From Tick-Box to Trust-Building: Rethinking Community Engagement in 2025
- emily2857
- Apr 17
- 3 min read
Community engagement has become something of a buzzword in local government circles. It's often included in strategic plans, referenced in policies, and talked about in meetings. And for good reason. Councils up and down the country are working hard to involve residents in meaningful ways, often with limited time, capacity and budget.
But despite best efforts, engagement can sometimes fall short of its potential. Not through lack of intent, but because the traditional tools and approaches don’t always resonate in today’s fast-moving, complex world.
Communities are more informed, more connected and, perhaps rather sadly, more sceptical than ever. Trust in public institutions is often low, and people are quicker to spot inauthentic gestures. If we want to build trust and genuine connection, we need to keep evolving how we engage.
Engagement fatigue is real
At Breakthrough Communications something we hear all the time from clerks is: "We ran a consultation but barely anyone responded." or something like "We had a public meeting but no one turned up."
It's easy to feel disheartened.
But the problem isn't always apathy.
Often, it's engagement fatigue.
Communities are inundated with messages, requests for feedback and calls to action from brands, businesses and elsewhere in their daily lives, as well as from councils. Residents are asked for their views, but rarely see what happens next. Consultations are run, but the results don’t seem to change anything. Over time, people stop engaging, not because they don't care, but because they don't always believe it will make a difference.
What meaningful council community engagement looks like in 2025
Meaningful engagement isn’t about flashy campaigns or fancy tools. It’s about relationships. It’s about creating a space where people feel heard, respected and valued.
Meaningful engagement involves listening as much as speaking. It means involving residents from an early stage, not just when decisions are all but made. It requires empathy, openness, and a willingness to be challenged. And it means being prepared to act on what you hear, even if it takes you out of your comfort zone.
We support councils using a range of community engagement approaches. For example, storytelling that puts real voices front and centre. Processes that give communities a genuine say in shaping services. Offline and online engagement that meets people where they are, not where we think they should be.
Practical steps for councils
So, how can councils build on what’s already working and deepen the impact of their engagement? Here are a few practical shifts to consider:
Audit your current engagement. Is it reactive or proactive? Is it inclusive? Is it genuinely two-way?
Use plain English. If people can’t understand the questions, they can’t give meaningful answers.
Go beyond the usual suspects. Find ways to reach those who don't typically engage. Use community connectors. Host conversations in everyday places.
Make it visual and accessible. Use infographics, short videos, and mobile-friendly formats to widen participation.
Follow up visibly. Show how feedback influenced the outcome. Report back quickly and honestly.
Our Engagement Engine framework helps councils plan and deliver campaigns that have purpose, reach and real impact. It combines strategic thinking with practical tools to take the guesswork out of engagement. Our service helps councils to capture meaningful insights through surveys, consultation and face-to-face sessions, helping ensure under-represented voices are heard and acted on.
If your council is ready to communicate more consistently and transparently, The Community Trust Builder offers practical support to define your voice and build long-term credibility through the creation of a community engagement strategy, underpinned by professional advice and support from our team of council communication experts.
From compliance to culture
Ultimately, this is about mindset. Engagement isn't a one-off project. It's a culture. It's about building long-term trust, not short-term consultation returns.
That means being open, consistent and human in how we communicate. It means recognising that listening isn't a weakness but a strength. And it means understanding that people will only engage if they believe it matters.
We can help with that. Our team supports councils every day to move from compliance to confidence. Whether it's through strategic advice, training, or our hands-on support packages, we're here to help you build stronger relationships with the communities you serve.
Want to move your engagement from tick-box to transformative?
