Filter Bubble

Why organisations should invest in strategic communication  

We live and operate in a world that is more and more polarised due something called "Filter Bubbles". A huge challenge for users and for organisations that really want (and deserve) to be found and make a meaningful impact.
Continue Reading Why organisations should invest in strategic communication  

Written by Irene Padovese 


 

Ten years ago, when I started working in Communications and Marketing, I published a short article in a small local newspaper. It was about the so-called filter bubbles

It was 2015. Social media hadn’t yet permeated our daily lives or dominated public debate, and the concept was still quite new and largely uncovered (at least in Europe). Yet the perils of polarisation and the emergence of countless layers of truth were already in the air. 

For those who may not be familiar with it, a filter bubble (or echo chamber) is a personal, tailor-made universe of information shaped by algorithms based on our online behaviour. Everything we do virtually is tracked and processed to create the most customised feed possible.  

Each of us lives inside a filter bubble. Mine might be very similar to yours or entirely different. It all depends on our tastes, what we love, and what we believe in. But it also means we only ever see part of the picture – the one we like. You don’t choose what enters your bubble, and perhaps more importantly, you don’t see what’s left out. 

 Filter Bubbles, a representation

This explains why we so often come across publications that confirm our existing opinions or align with our personal beliefs, reinforcing bias and giving us the illusion that the majority of people think the same way, or that a “hot topic” is “hot” because “everyone’s talking about it”. 

These dynamics were already visible back in 2011 (Eli Pariser explained them in his TED Talk). One can only imagine how far this trend has spiralled now that algorithms have reached extraordinary levels of accuracy and personalisation… and especially now that AI has entered our lives to stay

 

Impacting the truth (and the reach) 

The evolution of filter bubbles has reached a point where understanding today’s information systems is extremely challenging, for both users and professionals. Not to mention the erosion of the very concept of truth.  

The consequences are wide: from an educational standpoint, many demographic groups (teenagers or less digitally-savvy individuals) struggle through the overwhelming volume of input and information. At the same time, democracy itself is being affected, marked by polarised debates and an unmanageable multitude of fragmented “truths”. 

This becomes particularly problematic also for non-profits, companies, or startups, especially those working to create a positive impact on society or the environment. We’re talking B-Corps, or organisations launching educational projects, advocating for inclusion, etc. Needless to say (and I can confirm this from direct experience) many of them are either lost or face major obstacles when it comes to getting strong messages across

In other words: those who should be amplifying the effects of their work across wider audiences, positioning themselves as active stakeholders in causes that matter, are often not part of the most influential filter bubbles—the ones that shape public debate or influence how people think. 

 

Why are impact organisations not breaking through 

Sometimes it’s due to the absence of a structured team; other times, it’s the inability to keep up with the constant evolution of social media, digital channels, and algorithms. More generally, impact teams tend to fall behind when it comes to being strategic with their communications, often relying on outdated marketing approaches and believing that simply posting frequently on social media is enough. 

But there’s far more beneath the surface. It is essential to have a highly strategic approach and think out-of-the-box. We need to recognise that we’re operating within a system where: 

    • What gets seen is not what’s true, but what gets engagement. 
      In many cases, sharing something won’t break through unless it gets clicks or reactions. This often pushes professionals towards creating clickbait content. Messages become distorted, flattened, or gamified in order to catch attention, no matter how. 

    • What gets seen is simple and easy to digest. 
      The system rewards speed, certainty, and polarisation, not nuance or complexity. Content that is too high-level, overly technical, or that tries to combine too many ideas at once often gets lost in the noise. 

    • Budgets break through. Big corporations will always have the advantage of high budgets and established brand authority. Today, unfortunately, paid advertising remains the most effective way to access niche audiences or targeted social groups. 

Eventually, it’s not about visibility, but about trust. True communication goes beyond metrics. It’s about building credibility, forming relationships, and being transparent. Visibility may get you seen, but trust is what makes people listen, engage, and act, and it’s often overlooked.  

 

Reaching beyond the bubble 

Ten years after that first, perhaps innocent article, I feel it’s time to return to the topic and to recognise that in this landscape, Communications has quietly become one of the most complex and strategic elements for many organisations. 

In an era shaped by AI, filter bubbles, and information overload, it’s no longer just about crafting messages or managing channels. It’ also about automation, UX friendly content, and positioning. Yet, Communications is still often underestimated or treated as a secondary function, when it very often sits at the heart of how impact is perceived, understood, and shared. 

We’re all actors and stakeholders within this information system. We all shape what circulates and what gets lost in the bubbles. That’s why I want to leave you with three ethical questions, one for each of the key roles we might all cover: 

    • For users: Can we learn to use today’s information systems more consciously, staying open-minded, aware of our filter bubbles, and mindful of how content shapes our emotions? 

    • For Communications and Marketing professionals: How can we deliver effective consultancy while challenging filter bubbles ethically and avoiding the spread of misinformation? 

    • For organisations: How can impact-driven teams reach beyond their bubble on limited budgets? Are they ready to embrace complexity and invest in long-term, alternative strategies with the right support? 

The future is about awareness and adaptation. 

If only we could all learn to communicate with integrity in a challenging system, we might just help fix it


 

Irene Padovese

About the author 

Irene Padovese is a Senior Marketing and Communications Consultant with 10 years of experience supporting international organisations, startups, and nonprofits in amplifying their impact. She holds a Master’s degree in International Policy and Diplomacy, and developed her expertise in Growth Marketing and Strategic Communications through roles at the Council of Europe, Bridge for Billions, media agencies, and early-stage startups. Today, she focuses on purpose-driven strategies across ESG, climate, and social innovation. Based in Madrid, she also serves as Communications Officer at Stone Soup Consulting, supporting its mission.

 

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