PR, Marketing and Communications Predictions 2025
Prediction season is nearly over. Our team has been busy securing coverage and creating content for our clients on the key trends and predictions in their respective industries over the past few months, but we wanted to squeeze in some of our own while there’s still time. So, here are our top six PR, marketing, and communication predictions for 2025.
"Values-led messaging will come to the fore"
Jenny Mowat
CEO
“Even in the B2B world, brand strategy needs to be fuelled by a clear purpose and packed with punch. Buyers want to buy from brands that align with their values and have a clear message that stands out from the crowd. Companies will need to clearly articulate their ‘why’ and demonstrate how their solutions contribute to a larger societal and macroeconomic good.
What does this mean? More authentic storytelling, with brands sharing real-world impact stories and employee spotlights. Data-driven insights will be crucial in understanding audience preferences and tailoring messaging accordingly. It all boils down to building trust and credibility at every customer touch-point.”
"B2B marketing will go big, bold, and insight-driven"
Ash Lockett
Head of B2B Marketing
“2024 was the year B2B marketing started to get its groove back. Brand building took centre stage as marketers moved beyond features and benefits to craft emotionally charged campaigns that could hold their own during the Super Bowl.
Workday’s Rockstars ad set the tone, and 2025 will see more brands attempting to follow suit—if they’re willing to take the leap. The challenge? Breaking out of the safe, predictable world of features and benefits to create something that actually resonates.
But risks aren’t really risks if they’re backed by insights. Next year, marketers will invest more in segmentation, targeting, and positioning to power bold campaigns that hit home. Expect video to lead the charge—case studies, talking heads, big-brand ads—amped up by AI tools and a boost from LinkedIn’s video-loving algorithm.
And yes, AI will continue to streamline processes, but the real game-changer will be how brands create content designed to surface on AI-driven platforms. Get that right, and 2025 might just be the year your buyers flock to you.”
"Sustainability will become central to B2B PR strategies"
Joy Mumbi
Senior Consultant
“In 2025, B2B PR will need to function with sustainability in mind, aligning further with net zero goals and moving away from viewing sustainability as a cost or barrier to growth.
This will require a focus on four key areas: compliance through partnerships with ESG initiatives or certifications; competitiveness by crafting sustainability messages that resonate with all stakeholders; fostering behavioural change via collaboration, education, and accountability, supported by sustainability KPIs; and maintaining consistency by prioritising long-term goals and aligning objectives with clients.”
"AI-generated social media content to get the attention it deserves - none"
Joel Goodson
Content Director
“Maybe this is more wishful thinking than prediction, but I hope 2025 is the year we kick generative LinkedIn commentary to the curb.
At times in 2024, the platform – particularly the comment sections of successful posts – felt like the Dead Internet Theory came true.
If you are lucky enough not to know what I’m talking about, picture a sea of clearly-Chat-GPT comments that read like fake reviews, adding no real value, only noise.
If you want to stand out on LinkedIn, you need to develop a voice. Bland, generated NPC content and commentary are never going to be successful in any meaningful way.
People will realise this and spokespeople or influencers who buck the trend will reap the rewards. I just hope it happens sooner rather than later.”
"2025 will bring the human touch back to content"
Maia MacMenamin
Content Writer
“Every force has an equal and opposite reaction, right? So if 2024 was the ‘year of AI’, then in 2025 we’re confident that we’ll see the pendulum swing back the other way.
In 2024, AI became better at content generation. But, it’s nowhere near perfect. As this content became increasingly commonplace, people noticed. Over half of consumers felt less engaged reading content that they suspected to be AI-written.
That’s not to say that AI will be useless in content creation in 2025. On the contrary, it’ll be a fantastic tool to streamline word counts or brainstorm themes. But that’s just it – it’s a tool, not another member of the team. AI is a long way off from replacing the human element when it comes to content.
The same goes for B2B tech content as well, believe it or not. This desire for ‘human content’ will reach every sector imaginable. So sure, we’ll still need engaging data points and use cases to explore, but we’ll also see a concerted move towards the human impact of tech. That human element is your defining factor, and this year organisations will be using it (not losing it to AI!).”
"Authenticity and transparency will shape PR in 2025"
Marcus Hedenberg
Campaign Director
“The media landscape today is very different from five years ago. Publications are under more strain than before and readership habits have changed too. I believe that’s going to place more emphasis than ever on authenticity and transparency in PR campaigns. Not that journalists ever valued ‘BS’ before, but you better believe they’ll be more sensitive to it now. More visual and interactive content in the vein of photos, videos, infographics, etc. will probably go a long way towards making journalists’ lives easier when interacting with the PR world.”
Babel
From the Babel team
