Human over AI, influencer-led music, and ‘welltainment’: Havas Red shares predictions for 2025
Havas Red has unveiled the 2025 edition of its Red Sky Predictions – an annual report offering insights for communicators navigating the year ahead.
Highlighting nine key trends shaping the coming year, the report is designed to help PR professionals navigate the future of brand communication and marketing.
It provides a lens into the challenges and opportunities ahead, enabling communicators with the tools to thrive in a world where “cultural relevance, emotional connection, and ethical responsibility are more important than ever”, according to the agency’s Australian CEO, Shane Russell.
“Launched globally but with local input from the Australian Havas Red team, Red Sky Predictions 2025 is revealing, and brings to the fore, insights to help organisations shape and determine their approach to the brand and communications landscape in 2025.”
As the world moves towards what Havas Red describes as the ‘Thirsty 30s’, these predictions are said to offer valuable guidance for Aussie businesses looking to stay ahead of the curve.
“We now find ourselves at the halfway point of the ‘Raging 20s’ – a decade where fury has defined so many of the twists, turns and binds we’ve ultimately found ourselves in,” said James Wright, global CEO of Havas Red.
“‘Rage’ was even our agency’s Word of the Year, but it’s been on our radar since last year, when we discussed it in prediction No.5 in our Red Sky Predictions 2024.
“The polarized conversations and heightened tensions of recent years have now permeated relationship dynamics at work, at home and online, fueled by an increasingly charged political climate and often mirroring
deeper societal divides. Beyond politics, polarization has seeped into consumer choices, public health and debates around social issues,” he continued.
“With citizens and leaders alike seeking stability and connection, brands are uniquely positioned to help turn the page on divisiveness and lead the way back to civility.”
1. From Permacrisis to Polycrisis
Havas Red predicts that in 2025, companies must be prepared to manage multiple complex crises simultaneously. It says Australian businesses need robust infrastructures and strategic plans to navigate various crises across different markets, from cybersecurity to political conflicts.
2. Unapologetic U-Turns on Purpose
Brands are expected to make more frequent reversals on purpose commitments, prioritising consumer relevance. Havas Red has seen a shift towards keeping purpose journeys fluid, with brands balancing transparency and adaptability.
3. Divide Cannot Survive
The best brands will seek innovative ways to unite societies around common causes, according to Havas Red. In our polarised world, the agency says Australian brands have a unique opportunity to bridge divides and bring people together.
4. Telling AI Who’s Boss
With AI continuing to rage, Havas Red predicts companies will need to craft their own narratives about responsible AI use. With the rapid adoption of AI, Australian businesses must focus on self-regulation and clear communication to provide assurance to consumers.
5. Feeling is First
There’s a growing emphasis on authentic, human-centred, emotion-rich storytelling, across the board. In a world dominated by AI, as mentioned in the previous prediction, Havas Red reminds Australian marketers that being human will be a compelling selling point.
6. The Itch for Niche
Havas Red says marketers will need to engage with niche online communities for maximum impact. Australian brands must research and create targeted content to reach audiences in these specialised digital spaces.
7. Music is the New Social Muse
Influencer-led music and sound activation will play an increasingly important role in brand marketing, the agency predicts. Sound has the power to help Australian brands rise above visual clutter and deliver messages that resonate on a deeper level.
8. Welltainment Takes the Wheel
The intersection of inclusive wellness, culture, and entertainment offers potential to improve health equity. This approach, according to Havas Red, can significantly enhance how health and wellness brands in Australia demonstrate their value to public health.
9. Cultural Relevance is Co-Creation’s Global Currency
Brands will approach co-creation with more cultural context to appeal directly to target audiences in 2025. Australian brands must embrace ‘slow culture’, ‘social culture’, and ‘sub culture‘ to remain relevant in their co-creation efforts.
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