The 2025 Internal Comms Forecast – From the Experts

We know what you're thinking – “Seriously? Again with the 2025 trends?”

Yep, there’s a whole lot of noise out there with voices clamoring to share their take on the hottest topics to bet on this year. 

So we’ve done the painful part for you: cut through the clutter, asked what our expert friends in the community think, and presented them in an easy-to-digest list. 

Check it out below! 

The 2025 Internal Comms Forecast

Janet Hitchen, Director at Janco Ltd.

“I’m not a big fan of trends. After 20 years in communication, I’ve noticed that while the packaging changes, the fundamentals stay the same—trends often feel like Groundhog Day. 

“To better understand the challenges businesses face, I use the World Economic aForum’s Global Risks Report as a guide. It offers a big-picture view that helps me focus on what really matters and what matters to organisations and their people.

“In 2024, the WEF highlighted misinformation and disinformation, extreme weather, societal polarization, and cybersecurity as the top risks to watch in the next 2 years. 

“These issues are shaping how I think and the questions I’m asking right now.”

Mike Klein, Communication Strategist and Consultant; Founder, #WeLeadComms

“I think the biggest thing will be a change in tone. Not just because of Trump going back to the White House but also a general backlash towards alpha-male type leadership. Less DEI. More RTO. Founders going back in and calling the shots.

“My biggest hope is that organizations will treat the volatility of the current time with appropriate respect - and bring more experienced and senior pros back on board to deal with a much trickier reputational landscape. This is not a time for amateurs - and there's an opening for communication pros to make bolder risk-based business cases for appropriate resourcing, tactics and infrastructure.”

Trish Nicolas, Vice President, Corporate Communications at Verint

“With dismally low workforce engagement and dramatically high employee burnout, streamlined internal communications in close collaboration with enterprise business partners will be even more vital in the coming year. In 2025, HR and communications teams will need to work in lockstep to identify and deploy the best ways to reach, engage, support, and inspire workers. 

“With an overwhelming inundation of information being delivered across myriad platforms, employees often miss up to 50% of communications, so a "less is more," holistic approach may be the key to communications consumption and resonance.”

Eduvie Martin, Group Communications & Engagement Manager, BAT

“I don't believe we can predict the future. We can plan though with skills that are evergreen, foundational skills. I posted at the start of 2024 saying - what is it about new years that give us the audacity to try to predict? We are often wrong. 

“We cannot predict a pandemic or a tsunami nor can we predict political discord or how people react in some instances, so we can only plan. Arm ourselves with the skills. So if you asked me I'd say don't predict trends, be prepared. Stakeholder management, conflict resolution, and managing Change will be evergreen. Never lose those foundational comms skills.”

Sarah Maher, Communications Manager

“A world of information at our fingertips has led to distributed workforces, a rise in user-led information systems, and an expectation of highly personalized experiences, and businesses need to begin considering a more democratized working culture. Traditional structures will likely give way to more fluid, cross-departmental collaborations, led by employees and enhanced by technology.

“Internal tools that allow for transparent and immediate communication, easy access to information, multi-media messaging and data-driven analytical measurements are no longer a ‘nice to have’, but business-essential. Sentiment analysis tools will become more sophisticated and accessible, helping to identify the ‘unseen/unheard’ messages that a business sends its employees through its culture and behaviors. 

“As B2B and B2C marketing methods continue to converge into a H2H (Human to Human) model, employers are finally seeing the lasting benefits of employee ambassadorship, and how important it is – not just for internal communicators and HR – but for the entire business.”

Stephanie Roberts, Head of Global Communications, Hitachi Industrial Equipment Systems

“One of the ongoing challenges for communicators is capturing and maintaining employees’ waning attention spans. In 2025, personalization will remain critical. Striking the right balance and providing neither too much nor too little information is essential, but what matters most is delivering communications that are relevant. 

“Office workers and factory workers often prioritize very different things, and tailoring messages by region is becoming increasingly important to cut through the noise and ensure communications resonate.”

Charlotte Otter, Executive Communications Coach, Author, Speaker & Advisor

“The trend I predict for 2025 is anti-perfectionism. As AI learns to parrot shiny scripted messaging that hits every mark, the onus is on humans to be more human. Leaders who learn to show up as themselves – a little bit messy, a little bit imperfect and a little bit more relatable – will attract followers and fans. 

“The massive rise of podcasts against mainstream media shows the hunger out there for genuine, imperfect, non-scripted connection both in politics and in business. There is no ideal leader and there is no ideal communication, so leaders need to learn to let go of perfectionism and embrace a bit of messiness.”

Vicki Marinker, Career Coach for communications professionals

“AI is going to continue to be integrated into communications throughout 2025, and is likely to become a skill that is integrated and expected in all communications roles. To add value in 2025, communications pros need to be comfortable with data analysis, AI tools, and creating content that works across multiple platforms.

“We're seeing traditional media outlets merge and social platforms splinter, which means more organizations are cutting out the middleman and talking straight to their audiences. This comes with the responsibility for communications professionals to be ethical guardians of content, vetting for disinformation and putting robust fact-checking processes in place. 

“And with AI ‘learning’ from conspiracy theories and untruths, the role of comms in protecting and promoting truth has never been more crucial.”