ABSTRACT
This final chapter turns to future challenges for financial communication and investor relations, such as globalization, uncertainty, sustainability, and digitalization. It discusses how these developments may affect capital markets and financial audiences and offers potential implications for financial communication and investor relations. The chapter focuses on digitalization and phenomena such automatization, algorithmic trading, but also the tension between passive and activist investing emerging in this context. Another key topic is the role of financial communication in informing capital markets about environmental, social, and governance initiatives, as well as the communication of sustainable business models. Critical issues, such as “greenwashing” are explored in this context. The chapter concludes with a call for future research into these challenges and their implications for the effects and effectiveness and financial communication and investor relations.
