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Navigating disruptions in policy, culture, media and technology
Insights for communicators
Welcome to 2025, a year that will ask much of us. It may be tempting to take the short-term view, look to easy answers or turn away from the complexity of the world around us. Yet, as we explore in this resource annually, there is immense opportunity to be found by engaging with the change and disruptions underway across policy, culture, media and technology.
Thanks for joining us as we dive into the central questions for leaders and communicators in the year ahead.
Policy
Entering his second term, President Donald Trump has assembled a team of political allies and acolytes who plan to continue to prioritize loyalty, embrace disruption and reject traditional political ideologies and alliances. What does that mean for communication brands?
The global economy will enter 2025 with early indications of stability, as inflation moderates and with the G7 economies all forecast to expand by 1-2% in 2025. But global companies will have to monitor geopolitical currents from Russia to China, Brazil to Turkey and Germany to Canada.
Culture
In a world where everything and everyone is media, corporations feel pressured to meet the demands of a growing chorus of stakeholders – so it’s never been more important for companies to have clarity of purpose – to know what’s mission critical to their business, their people and their culture – and stand firmly behind it every day.
Although it’s tricky for brands to take a stand in the public square, it’s never been more important for them to spark a positive, connected and civil conversation about the issues that impact daily life and our shared future.
People look to brands as cultural touchstones that not only reflect the zeitgeist but shape it.
The sustainability agenda is at an inflection point. As the new Trump administration takes up an “America First” energy policy, and broader support for the multilateral climate project wanes, new power dynamics will (re)emerge, and the rules for engaging stakeholders on climate issues will be rewritten.
Media
The past year cemented the shift from traditional media to a fragmented, influencer-driven ecosystem — where individuals curate their own trusted sources. Corporate America must adapt to engage audiences through unconventional and hyper-targeted channels.
Companies need to focus on building genuine relationships with their audiences by sharing stories that are relatable, unfiltered, and emotionally resonant.
B2B brands can navigate to win in an ever-changing, highly competitive space by becoming B2H (Business to Human) operations and understanding the decision-makers as people; focusing on leveraging emerging platforms; and being present with digital activation at all stages of the buyer’s journey.
Technology
AI is already transforming how communications professionals navigate today’s disruptions — reshaping strategies, simulating scenarios, and enabling brands to adapt and thrive. The integration of AI into consulting is happening now, redefining expertise and engagement as we speak.
Generative AI presents communicators with boundless opportunities for information processing and content development — and it will be vital for communicators to understand its limitations and harness its power in appropriate, ethical, and responsible ways.
Sign up for Powell Tate Insights for monthly fresh takes on disruptions, innovations and impact in public affairs.
The 2025 edition of our Leading at the Intersections report series lays out trends and insights into the future of policy, culture, media and technology.
Watch the highlight videos or read the full report to find inspiration for your 2025 communications strategy.