I know, I know…there are so many posts that are recapping 2024 and talking about the biggest trends to watch out for in 2025. Why read this one? Because I’m going to try to actually add value and say things that others aren’t (yet) saying. You can be the judge!
Here are some things that caught my eye in 2024:
Re-engagement in person. From my view on the PRSA National Board and my other involvements, this seemed to be the year that in-person participation rates at community events, conferences, etc. generally rebounded to pre-pandemic levels. The people I talk to generally feel like we’re back, even if people still find it challenging to attend because of all the usual circumstances – cost, conflicting responsibilities, etc. Count me among those that consider this an excellent development.
Crisis Readiness Goes Viral. More than ever before, I saw an appetite this year among my clients and other organizations out there to prepare and plan for the seemingly ever-increasing list of calamities that could befall them. I’ll attribute this to two key factors: 1) the list of causes of potential crisis situations continues to grow, and executives rightly are trying to minimize downside risk to their business; 2) the crisis preparation and mitigation work that many of us have done over time has worked well enough that execs see the value in it and trust us to help them. Another excellent development.
The Death of Traditional/Legacy Media Influence. I detailed this trend and its consequences in a recent post.
Here are some things I’m watching as we head into 2025:
Advertising on streaming services. Have you noticed that Amazon Prime and Max have begun inserting regular advertising in paid subscriptions? I have. And Netflix has vowed they won’t be far behind. Personally, can’t say I’m thrilled that I have to pay for the privilege of watching ads. But professionally, it’s fascinating just how mainstream the streaming channels have become. And with any channel that reaches so many people... 2025 could be the year that professional communicators start activating streaming channels and finding ways to get their messages to their audiences beyond just advertising.
“Inclusion” and “Belonging,” Not “DEI.” A very wise man suggested to me at a recent event that DEI efforts are meeting more resistance today not because people think they’re unworthy – but because the language we use to describe them has taken on a life of its own. The “DEI” label, by itself or with any of the other terms and acronyms in use, have come to connote and mean things other than what people originally intended. This man then said to me that we should start using language that resonates more positively and broadly to frame the discussion; he suggested “inclusion,” and I’m hearing that “belonging” also works. Spoken like a true professional communicator…a slice of brilliance, if you ask me. Let’s see if/how the terminology evolves in the coming year. One thing’s for sure: I’m going to push for it in places/situations where I have a voice.
Mandates vs. Popularity. A recent KPMG survey found that 8 in 10 CEOs envision a full return to the office within the next three years – even though workers are strongly against said policies. The recent assassination of UnitedHealthcare CEO Brian Thompson showed just how unpopular insurance business models in America are. Tariffs and other proposed policies already are affecting supply chains and workforces at a time when there’s hard resistance to volatility and higher prices. In sum – it looks to me like leaders are attempting to force people to swallow big changes that aren’t very popular. We’ll see if it works, or if 2025 will go down as a year of the masses exerting whatever pressure they can to fight back.
All my best wishes to you and yours for a safe, happy Holiday Season and New Year!
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