The world of communications in 2025 is no longer about “what to say,” but about how, when, to whom, and why. Brands that want to be heard must think like editors, act like engineers, and empathize like therapists. We have compiled five trends that define the new reality in PR and marketing.
1. Zero Waste Communication
Content is no longer created “once and for all.” A single message must work in several environments:
— as facts on Twitter
— as a visual on Instagram
— as an analyst at LinkedIn
— as a video, quote, or TED Talk
The essence: create one news hook — and scale it without “waste.”
2. Data-driven storytelling
Numbers alone don't work. But when you add emotion and history to them, they come to life.
Spotify analyzes listening data and turns it into personalized stories.
The user feels that this story was created just for them — and begins to act.
3. Content as a service
Content in 2025 should not only be interesting, but also useful.
Don't distract, respond to the request.
IKEA — video about organizing space
Sephora — a virtual assistant for choosing shades
Duolingo — learning challenges
Idea: if the benefit is obvious, attention is guaranteed.
4. Inclusivity + hyper-personalization
83% of Ukrainians want to hear that the brand supports the Armed Forces of Ukraine.
80% value social initiatives [Kantar data].
Communication becomes deeply emotional and socially sensitive.
There is no such thing as an “average audience” — there are people with specific pains, values, and expectations.
5. Convergent formats
The trend is to meet the audience where it is convenient for them, without losing the integrity of the message.
One message, adapted for different channels (video, text, podcast, carousel, shorts).
The meaning stays the same, but the form changes.
The communication of the future is adaptability and care
At HAVAS Red, we see the main change not in the tools, but in the approach:
— Less noise, more value
— Less formalities, more empathy
— less “about yourself”, more “for people”
Expertise, flexibility, customer focus — that's us.
HAVAS Red
