace, and if you waste that space, you lose more than attention. You lose trust.
It also means your strategy must evolve. AI may help generate the message, but it can’t replace meaning. Automation can deliver speed, but not sincerity. If your brand speaks with no intent, people will listen with no loyalty.
In an era where algorithms decide visibility and audiences decide value, smart businesses will shift focus from reach to relevance. From loud to lasting. From saying things to saying something.
The best communicators now aren’t the ones who speak the most—they’re the ones who understand what their silence costs and what their voice must deliver.
Because in the end, communication has never been free.
Not in money.
Not in time.
Not in trust.
So next time your company decides to speak, ask yourself this:
Is this worth someone’s time to hear? Or is it just noise dressed as messaging?
Only one of those builds a future.