The global report “Red Sky Predictions 2025” examines how brands navigate a landscape shaped by simultaneous crises, social polarization, and the rise of artificial intelligence. It highlights a shift toward more human-centric communication strategies, focusing on approaches like Welltainment™ in wellness, the growth of audio marketing, and co-creation influenced by cultural context. The report emphasizes the need for brands to balance adaptability, transparency, and emotional connection to remain relevant in a constantly evolving world.
Madrid, December 3, 2024 – Havas PR, together with Havas Red, the global micro-network of Public Relations and Communication agencies within the Havas PR Network, has released the latest edition of its “Red Sky Predictions 2025” report. The document offers insights on how the field of communication is expected to evolve, based on nine key trends. Experts from the network’s international agencies contributed to the report, including James Wright, Global CEO of Havas Red and Global Chairman of the Havas PR Global Collective.
The Red Sky Predictions for 2025 are as follows:
- From Permacrisis to Polycrisis: In a world accustomed to constant crisis management, communication now faces simultaneous crises. Issues like the rise of AI, growing rejection of ESG (Environmental, Social, and Governance) and DEI (Diversity, Equity, and Inclusion) initiatives, and tensions over the potential end of remote work have created a landscape of continuous change. This “permacrisis” era requires brands to develop strategic plans to manage multiple scenarios and markets simultaneously, emphasizing adaptability and complexity mastery.
- Unapologetic Shifts in Purpose: Brands are under increasing scrutiny for their ESG and DEI commitments, caught between public pressure for progress and shifting consumer and market priorities. Corporate purpose must evolve into a more flexible concept aligned with stakeholder expectations. In 2025 and beyond, brands will focus on balancing transparency and adaptability, recognizing that consumers value authenticity over consistency. Communication and marketing experts will frame these changes as strategic adjustments to reinforce companies’ relevance and ability to create meaningful impact.
- Division Cannot Survive: Societal polarization on topics like immigration, trans rights, and armed conflicts is intensifying. Many individuals and organizations are questioning movements like “Woke” culture, shifting toward more conservative views. Brands must understand that while the “silent majority” may not openly criticize such movements, they will express their views through loyalty and purchasing decisions. In 2025, communication strategies will need to avoid taking divisive stances, instead creating unifying campaigns that address societal issues without alienating audiences.
- Making it Clear Who Controls AI: The rapid adoption of artificial intelligence (AI) is described as the fastest technological shift in human history. After a decade of misinformation and deepfakes, consumers demand greater transparency and control over their data and privacy. This environment drives the need for comprehensive AI regulation. Until such frameworks are established, companies must take the lead by self-regulating, developing personalized AI applications, and prioritizing transparent communication to build consumer trust and confidence.
- Feelings First: Despite the dominance of AI and technology, resistance to these tools is growing. Frustration with failing systems is pushing communities, countries, and corporations to address urgent challenges. This is the moment to refocus on emotion in communication. In a world dominated by AI, showcasing “humanity” will be a key differentiator for marketers and communicators. They must achieve what bots cannot: demonstrating empathy, aligning with shared values, and building emotional connections to foster loyalty.
- The Need for Niches: With the decline of traditional media and the saturation of social networks, people are increasingly turning to niche platforms for news and entertainment. Communication and marketing specialists have been following their audiences to these highly personalized spaces, which present new opportunities for interaction. By 2025, many brands will establish and strengthen their own niche communities, blending focus group functionalities with post-sale loyalty strategies. The challenge will be identifying their followers in these less visible corners of the internet and crafting highly targeted content to connect with and engage them effectively.
- Music as a New Social Muse: Audio marketing has entered a transformative phase. Forward-thinking brands are now building their sonic identities, extending beyond visual aesthetics and voice tone. From distinctive jingles and brand anthems to viral sounds on social media and audio content libraries, sound is being leveraged to reinforce brand identity, evoke emotions, and overcome creative barriers in campaigns. A notable example is HAVAS North America’s campaign with OGX and singer Demi Lovato, which featured a sonic logo and melody that quickly went viral on platforms like TikTok and Instagram, achieving over 1 billion impressions and 24.5 million interactions. In 2025, music and sound-based activations led by influencers will play an increasingly significant role in fostering brand recognition, affinity, and virality. The power of sound will help brands cut through visual noise, delivering messages that resonate more deeply with consumers.
- Welltainment™ Takes Over: 2025 will see the rise of Welltainment™, a unique approach to wellness communication that transcends ineffective advertising campaigns targeting communities with significant health disparities. This blend of inclusive wellness, culture, and entertainment addresses critical areas like obesity, mental health, and sexual well-being. Through Welltainment™, brands will enhance their traditional communication roles by launching new initiatives that prioritize education, prevention, and inclusive wellness engagement.
- Cultural Relevance as a Global Co-Creation Currency: Most brands have engaged in co-creation projects—developing products, services, or content with consumers, employees, celebrities, or influencers. However, in today’s communication landscape, cultural relevance has emerged as a key factor. In the coming year, cultural relevance will take center stage in communication strategies. Brands must adopt a slower, more deliberate campaign planning approach, constantly analyzing insights through social intelligence tools and global audiences. Monitoring real-time trends will be essential to identify opportunities for current conversations and explore subcultures deeply. This includes understanding their unique codes, languages, and signals that make them influential.
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