Photo: Ujaya Shakya’s FB
People working in humanitarian and development organisations understand that communication plays a major role in their work. They focus on how information is shared, how communities interpret it, and how trust is built between organisations and the people they serve. Instead of prioritising brands like businesses do, they emphasise building trust, influencing behaviours, and connecting with communities. Although their goals differ, both sectors use similar approaches.
The book “Brandsutra 2.0” by Ujaya Shakya explains these similarities. Using examples from South Asia, especially Nepal, it shows that lived experiences, such as memory and culture, shape how people respond to messages. For data science and information management, this highlights the importance of context.
In countries like Nepal, people’s decisions are influenced by culture, relationships, and community dynamics, not just practical needs. In projects related to clean water, health, education, or disaster risk reduction, ignoring local context can lead to failure, regardless of how much data or funding is available.
The book’s forewords reinforce this idea. Amlan Mukherjee, CEO of Unilever Nepal, notes that trust is built through consistent actions over time, similar to developing reliable datasets. Communities evaluate organisations based on their behaviour, not just their messaging.
Creative leader KV Sridhar (Pops) adds that meaningful communication begins with empathy and understanding rather than formulas or algorithms. In data science, this is comparable to listening to user feedback and adapting systems accordingly.
Another key lesson from Brandsutra 2.0 concerns young people in South Asia. Although they are globally connected through digital media, they continue to value local traditions. For information management professionals, this means balancing global data trends with local insights to engage young audiences effectively.
The main takeaway is that communication, whether in branding or social development, is fundamentally about relationships. Effective information management depends on understanding people, respecting their culture, and earning trust over time.
For professionals in development and humanitarian sectors, Brandsutra 2.0 offers practical insights drawn from the business world. Applying data science tools to foster trust and communicate clearly can significantly improve the effectiveness of social and public health programs.
Ultimately, Brandsutra 2.0 demonstrates that strong institutions are those that value people, respect culture, and build trust deliberately. In information management, meaningful communication begins with gathering feedback, listening carefully, and responding to the real needs and beliefs of communities.
