How to Thrive in 2025

As we launch into 2025, businesses are navigating an era defined by complexity, from geopolitical shifts to rapid technological evolution. In talking to our clients and teams a number of common and overlapping themes and resulting actions emerge to guide our thinking on how we communicate as businesses this year.

Operating with integrity

In our world of increasing volatility, uncertainty, and risk, trust is the foundation on which businesses thrive. Research from Edelman continues to show that businesses are often trusted more than other institutions — but maintaining that trust requires deliberate action.

With so much more access to performance data, society is fully engaged and because we are exposed to so much more information, our radar for genuine content is so much more attune.

Transparency, authenticity, and integrity are non-negotiable. Leaders must model these values in how they communicate, act, and make decisions.

Human versus machine

The role of AI is not to supplant human creativity but to act as a collaborator and an accelerator. While AI excels in data analysis, pattern recognition, and producing scalable solutions, it lacks the nuanced understanding, emotional intelligence, and cultural context that humans bring to communication strategies. To avoid the risk of generic, ineffective communication, it's crucial to blend AI's capabilities with human insight.

AI should enhance the bespoke, not replace it, reminding us that authenticity and personal connection still form the core of effective communication. For example, tools like Workiva have amazing potential to streamline report production, but without creative ideation and continued validation, the output won't be optimised.

The ubiquity of AI usage will amplify the need for authenticity and transparency in both internal and external communications. We see a drive to humanise communications wherever possible. Be this through face-to-face meetings, hyper personalised communications or delivering messaging through video content.

Creating magic moments

While integrity and transparency form the bedrock of trust, businesses must go further to inspire loyalty. Enter the “magic moments” – those experiences that surprise, delight, and resonate with audiences on an emotional level. In times of uncertainty, people turn to brands and business partnerships as pillars of stability and connection.

Experience builds trust, and trust fosters loyalty. Companies must focus on creating experiences that go beyond transactional interactions to build genuine emotional connections. This means applying creativity and engaging all the senses, not just across platforms and media channels, but in how products and services are delivered.

By being authentic, relevant, and distinct, businesses can use these moments to differentiate themselves. The organisations that succeed will be those that embrace creativity and turn routine touchpoints into unforgettable experiences.

Imperfect authenticity

As we become more sophisticated in our use of AI we're past creating a glut of low quality content no-one wants to read and instead moving onto hyper-personalisation, seamless customer experience and slick sales management.

In this flawless AI-driven world, the odd imperfection will really stand out and be increasingly celebrated as a sign of authenticity, helping companies demonstrate what makes them unique and making them feel more human. Working alongside genuine empathy and customer centricity, thoughtful imperfections can be powerful tools to build differentiation and trust.

As part of this trend, Adobe is predicting a pivot to more natural aesthetics such as grainy textures and organic lettering. Kantar is predicting further integration of sustainability into business models, driven by regulatory pressure and resulting in increasingly earnest messaging. Harnessing these visual or tonal cues, or even deliberately designing a meaningful 'wrinkle' in your customer experience, could help you build real connection this coming year.

Balancing competing perspectives and pressures

As expectations for transparency grow, businesses are facing new challenges in sustainability reporting. In Europe, frameworks like the Corporate Sustainability Reporting Directive (CSRD) are driving detailed, data-driven disclosures. On average, these add significant complexity. It will be interesting to see the impact that the CSRD has on the reports of those in scope this year; our research of early adopters estimates that there may be as many as 90 additional pages of sustainability statements included in Annual Reports.

However, not all markets are moving in the same direction. The “Anti-ESG” movement in the U.S. highlights growing tensions around sustainability and compliance. This divergence risks fuelling practices like “greenhushing”—underreporting positive environmental impacts to avoid scrutiny.

Businesses must navigate these pressures carefully, balancing diverse stakeholder interests while maintaining concise, meaningful communication.

Navigating organisational change

From hybrid work models reshaping collaboration to AI and digital transformation disrupting industries, businesses are undergoing significant organisational shifts. These changes demand transparent communication, active employee listening, and a compelling vision to inspire alignment and maintain morale.

Culture resets are becoming a key strategy for organisations to align values and behaviours. By fostering stronger connections and collaboration across teams, businesses are better equipped to attract and retain talent in a competitive market.

This alignment of purpose and practice will be critical for organisations looking to navigate an uncertain future successfully.

Providing visible leadership

In times of uncertainty, visible leadership is a critical driver of trust. CEOs and senior leaders must take centre stage, using transparent and authentic communication to provide stability and vision.

Representative of this is the growing swell of CEO podcasts. By engaging in candid conversations and building authentic relationships, these platforms allow leaders to connect with employees and industry experts alike. Such efforts not only enhance trust but also provide clarity and empathy around strategic decision-making.

Beyond podcasts, leveraging social channels and other direct communication methods can help leaders humanise their approach and build deeper connections. Employees, investors, and customers alike respond to leaders who demonstrate approachability and openness.

Inclusive by design

An essential consideration in communication – be it by leaders or the broader organisation – is the medium itself. Inclusive design ensures that messages are accessible to all, regardless of ability, role, language, or location. From captioned video content to screen reader-compatible platforms, thoughtful communication design reflects a commitment to equity and belonging.

Equally critical is the tone of voice and the messaging itself. Inclusive communication requires a tone that is approachable, empathetic, and respectful. Leaders should strive to use language that resonates with diverse audiences, avoiding jargon and considering cultural nuances to ensure clarity and connection. Pertinent messaging focuses on shared values and goals, fostering a sense of unity and purpose.

By making accessibility a priority and choosing words with care, leaders not only expand their reach but also reinforce their dedication to inclusion, demonstrating that every voice and perspective matters. Thoughtful communication strengthens trust and inspires engagement, ensuring no one feels overlooked or excluded.

The road ahead

So, as businesses adapt to the challenges and opportunities of 2025, the most successful organisations will balance integrity with innovation. They will create magic moments that foster trust and loyalty, embrace transparency amidst growing compliance demands, and redefine culture to align with evolving expectations.

Those that operate with authenticity, deliver meaningful, inclusive experiences and provide visible, empathetic leadership will thrive and position themselves as beacons of trust and stability in an ever-changing world.