Brands in 2024 have wrestled with shifting social media dynamics, a huge change in the political landscape and further technological and AI advancements. Some of these key trends are set to continue to shape the industry and the way we work in 2025, so here is some insight from Muckle Media’s corporate communications specialists: a glimpse into what we think the key moments and trends will be in the coming year.
Scotland’s crossroads, countdown to the 2026 Scottish Election
Although the next Scottish election isn’t until 2026, Scotland’s major political parties will start to compile manifestos from the summer of 2025. Corporate brands need to get ahead of the curve by building relationships with political and policy influencers whilst establishing clear policy positions and calls to action. Moving into 2026, companies operating in Scotland, or with vested interests here, will also need to prepare for heightened political discourse, being mindful of the potential pitfalls and reputational risks of having a strong political voice. Transparent, well-crafted communication strategies will be essential as brands navigate conversations around key election campaign issues including independence, economic policy and the cost of living, public services, energy transition and climate change and devolution. Balancing neutrality while engaging authentically will be critical. Don’t forget the golden rule, criticise the policy, not the party.
The great X-odus, where the flock is heading next
Twitter, now X, continues to see a significant decline in user trust and activity, prompting brands to seek more stable alternatives. Concerns about content moderation, changes in user experience and political stances associated with Elon Musk’s ownership are largely to blame for this shift. Platforms like Bluesky and Mastodon are emerging as viable options, offering better moderation and a renewed sense of community. For brands and PR professionals, this change demands agility, an experiential approach and a reevaluation of how to engage audiences across multiple platforms while ensuring consistent messaging. Our recommendation is to prioritise quality over quantity, choose the platform(s) that work best for you and that your audience prefers, and do them well.
B2B’s influencer revolution
Traditionally a more common tactic for B2C brands, influencer marketing is gaining traction in the B2B space. Businesses are increasingly recognising the value of industry thought leaders and niche content creators to drive credibility and engagement. In 2025, we’ll see more B2B brands leveraging influencers to enhance trust, share expertise and humanise communications, particularly on professional platforms like LinkedIn.
Communications in command, why PR deserves a seat in the C-suite
The role of communications in the C-suite is more prominent than ever. Whilst many brands are feeling the pinch due to ongoing cost pressures, now is not the time to skimp on communications expertise. With crises emerging faster and brand reputation at a premium, having a dedicated communications leader as part of strategic decision-making is no longer optional. This trend reflects a growing understanding of how integrated, proactive PR can support business objectives, from managing stakeholder expectations to driving cultural alignment.
Bridging action and ambition with realistic sustainability
While sustainability unsurprisingly remains a top priority, in 2025 we expect to see a shift toward more pragmatic approaches and greater discussion around the barriers companies face in achieving net zero ambitions. Roadblocks such as supply chain challenges, regulatory hurdles and economic pressures necessitate transparency and open discussion about realistic solutions. Consumers and stakeholders are demanding measurable results rather than ambitious yet vague commitments. PR can play a key role in communicating with stakeholders about what they want to see from businesses and in crafting narratives that acknowledge challenges while highlighting actionable progress.
inclusion and strategic priorities
Partisan polarisation on the topic of Equity, Diversity, and Inclusion (ED&I) initiatives has seen commitments stagnate in certain sectors, with corporates even opting to roll back on existing policies. It’s clear organisations have started to reassess their strategies, however in some cases brands are merely ditching lofty social goals in favour of policies aligned more closely with business priorities. PR teams will need to navigate this delicate terrain, balancing genuine inclusivity with shifting external pressures and growing conservative activism. Expect nuanced storytelling that emphasises sustainable, culture-embedded ED&I practices.
Unlocking potential through AI
The rise of artificial intelligence continues to reshape PR workflows, from content creation to data analysis. However, with these benefits come significant risks, including ethical concerns and the potential for misinformation. In 2025, successful brands will be those who not only harness AI’s potential but also communicate its limitations and ensure its use aligns with ethical guidelines with effective internal governance frameworks to boot.
Summary
2025 is shaping up to be another transformative year for corporate PR, marked by shifts in politics, platform usage and the role brands play in the wider social landscape. By being attuned to these trends and preparing for the opportunities and implications they provide, businesses can navigate this complexity with confidence and authenticity.
The future is always uncertain, but one thing is clear: effective, adaptive communication remains at the heart of every successful organisation.