If 2024 was the final year of the “post-pandemic era,” then this coming year is set to bring some seismic changes and unique challenges. Here, we are breaking down our key trends for 2025 — from changes in the social landscape and the impact of political shifts to a new media landscape for brands and why authentic comms will win.
A(nother) great social media upheaval
We’re only a few days in, and already there is a lot to contend with in the world of social media, as the fate of platforms hangs in the balance (TikTok in the US) and regulators sharpen the knives (UK and EU).
The past year saw Musk weaponize X to help play a considerable part in handing Trump the keys to the White House for a second time. The “world’s town square” is now seen by one side of the political spectrum as the epitome of what a platform for free expression should look like.
As a result of its closeness to the incoming administration, we are seeing other platforms follow suit. Zuckerberg’s recent video announcement is indicative of what we can expect in 2025: a rallying call for “free expression” as the way to reign in liabilities around moderating content and protecting users.
As we look to return to the wild west days of social gone by, brands will need to tread even more carefully — especially as the global Overton window moves rightward.
Shifting societal norms
The post-pandemic “era” has largely been defined by a rise in progressive personal politics; something that in 2025, we will likely see a reaction to.
As (primarily younger) audiences have led the charge for greater demographic representation across the board and challenged the thinking of the past, brands have responded in kind. Whether legitimate and thought out DE&I initiatives or just paying the lightest lip-service, it has been impossible for brands to not talk about “purpose” in some form. It has thus been a dominant theme for us in PR land for the past five years.
But as many western democracies — particularly the US and across Europe — turn to the right, so too is cultural zeitgeist.
This is already playing out in the corporate sphere. Beyond Mark Zuckerberg’s claims of needing more “masculine energy” in the workplace, companies are already rolling back DE&I staff and initiatives and dialing down the “woke” in comms.
This year will see brands having to delicately navigate this new socio-political environment. They will have to judge whether they are going to stay the course at the risk of alienating more vocal, conservative-leaning, demographics.
A harsher media landscape
We know that in times of great upheaval, journalism is an essential part of the fabric of society — ensuring we, the public, are informed while power is held to account. But the past year has bashed the traditional fourth estate, reducing its power and influence.
Around 4,000 journalists were axed in the UK and US alone last year. While this is down from circa 8,000 cuts in 2023, it still paints a bleak picture on the future of news media.
This means that PR consultants have to work harder. Not just to gain coverage, but to ensure that we can provide everything a reporter could possibly need, and help them to bring our worthwhile stories to life.
The pressure facing journalists also requires us PRs to think even harder about what we offer. The discussion around personalization and media targeting has always played in the background of a PR consultant’s life. But this year will see it become a non-negotiable (if it isn’t already) — our work will have to be essential to a journalist, if it is to be deserving of media coverage.
While journalism faces increasing difficulties, it does not mean that we, in the earned media space, are left without options. Instead, we will have to think outside of the traditional media box.
Newsfluencers
A major trend of the past half-decade has been around news media taking social media seriously — working platforms and formats hard as the primary channel to reach younger audiences. This has led to the rise of the “newsfluencer.”
Made up of both professional and citizen journalists working in non-traditional channels; newsfluencers may have a smaller reach, but a highly engaged audience. And while the numbers look small on the surface, they are able to reach target audiences in ways traditional media can only dream of today; 71% of Gen Z are getting their news through social media.
This is an exciting prospect for those of us in PR; an opportunity for us to re-invent the traditional media list and build in greater diversity and new approaches in day-to-day work. This year will see a greater focus on how to leverage social-first PR for creative and impactful results.
Authentic comms
The rise of the newsfluencer and the need for a greater focus on social-first PR will necessitate even more authentic brand communications, lest they be lost in the noise.
This is largely the reasoning behind the trend of “unhinged” marketing in 2024 — from Duolingo’s Owl mascot stunts to Liquid Death’s… unique… strategies, such as getting Ozzy Osborne to warn buyers not to snort it.
On paper, none of these approaches should work. But they do — because they are authentic to the brand behind them, and are unique in an oversaturated media market. Now, others are jumping on the bandwagon (even if they shouldn’t).
While the marketing industry loves a short-term trend (go back 10 years, and everything was about guerrilla marketing; five years ago we were gushing over QR codes), this speaks to a real need for any brand: to be authentic, is to win.
Consumers are savvy; they know when a stunt doesn’t make sense and aren’t afraid to call it out. Brands will need to not just work hard at creating authentic comms, but to effectively police themselves as well. It’s a hard balancing act but, once cracked, it pays dividends.
We (still) need to talk about AI
The trend we cannot escape.
In short: every tool you use will be AI-something, but we won’t know how to really use it. There will be conversations about how to regulate it, and then a big push-back on any recommendations. There will be cool things involving it, and scary things too. It will mean everything in the future, but very little today.
In the world of PR, there will be a business need to really grasp how we can use it to streamline the mundane and focus on the value. From a practice level, there is an urgent need to ensure we are ready to fight back against the negative effects it can bring: namely, misinformation and generic content rehashed across the internet.
Moving forward
Up close, 2025 can look divisive and complex. But zoom out to focus on the macro picture, and it becomes easier to see the direction of travel and thus anticipate it.
Brands in 2025 will need to be additionally savvy to get ahead of the game and stay relevant, while still maintaining their core values. It will require a great deal of both boldness and nuance, but those that own these trends are the ones who will win.
Do you need help to get ahead of the biggest trends of this year? Then get in touch and send your briefs to .