As we approach the end of 2024, many of us in the comms world are taking a collective deep breath. This year has been a whirlwind of global events—from a U.S. presidential election and natural disasters to wars in multiple regions and a historic solar eclipse. Add to that a new Danish monarchy, the release of Julian Assange, the Paris Olympics, and the first commercial spacewalk… you could say it’s been a year of extraordinary highs and challenges.

From a comms perspective, these events have undoubtedly shaped our work, and their ripple effects will likely continue into 2025. As we plan for the year ahead, here are a few trends we think communicators should watch closely—and prepare to address.

1. AI will become a non-negotiable

Artificial intelligence is transforming every aspect of communications. From content creation to strategic planning, the ability to use AI effectively is no longer optional—it’s essential.

So, what does that mean for comms folks?

• Time to upskill: Familiarise yourself with AI tools like Microsoft Copilot, Canva’s AI features, and Google’s AI integrations. These tools can streamline content generation, enhance creativity, and improve efficiency.

• Lead the adoption of AI in your workplace: As many organisations are still lagging in digital literacy, comms pros are well-positioned to guide AI adoption strategies. Use your understanding of risk and your hands-on experience with AI to help your work navigate this transition.

• Prepare for change, as usual: The integration of AI will reshape roles and workflows. Be ready to support your organisation in managing these shifts through clear and empathetic communication.

2. ESG (Environmental, Social, and Governance) will demand more attention

Stakeholders are increasingly expecting organisations to address climate change, social equity, and ethical governance. Enhanced reporting requirements, evolving workplace legislation, and public pressure will make ESG a central focus.

So, what does that mean for us?

• Collaborate cross-functionally: Support climate-related reporting and help craft narratives that communicate your organisation’s ESG initiatives authentically.

• Proactively manage your rep: Be prepared for reputational risks related to ESG—like addressing workplace issues or navigating public scrutiny.

• Lead the conversation: Position your organisation as a thought leader in tackling societal challenges, from housing affordability to climate action.

3. Polarisation in the workplace will multiply

Political, economic, and generational divides are growing, creating challenges for workplace cohesion and trust. This polarisation can lead to conflicts and erode the sense of belonging that’s critical to engagement.

So, what do we do?

• Bridge trust gaps: Coach leaders on rebuilding trust and economic optimism among employees, especially those who feel disconnected.

• Foster an open dialogue: Create a culture where diverse perspectives are respected, and differing opinions are safely expressed.

• Humanise your leadership team: Help senior leaders connect authentically with their teams to build trust and engagement.

4. Transformation will only accelerate!

The pace of change in organisations is increasing, driven by technological advancements and the need for new skills. Major transformation projects will dominate the agenda in 2025.

So, we need to:

• Stay agile: Expect to manage more change projects than ever before. Upskill in change comms frameworks to stay effective in fast-moving environments.

• Focus the resources!: Work with leadership to ensure change initiatives are adequately prioritised and resourced, even if it means adjusting other workstreams.

5. Cybersecurity is going to remain paramount

With the rise of cyberattacks, data breaches are becoming more frequent and costly. New legislation will add layers of complexity, requiring organisations to be proactive and transparent in their response.

Which means comms pros need to:

• Update our crisis plans: Ensure your crisis comms plans are up to date and that key players understand their roles.

• Drive more awareness: Work with leadership to foster a culture that prioritises cybersecurity, emphasising proactive education and vigilance.

• Always be ready to act: Cyber incidents can escalate quickly. Have clear protocols in place to manage stakeholder communications and protect organisational trust.

6. Rebuild and maintain trust

All these trends centre around one critical element: trust. Without it, organisations risk losing credibility with employees, customers, and investors. So while this is not news to us, nor is it different to the status quo, it means we need to work harder to:

• Empower our leaders: Equip leaders with the skills to communicate authentically and connect with their audiences.

• Leverage more storytelling: Use compelling narratives to inspire trust and align stakeholders around shared values.

• Focus on the Three T’s: Ensure communication is Transparent, Timely, and Thoughtful to build and sustain trust.

With all of this in mind, the one trend we need to remember is that the rapid pace and often heavy nature of our work can take a toll. As we step into 2025, make self-care a priority—for yourself and your colleagues.