Shadow Justice Secretary Robert Jenrick is one of the trendsetters of the pavement pitch, with some of his videos racking up over 15 million views and wider media amplification. Several others in Westminster, including Kemi Badenoch, Ed Miliband and James Cleverly have also adopted the tactic. Even across the pond, New York mayoral candidate Zohran Mamdani has used walk-and-talks to help catapult him from relative obscurity to race frontrunner.

What makes this approach so effective? Firstly, these videos are algorithmic gold – they are short, dynamic, and visually engaging. Video content tends to outperform other formats by a wide margin – according to LinkedIn, users are 20x more likely to share video content than any other post type. The channel’s recent report, The Art and Science of Video Storytelling, highlights why: videos capture attention through motion, quickly convey emotion, and deliver a message in a format that’s easy to digest and share.

The most effective videos lean into authenticity. The direct-to-camera videos feel native and personal, building trust with the viewer – especially when the messenger feels credible. This is reflected in a 34% higher engagement rate when compared to average B2B video content. Relaxed delivery, relatable backdrops, and human-interest storytelling also play a key role.

At Luther Studio, we combine creative production with behavioural science insights to ensure your content doesn’t just look good, but lands.

Public scepticism is increasing around the Government’s net-zero agenda. With energy bills still high, affordability has overtaken net zero as the primary concern for many households. Recent research from YouGov finds that more two thirds of Britons now think that net-zero will push up, rather than ease, their costs. This perception is making it harder for organisations to secure and sustain public support for major infrastructure projects.

Long-term projects increasingly require maintaining confidence across government, investors, local communities, and consumers. Each group has different priorities, but all are sensitive to inconsistency and mixed messages.

This is where communications play a critical role. Organisations must avoid responding to every policy in isolation, which potentially could make them appear reactive and uncertain. Articulating clear, consistent narratives that resonates with stakeholders, including acknowledging cost pressures while setting out long-term benefits, helps businesses adapt to political change. Alongside this, firms should have a continuing level of engagement with stakeholders and policymakers, whilst understanding that the political and public mood can shift. When ‘uncertainty’ is the overarching theme, it is critical that organisations scan the horizon and prepare themselves for upcoming developments.