National, 15th June 2026: ACCA (the Association of Chartered Certified Accountants) today released From number crunchers to storytellers a new guide exploring how changing communication habits are evolving workplace expectations, and the rise of automation are reshaping the skills required for professional success.
Aimed particularly at early-career professionals, the guide combines insights from employers, finance leaders, and leading stage actors and directors to help build communication, confidence, and storytelling capabilities. It finds that as AI and automation take over routine tasks; finance professionals are increasingly expected to communicate insights, influence decisions, and engage stakeholders much earlier in their careers.
The guide highlights that storytelling is emerging as a key differentiator in the workplace, helping professionals stand out, build credibility, and accelerate career growth. At the same time, changing communication habits driven by social media, digital platforms, and visual content are reshaping how Gen Z learns, communicates, and engages at work.
To help professionals build these capabilities, the guide maps the storytelling journey across three stages preparation, delivery, and reflection through an 11-step framework. It emphasises understanding the audience, objective, and core message, articulating the ‘why’ behind the story, using data effectively, delivering with confidence, and continuously improving through feedback and practice.
“Identify the key data points around which you want to build your story. Facts are your strongest foundation; they provide credibility and cannot be disputed. Once you have those in place, you can craft a compelling narrative that brings the data to life,” said Shernaz Patel, theatre and film actor and Artistic Director, Aadyam Theatre.
‘Becoming a good storyteller is a process. Building on insights from creative professionals who practice the craft of storytelling, finance experts and early-stage professionals, the guide brings together 11 steps both technical and personal as well as insights for employers to work as co-partners in this journey’, explains Pooja Chaudhary, Policy and Insights Lead for India at ACCA and the guide’s author.
ACCA’s findings suggest that employers who recognise and build on Gen Z’s strengths including digital fluency, adaptability, and fresh perspectives will be better positioned to develop confident communicators, stronger collaborators, and future leaders.
Md. Sajid Khan, Director – India at ACCA, said: “The role of finance professionals is evolving rapidly. Technical expertise remains fundamental, but the ability to communicate insights, influence decisions, and connect with different audiences is becoming equally important. As AI transforms the workplace, uniquely human skills such as communication, storytelling, and relationship-building will become even more valuable. Employers have an important role to play in helping young professionals develop these capabilities through practice, mentorship, feedback, and real-world exposure.”
The guide also captures the perspectives of Gen Z professionals, who highlighted mentorship, confidence-building support, constructive feedback, and opportunities to practise audience-specific communication as critical to their development. It recommends that organisations create safe spaces for practice, embed coaching and feedback into development programmes, and provide greater exposure to real-world business conversations and presentations.
From Number Crunchers to Storytellers forms part of ACCA’s ongoing commitment to helping employers and finance professionals build future-ready talent equipped to thrive in a rapidly evolving world of work.
About ACCA
We are ACCA (the Association of Chartered Certified Accountants), a globally recognised professional accountancy body providing qualifications and advancing standards in accountancy worldwide.
Founded in 1904 to widen access to the accountancy profession, we’ve long championed inclusion and today proudly support a diverse community of over 257,900 members and 530,100 future members in 180 countries.
Our forward-looking qualifications, continuous learning and insights are respected and valued by employers in every sector. They equip individuals with the business and finance expertise and ethical judgment to create, protect, and report the sustainable value delivered by organisations and economies.
Guided by our purpose and values, our ambition is to lead the accountancy profession for a changed world. Partnering with policymakers, standard setters, the donor community, educators and other accountancy bodies, we’re strengthening and building a profession that drives a sustainable future for all.
