EU institutions are producing more communications than ever, yet citizens are finding them less clear and less trustworthy. In this masterclass, YouGov and Cronos Europa join forces to unpack why and to work through what a smarter, evidence-led communications strategy could look like.

Drawing on YouGov's Lost in Translation study, a survey of over 5,000 adults across France, Germany, Spain, Italy, and Poland, the session opens with the data: EU institutions are trusted less than academia in every market, clarity scores are negative across four of five countries, and EU-owned channels reach only 5–7% of the public; leaving national media and a fast-growing creator economy to fill the gap.

From there, YouGov and Cronos work through the data together with the audience, applying Cronos's Ripple Effect approach to show how these findings translate into practice, which intermediaries and creators to prioritise market by market, and how to adapt message format and tone to each audience's level of trust and engagement.