Volatile Markets Hurt. Silence Kills.
Retail power is shifting to Gen-Z. In volatile markets, quiet IR teams risk irrelevance. Here’s how to stay visible and trusted where and when it matters.
US public companies are facing a new kind of pressure. It's not just quarterly earnings or competitive disruption. It's something deeper, more structural, and more immediate: a credibility crisis in the markets themselves.
Since President Trump took office in January, volatility has come roaring back. The so-called "Liberation Day" tariffs triggered the biggest one-day drop in US markets since 2020. High-profile investors, wary of the uncertainty in the current policymakers, are pulling capital out of the US. Scott Galloway, the prominent investor, entrepreneur, and marketing professor at NYU, says he plans to exit US equities entirely in favor of European and Asian markets. Meanwhile, Bank of America’s March 2025 Fund Manager Survey shows the largest rotation from US to European stocks since records began.
This is no longer about market timing. It’s about trust.
The Trust Gap Is Growing
Investors aren’t just worried about inflation or interest rates. They’re worried about policy chaos. When nobody can predict how the White House will act tomorrow, it gets harder for investors to believe in long-term strategies.
The result is clear. Capital is looking for stability, value, and leadership. If your company doesn’t communicate those qualities clearly and consistently, you risk being passed over. Worse, you risk being forgotten.
Retail Investors Are Still Active. But They're Selective.
Retail still accounts for roughly 20% of US equity volume. But how retail investors behave has changed. They aren’t reading annual reports or dialing into investor calls. They’re watching short videos, comparing headlines, and chatting in Telegram groups. Most begin investing by age 19. They use YouTube, TikTok, Reddit, and Instagram to research stocks.
According to Brunswick Group, 73% of retail investors get their investment information online, and over a third follow financial influencers for guidance. As Millenials and Gen-Z investors become the majority of the audience, these content consumption trends will only grow.
So when fear spreads and market sentiment turns, what stands out?
Not the safest company. The most visible one.
Visibility Requires More Than a Press Release
Most investor relations programs are still built for 1995, not 2025. That means text-only press releases, static PDFs, delayed earnings calls, and low-frequency outreach. It’s not enough.
Retail investors expect:
Regular updates in plain language
Video explainers that break down strategy and milestones
Visual storytelling that shows how your business creates value
The companies that show up across formats and channels are the ones that stay front-of-mind. When the time comes for investors to make a move, familiarity matters. Trust follows visibility.
Content Strategy Is Not a Nice-to-Have
With the macro outlook shaky and investor confidence thin, now is not the time to shrink your comms plan. It’s the time to sharpen it.
Every investor touchpoint should reinforce your narrative. Every update should build trust. Every asset should help the investor connect the dots between your execution and your value.
This isn’t about spinning a story. It’s about being clear, consistent, and easy to understand. In a market where fear spreads fast and noise is constant, clarity is currency.
What a Strong Plan Looks Like
A credible marketing and comms strategy should include:
A monthly rhythm of investor-friendly content
Rich media: short videos, annotated charts, interactive updates
Distribution plans across email, social, and owned media
Paid amplification to reach beyond your existing audience
Transparent metrics so you can see what’s landing and what’s not
You don’t need a massive budget. You need focus. A few high-quality, high-impact content pieces per month can do more to build investor conviction than another 10-page deck buried on your website.
If You Wait, You Lose Time
Markets move fast, but trust takes time to build. If you start communicating only when you need capital or attention, you’re too late. The companies that win long-term investors are the ones that show up early and often.
Right now, there’s a credibility vacuum. Investors are pulling back from the US market because they’re unsure who to trust. That vacuum is a window. If you can fill it with smart, steady, and transparent communication, you put yourself ahead.
Waiting until conditions "improve" only delays your advantage.
Your Narrative Matters More Than Ever
This moment is a test. Of your ambition, your strategy, your visibility, and your investor relationships. If your IR plan doesn’t account for how investors find, consume, and share information today, you’re operating at a disadvantage.
A strong communications plan isn’t a reaction. It’s a strategy. One that builds confidence, attracts the right attention, and helps you stay resilient when the market isn’t. And better yet, the value you build today compounds over time.
Now is the time to raise your voice, not lower it.
