Sociology Never Left the Room: What My Degree Taught Me About Charity Communications

Yesterday I met up with an ‘old’ colleague I hadn’t seen in years.

David and I joined MVDA back in 2015 to work on Ageing Better Middlesbrough — one of those projects that somehow feels like both yesterday and a lifetime ago. Different energy levels (pre-kids for us both), fewer wrinkles and definitely fewer back problems. Although to be fair, I swear he hasn’t aged.

It was one of those genuinely good catch-ups. No awkward small talk, just two people reflecting on life, work, family and how much the world has changed in the last decade. What struck me most was that he’s still exactly the kind of person I remembered: thoughtful, grounded and socially aware. One of those people you quietly file under “good egg” within five minutes of meeting them.

At one point David referenced my sociology degree and, oddly, it stopped me in my tracks a bit. Mainly because how the hell did he remember that (he admitted it wasn’t from an incredible memory of a conversation 10 and a half years ago, but from my LinkedIn profile).

Still, it caught me off guard; I’d almost forgotten I even had a sociology degree.

Not literally, obviously, but I rarely think about it now or consciously connect sociological theory to the work I do day to day. Yet somewhere in that conversation I realised that although I may not consciously reference theory anymore, sociology has quietly shaped how I see the world and approach communications throughout my career.

I don’t think sociology ever really left the room.

I studied sociology because I was fascinated by people. Why we connect. Why we don’t. Why some voices get amplified while others are ignored. My dissertation explored the disparity between knife crime in the UK and media coverage — how perception and panic can become disconnected from reality.

At the time, I didn’t realise I was already interested in storytelling, framing and influence. Looking back now, it makes complete sense that I ended up in charity communications. Because good charity communications isn’t just about “getting the message out.” It’s about understanding people, their motivations, fears, identities, communities and sense of belonging.

In other words: sociology with a Canva subscription.

The more I think about it, the more sociology quietly underpins communications work.

Take Erving Goffman’s idea that people present different versions of themselves depending on the setting. Tell me that doesn’t explain LinkedIn culture perfectly. We’re all trying to be authentic while also carefully curating ourselves.

Charities do this too. We communicate differently to funders, stakeholders and communities. The challenge is making sure the polished version never drifts too far from the real one. People can spot manufactured authenticity a mile off. Even the word “authenticity” feels a bit hollow nowadays; it’s been hijacked by people desperate to tell us how authentic they are.

Then there’s the idea of social capital, the value of relationships, trust and networks. Most charities and community groups survive because of exactly that. Trust built around kitchen tables long before it appears in a strategy document.

And don’t even get me started on moral panic theory. If you work in communications, you’ll know how quickly media narratives can distort public understanding around poverty, immigration, crime or young people. In the current climate this feels actually rather terrifying now. Surely this means its increasingly important for us to collectively share positive messaging, highlight the good in humanity, showcase the reality and smash the distorted version we are all too readily fed.

Sociology encourages us to look beyond the individual and ask bigger questions about patterns, power and collective behaviour.

Encouraging us to think about:

• Who gets blamed?

• Whose voice is missing?

• Who benefits from this story?

That mindset feels more important than ever.

Because despite all the algorithms, outrage and personal branding, charities are still ultimately about people.

And the best communications don’t just inform people, they help people feel seen.

For me, sociology didn’t disappear after university. It just put on a lanyard and started working in the charity sector.

Anyway, I’m now off to dig out a book David recommended, Complaint! by Sara Ahmed, which explores power, institutions and what happens when people speak up within systems that aren’t always built to listen. Apparently one catch-up coffee and I’m fully back in my sociology era.