HAVAS Red Releases Red Sky Predictions 2025
HAVAS Red, the global PR agency micronetwork of the HAVAS Group, unveiled its Red Sky Predictions 2025, an annual report designed to help communicators navigate an ever-changing world with purpose, authenticity and impact. The report highlights nine key trends shaping the coming year, offering insights and strategies for brands and businesses on the cutting edge of communications.
“2024 was a year defined by rapid transformation and heightened complexity, as the “Raging ’20s” continued to test brands and societies alike — and 2025 will require communicators to think and act with even greater agility,” said James Wright, global CEO of HAVAS Red and global chairman of the HAVAS PR Network. “Red Sky Predictions 2025 provides a lens into the challenges and opportunities ahead, equipping communicators with the tools to thrive in a world where cultural relevance, emotional connection and ethical responsibility are more important than ever.”
Packed with insights, the 2025 report explores emerging trends such as navigating polycrisis environments, embracing co-creation as the currency of cultural relevance, adapting purpose-driven strategies, and leveraging innovative tools like sonic branding and hyper-personalized engagement. Highlights include:
- The shift from "permacrisis" to "polycrisis": As crises grow more interconnected, communicators must master juggling multiple, complex challenges that span different issues and geographies.
- Unapologetic U-turns on purpose: Brands will prioritize consumer relevance over rigid adherence to past promises, navigating shifts in ESG and DEI commitments with transparency and agility.
- Fostering unity in a polarized world: The most innovative brands will find ways to unite divided societies around common causes, building bridges rather than taking sides.
- Telling AI who’s boss: With regulation lagging, brands will craft their own narratives around responsible AI usage, investing in self-regulation to build trust and maintain relevance.
- Feeling is first: Human-centered, emotion-rich storytelling will gain prominence as consumers demand authenticity and reject generic, AI-generated content.
- The itch for niche: Hyper-personalized online communities are reshaping engagement strategies, pushing brands to find and connect with audiences in more focused, targeted spaces.
- Music is the new social muse: Sonic branding will help brands cut through visual clutter, creating memorable and emotional connections with consumers.
- Welltainment™ takes the wheel: At the intersection of wellness and entertainment, Welltainment™ will address health inequities while reshaping how brands engage on wellness topics.
- Cultural relevance is co-creation’s global currency: Successful brands will approach co-creation with a nuanced understanding of culture, embracing slow, social, and subcultures to resonate deeply with audiences.
Discover how you can prepare for the year ahead by reading the full report.
