HAVAS RED RELEASES RED SKY PREDICTIONS 2025

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: 

1. The shift from “permacrisis” to “polycrisis”: As crises grow more interconnected, communicators must master juggling multiple, complex challenges that span different issues and geographies.
2. 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. 
3. 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. 
4. 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. 
5. Feeling is first: Human-centered, emotion-rich storytelling will gain prominence as consumers demand authenticity and reject generic, AI-generated content. 
6. 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. 
7. Music is the new social muse: Sonic branding will help brands cut through visual clutter, creating memorable and emotional connections with consumers. 
8. Welltainment™ takes the wheel: At the intersection of wellness and entertainment, Welltainment™ will address health inequities while reshaping how brands engage on wellness topics. 
9. 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 here.