{"id":7549,"date":"2023-01-17T15:18:00","date_gmt":"2023-01-17T04:18:00","guid":{"rendered":"\/?p=7549"},"modified":"2025-05-10T19:15:38","modified_gmt":"2025-05-10T09:15:38","slug":"red-havas-releases-10-predictions-for-communicators-in-2023","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/red-havas-releases-10-predictions-for-communicators-in-2023\/","title":{"rendered":"RED HAVAS RELEASES 10 PREDICTIONS FOR COMMUNICATORS IN 2023"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7549\" class=\"elementor elementor-7549\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-15c646f8 e-con-full e-flex e-con e-parent\" data-id=\"15c646f8\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-502f2c78 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"502f2c78\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"1144\" src=\"\/wp-content\/uploads\/2024\/08\/meritt-thomas-PWA7RiUBBIo-unsplash.jpg?wsr\" class=\"attachment-full size-full wp-image-7553\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/meritt-thomas-PWA7RiUBBIo-unsplash.jpg 1920w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/meritt-thomas-PWA7RiUBBIo-unsplash-300x179.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/meritt-thomas-PWA7RiUBBIo-unsplash-1024x610.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/meritt-thomas-PWA7RiUBBIo-unsplash-768x458.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/meritt-thomas-PWA7RiUBBIo-unsplash-1536x915.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2cd71e00 e-flex e-con-boxed e-con e-parent\" data-id=\"2cd71e00\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-22a1c6a9 elementor-widget elementor-widget-post-info\" data-id=\"22a1c6a9\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>17 January, 2023<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-50f9cd7d elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"50f9cd7d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">RED HAVAS RELEASES 10 PREDICTIONS FOR COMMUNICATORS IN 2023<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6d4cc27c e-grid e-con-boxed e-con e-parent\" data-id=\"6d4cc27c\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-550186dc elementor-widget elementor-widget-text-editor\" data-id=\"550186dc\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">Latest Global Red Sky Predictions report spans climate, content, mental health, the<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">metaverse and more.<\/span><span id=\"more-5698\"><\/span><\/p><p><span data-contrast=\"none\">Red Havas<\/span><span data-contrast=\"none\">, the micronetwork of merged media agencies,\u202ftoday\u00a0<\/span><span data-contrast=\"auto\">published its 2023 Red Sky Predictions report, which examines and boldly predicts how the field of marketing and communications will evolve in 10 pivotal ways in the coming year.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">It\u2019s a wild time to be alive. Around us, wars are being waged. The pandemic continues. Our climate is its own battlefield. The economy and cost of living is hurting. Many of us are traumatized, outraged and despairing over the state of social, racial, reproductive and criminal justice. When we pick up our phones \u2014 which we do constantly \u2014 we\u2019re confronted by headlines about these things and more. It\u2019s no wonder peace, and inner peace, eludes so many of us now, making us feel unsettled and even unsafe. This is what our report explores.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">\u201cEach year, we work with our Havas and Vivendi colleagues, clients, partners, as well as our friends in academia and the media to shape our Red Sky Predictions report that will help our clients navigate changing circumstances and difficult conversations with grace \u2014 and foresight,\u201d says James Wright, global CEO of Red Havas and global chairman of the Havas PR Global Collective. \u201cOur predictions envision the world as it is and as we want it to be, from key conversations around climate, values and mental health to the metaverse, reproductive rights and much more, so we can better connect with the people and organizations we want to reach in the coming year.\u201d<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-101fdd69 e-con-full e-flex e-con e-parent\" data-id=\"101fdd69\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7eca1013 elementor-widget elementor-widget-image\" data-id=\"7eca1013\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2560\" height=\"1440\" data-src=\"\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-scaled.jpg\" class=\"attachment-full size-full wp-image-7559 lazyload\" alt=\"\" data-srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-scaled.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-300x169.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-1024x576.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-768x432.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-1536x864.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-2048x1152.jpg 2048w\" data-sizes=\"(max-width: 2560px) 100vw, 2560px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 2560px; --smush-placeholder-aspect-ratio: 2560\/1440;\" \/><noscript><img decoding=\"async\" width=\"2560\" height=\"1440\" src=\"\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-scaled.jpg\" class=\"attachment-full size-full wp-image-7559\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-scaled.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-300x169.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-1024x576.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-768x432.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-1536x864.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/getty-images-XnFm9T5JHug-unsplash-2048x1152.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3d842791 e-flex e-con-boxed e-con e-parent\" data-id=\"3d842791\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-69747879 elementor-widget elementor-widget-text-editor\" data-id=\"69747879\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-contrast=\"auto\">The 2023 Red Sky Predictions are as follows:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">1. ROWING BACK IN THE WAKE OF ROE V. WADE<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Companies will need to extend their ESG strategy to include a proactive framework for navigating highly charged political waters in a way that supports and complements their business strategy, especially with those issues that matter to their key stakeholders internally and externally.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><b><span data-contrast=\"auto\">2. MALICE, MANIPULATION AND OPPORTUNITY IN THE METAVERSE<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">We\u2019ll have to build confidence and trust among key stakeholders for brands that will want to have a meaningful presence in the metaverse, and ensure the security of the people and data that enter. Governments will also need to heed what we have learned from the social media space and get on the front foot with rules and regulations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><strong>3.