In this session, Steffan Aquarone, MP for North Norfolk, shared insights from his unusual journey from digital marketing into politics, and how lessons from communications can transform public life. He explored what politics can learn from brand-building, and what business leaders might take from Westminster.
The conversation highlighted how politics could benefit from marketing’s focus on authenticity and audience connection. Too often, parties default to selling votes rather than investing in long-term reputation and trust. Steffan pointed to successful behaviour-change campaigns, such as boosting organ donation registrations by placing prompts at the right touchpoints, as examples of marketing thinking that could make politics more effective.
Digital transformation and inclusion were another focus. With many older constituents excluded from online-only services, initiatives like community banking hubs show how technology can support citizens without forcing them into digital-only interactions. Steffan argued for a “right not to be digital,” ensuring innovation strengthens rather than fragments communities.
By blending stories from grassroots campaigning, consultancy, and Parliament, the session offered a fresh perspective on leadership, communication, and change - showing how the skills of marketing, politics, and digital transformation can overlap to create real impact.
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