Predictions for key trends shaping communication strategies this year
A new president. A potential TikTok ban. New breakthroughs in science, technology and healthcare. There’s a lot in store for 2025. For communicators, the year will be marked by these changes along with events not yet on the horizon – a major brand crisis, new legislation that impacts your industry, or a shift in the communications patterns and expectations of your key stakeholders.
We don’t have a crystal ball, but we do have a pretty good sense of what audiences are looking for in the new year. Here’s our agency predictions for the types of communications that will rise to the top and the trends that will affect both what you say and how you say it:
Humanity will stand out. After a season of political posturing and the continued influx of gen AI-powered content, a leader, spokesperson or company that consistently displays empathy and core values will attract attention and business.
AI-powered crises will make headlines. As AI tools continue to be integrated into workflows across industries, we’ll see the inevitable slip-ups – whether that’s an off-brand AI-generated social media post, a logistics snafu or a medical mistake led by AI. Planning for this type of crisis should become standard, with communicators recognizing that a tech-powered crisis must be met with authenticity and humility.
Value will be king. Stakeholders – from prospective customers to healthcare patients – have unique needs, but your communications need to go beyond data-drive personalization to deliver real value. Is this information that is useful and relevant to this specific audience? Will they appreciate it for the sake of entertainment? Does it even need to be said – and does it need to be said now? An organization that considers its audiences’ environment (information overload) and consistently delivers something interesting or useful will cut through the noise to build trust.
Brands will say it short. 2025 is the year to deliver something useful – fast. Consumers are inundated with even more information and advertising at every turn (thanks, AI) and coming off of a messaging-heavy presidential election cycle. If you want to stand out, be short, simple, and visual. Attention spans continue to shrink and the appetite for sales messaging is falling even faster. This year, tight content will outperform.