\u00a0<\/strong><b><span data-contrast=\"auto\">VIRAL HEALTHCARE MISINFORMATION EXPOSED<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Improving individual health literacy and equity will become a greater focus as misinformation<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">surrounding health conditions increases. Artificial intelligence, similar technology tools and digital health literacy efforts are positioned to play a key role in disrupting the viral nature of misinformation.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-ccp-props=\"{}\"><strong>4.<\/strong>\u00a0<\/span><b><span data-contrast=\"auto\">CLIMATE CHANGE-D<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">The conversation around climate change will continue to change \u2014 in the media, in politics, within corporations and amongst the general public \u2014 moving away from denial and toward demand, as more climate events occur, the costs of inaction become clearer and more<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">get on board with taking a stand.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-ccp-props=\"{}\"><strong>5.<\/strong>\u00a0<\/span><b><span data-contrast=\"auto\">BRAND VALUES TO INCREASE IN VALUE<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">As the impacts of global economic and geopolitical uncertainty really start to bite, purpose-aligned brands will be the ones that succeed at talent retention and attraction and supporting sales enablement. But it\u2019s going to be an increasingly competitive space as brands across all categories compete for share of voice and mind.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-ccp-props=\"{}\"><strong>6.<\/strong>\u00a0<\/span><b><span data-contrast=\"auto\">THE DIGITAL DIVIDE AND GREATER SOCIAL SEPARATION<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">More campaigns and activations will consider how to reach populations that we have left behind with the acceleration of digital during the pandemic, causing an increased emphasis on user experience, education and awareness about digital inclusion, as well as (re)consideration of more direct interface interactions for services.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><strong>7.\u00a0<\/strong><b><span data-contrast=\"auto\">NEWS TAKES ON NEW SOCIAL SHAPES<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Every brand is increasingly seen as a news brand and will be expected to help its audience by providing meaningful social content that equips them with new knowledge or tools. In addition,<\/span>\u00a0<span data-contrast=\"auto\">brands will be more careful about the platforms they use, thinking as much about brand loyalty<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">and love as they do about reputational risk.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><strong>8.\u00a0<\/strong><b><span data-contrast=\"auto\">HERE, THERE, EVERYWHERE: THE HYBRID QUANDARY<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">As people exert further control over their preferences for the ways, times and places in which they work and live, employers, retailers, landlords and homeowners will need to think creatively about what it means to design with flexibility. We predict more customized spaces that encourage collaboration, relaxation and team building.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><strong>9.\u00a0<\/strong><b><span data-contrast=\"auto\">OUR MENTAL FITNESS MUSCLES ARE FLEXED (FINALLY)<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">Mental fitness is finally at the forefront, and we expect it to be embraced further, being viewed through the same lens as physical health \u2014 and soon it could become a requirement in schools like physical education. We\u2019ll also see a greater investment in mental health services by governments, businesses, communities and individuals.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><strong>10.\u00a0<\/strong><b><span data-contrast=\"auto\">BEHIND-THE-BRAND (BTB) TAKES SOCIAL BY STORM<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">2023 is the year in which BTB will become a staple theme in every content marketing strategy. Both B2C and B2B marketers will prioritize all forms of people-led content production, from employee- and customer-advocacy programs to influencer co-creation and serialized branded content production \u2014 as authentic-by-design social storytelling becomes the new norm.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><span data-contrast=\"auto\">This year\u2019s report was authored by Red Havas staffers from around the world, including James Wright, global CEO, Red Havas and global chairman, Havas PR Global Collective; Lisa Davidson, managing partner, health; Matt Thomas, managing partner, corporate and public affairs; Linda Descano, CFA<\/span><span data-contrast=\"none\">\u00ae<\/span><span data-contrast=\"auto\">, EVP and head, corporate communications and executive visibility; Lesley Sillaman, EVP, global; Davitha Tiller, EVP, social and integration; Mark Campbell, global head of content (content creative officer); Melissa Rieger, SVP, health and wellness practice head; Ellen Mallernee, VP of content; Audrey Arbogast, AVP; Stacey Federoff, senior account executive; and Jonathan Maginn, consultant, health.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p><p><a href=\"\/wp-content\/uploads\/2024\/08\/Red_Havas_2023_Predictions.pdf\"><span data-contrast=\"none\">DOWNLOAD THE 2023 PREDICTIONS<\/span><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-692b4717 e-flex e-con-boxed e-con e-parent\" data-id=\"692b4717\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f7d5a9a elementor-widget elementor-widget-global elementor-global-7666 elementor-widget-heading\" data-id=\"3f7d5a9a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our insights<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13c7dc8f elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-global elementor-global-7669 elementor-widget-loop-grid\" data-id=\"13c7dc8f\" data-element_type=\"widget\" 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data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-670cb464 elementor-widget__width-auto white hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-global elementor-global-7672 elementor-widget-button\" data-id=\"670cb464\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/insights\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Insights<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-778a9d4 e-flex e-con-boxed e-con e-parent\" data-id=\"778a9d4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-2cd233ca e-con-full e-flex e-con e-child\" data-id=\"2cd233ca\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2b2971c1 elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"2b2971c1\" 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