Business leaders reveal top trends for 2025

What’s shaping stakeholder engagement in 2025

From boardrooms to virtual workspaces, companies are facing unprecedented shifts in how they connect with customers, employees, investors, and society. Informed by client conversations and market trends, we look at five themes that will define the year ahead.

Digital intelligence reshaping how we connect

Richard Dixon
Chief Digital Officer, Black Sun Global

The way companies talk to their stakeholders is changing dramatically. AI tools are making it possible to provide round-the-clock support and create content faster than ever before, while new rules about sustainability are pushing businesses to rethink their online presence.

Companies are also waking up to the need to make their websites work for everyone, driven by tough new EU rules on accessibility. There's growing awareness too about the environmental cost of digital - leading many to look for greener ways to host their websites and run their online services. Meanwhile, investor meetings are increasingly virtual, with interactive reports and data visualisations becoming the norm. The goal is simple but ambitious: use technology to build stronger relationships with everyone who matters to the business.

The workplace revolution

Brook Calverley,
CEO, People Made

The office as we knew it is changing for good. Companies are moving past simple promises of flexible working to give people real choice about how, when and where they work. Those that don't risk losing their best people to more forward-thinking employers.

The numbers tell the story - 45% of HR professionals say building company values into job offers is now essential. Growth opportunities have become a make-or-break factor, with top talent demanding everything from mentoring to clear career paths. Yet only 30% of companies are delivering on learning and development, despite evidence showing that employees with growth opportunities stay longer, even if their current role isn't ideal.

In 2025, AI literacy will take centre stage as businesses work to boost productivity and empower employees to focus on creative, collaborative, and strategic tasks. As AI continues to reshape workplace culture, investing in internal capabilities and preparing employees for these changes will be vital. Equally important will be identifying key moments to promote human connection throughout both the candidate and employee experience, ensuring culture isn’t lost and engagement remains strong.

Mental and physical wellbeing is also taking centre stage, with companies expected to offer comprehensive support and work-life balance initiatives. Meanwhile, there's a shift in how companies talk about diversity and inclusion, with more focus on showing how it helps business success rather than just making moral arguments.

Keeping it real in an AI world

Nina Whittaker,
CEO, Stratton Craig

As AI makes it easier to create content, standing out with an authentic voice is harder than ever. Companies are turning to real stories from customers and users to cut through the noise of automated content, while economic and political events are pushing businesses to show their true values more clearly.

Success isn't just about making more content anymore - it's about making it count. Companies are taking a hard look at how they express themselves, setting clear guidelines to keep their message consistent. They're investing more in research reports and expert opinions to build credibility, while exploring multiple formats and channels to reach their audiences effectively. This drive for authenticity is pushing many to first answer a crucial question: who are we and what do we really stand for?

Getting the message across

Simon Henderson,
Managing Director, Black Sun Global

Companies are getting smarter about how they communicate with their corporate reports. They're using new technology to work more efficiently and manage their data better, with tools like Workiva helping them handle complex requirements. Reports are getting shorter and sharper, while platforms like LinkedIn are becoming key places to spread the message.

Every penny spent on communication needs to count. Companies are finding new ways to use their annual report content throughout the year, making sure their investment goes further. Many are reviewing their reports in detail to cut out repetition and focus on what matters most. The key challenge is finding the right balance - keeping messages clear and impactful while meeting all the new reporting requirements coming their way.

The truth about green claims

Anne Kirkeby,
ESG and Investor Communications Director, Black Sun Global

Companies are under the spotlight like never before when it comes to their environmental claims. New research shows a worrying trend - 31% of companies simply stop reporting on climate targets they're struggling to meet. This comes as more businesses face legal challenges over green claims and grapple with climate promises they can't keep.

The rules are getting stricter too, with major new regulations like CSRD and EU Taxonomy reshaping how companies report on sustainability. It's no longer enough to just talk about cutting carbon—businesses must now show how their environmental impact connects with nature and society.

At the same time, AI is starting to influence how companies approach ESG and investor reporting, particularly in data management and compliance. However, as Anne recently highlighted at Equiniti’s AGM Essentials event, while AI can help structure and process vast amounts of reporting data, it cannot replace the human judgment needed to ensure reports are accurate, transparent, and aligned with stakeholder expectations. With increasing regulatory complexity, companies will need to find the right balance between automation and expert oversight.

Got any questions?

If you’d like to explore how AI could shape your culture, we’d be happy to connect you with the team at People Made.