The Challenges of Communication and Reputation in 2025

Each year, companies are overwhelmed with retrospective analyses and predictions.

But in 2025, a simple "To-Do List" will no longer suffice. Trust is eroding, risks are multiplying, and communication is transforming at a dizzying pace.

Imagine this: a reputation crisis can erupt in just hours, an ill-calibrated AI campaign can alienate your customers, and the absence of ESG engagement can exclude you from key markets.

With over 20 years of experience supporting companies through strategic changes, I have observed that perception is the most powerful (and often overlooked) lever for performance.

How can we anticipate risks, mobilize teams, analyze weak signals, and turn challenges into sustainable opportunities?

In this newsletter, I offer a synthesis of the key trends shaping communication and reputation in 2025.

You will discover:

• How to restore stakeholder trust in a context of widespread skepticism.

• New reputational risks to monitor closely (AI, cybersecurity, climate issues).

• Best practices for integrating ethics and transparency into your communication.

• Concrete examples of companies that have turned challenges into competitive advantages.

• Strategic recommendations to manage your reputation and create perfect alignment between your actions and values.

Ready to transform perception into performance?

Let’s dive into the heart of communication and reputation challenges in 2025.

A Brief Overview of Key Insights:

• Part 1: Strategic Perspectives and Global Recommendations

• Part 2: The Global Trust Crisis

• Part 3: The Transformation of Communicators

• Part 4: Emerging Reputational Risks

• Part 5: Strategic Reputation Management

Introduction_____

A Pivotal Year for Communicators

The year 2025 marks a decisive turning point for communication professionals at the crossroads of technological advancements, rising consumer expectations, and ethical imperatives.

Companies must now navigate an environment where digital innovation, eco-responsibility, and hyper-personalization redefine communication practices.

This period is also characterized by a quest for balance between physical and digital media, as well as increased integration of technologies such as Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR).

Drivers of Change in 2025

• AI-Powered Hyper-Personalization: AI tools enable tailored content creation to meet specific audience needs. This includes intelligent chatbots, automated recommendations, and real-time personalized campaigns.

• Immersive Communication: Interactive experiences via AR and VR are revolutionizing advertising campaigns by engaging consumers more directly and memorably.

• Omnichannel Integration: A consistent strategy across all channels (digital and physical) is essential for delivering seamless user experiences and enhancing customer engagement—though this is not entirely new.

• Ethics and Transparency: Consumers demand brands to be responsible, transparent, and aligned with societal values. In 2025, neglecting fact-checking could be detrimental. My belief is that ethics can accelerate differentiation.

Concrete Example:

The Fusion of Physical and Digital Media

In 2025, some companies combine physical and digital media to maximize impact. For instance, luxury brand #Dior launched a campaign where each client received a personalized paper catalog with a QR code leading to an immersive augmented reality experience. This "phygital" approach increased customer engagement by 35% while reinforcing the brand's premium image.

Challenges for Communicators

• Adapting to the pace of technological evolution: Integrating tools like AI or VR requires significant investments in skills and infrastructure.

• Maintaining authenticity in a digitalized world: While digital tools dominate, consumers still value tangible human interactions.

• Meeting growing ethical expectations: Brands must demonstrate commitment to sustainable practices to retain public trust. In France/Europe especially, maintaining these commitments independently of U.S. trends can also drive differentiation.

In 2025, communicators face profound transformations in their profession. By adopting a strategic approach that integrates technological innovation, eco-responsibility, and personalization, they can tackle these challenges while enhancing their relevance in an ever-changing world. I will soon dedicate an issue of #Image & Perception to responsible communication ; a topic dear to #Occurrence.

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Part 1___ Strategic Perspectives and Global Recommendations

5.1 A Forward-Looking Vision for 2025

The year 2025 demands that companies and communicators rethink their strategic priorities to meet the growing expectations of stakeholders. Insights from studies such as the Edelman Trust Barometer, Caliber, Occurrence & National Communicators Association (Fr), and RepTrak highlight three key priorities:

• Strengthening institutional trust: Companies must take on a more active societal role, particularly in ESG (Environmental, Social, Governance) matters.

• Adopting a proactive approach to reputational risks: Crisis management must be anticipated using tools like to monitor the reputation score.

• Leveraging opportunities offered by artificial intelligence: AI should be used ethically and transparently to enhance communication personalization and efficiency.

5.2 Global Strategic Recommendations

1. Measure and Monitor Reputation

• Use tools to measure reputation score to regularly track stakeholder perceptions.

• Transcend routine social and traditional media monitoring to detect weak signals by consolidating and analyzing all data silos, enabling a holistic view of stakeholder perceptions.

2. Strengthen Alignment Between ESG and Corporate Strategy

• Integrate ESG principles into all strategic decisions.

• Regularly communicate progress, emphasizing local initiatives aligned with cultural expectations.

3. Invest in Responsible Innovation

• Develop innovative products and services that address current needs while anticipating future demands.

• Adopt an ethical approach to AI usage to avoid negative perceptions.

4. Train and Empower Teams

• Organize regular training sessions to raise awareness about ESG issues, cybersecurity, and AI usage.

• Foster a culture of continuous learning to remain competitive in a rapidly evolving technological environment.

5. Build Organizational Resilience

• Diversify supply chains to mitigate the impact of climate or geopolitical crises.

• Implement clear protocols for effectively managing reputational crises.

5.3 Chart: Summary of Strategic Priorities for 2025

The year 2025 represents both a challenge and a unique opportunity for companies to position themselves as responsible and innovative leaders.

By adopting a proactive approach aligned with societal expectations and supported by tools like the Reputation Score, they can not only effectively manage their reputation but also transform it into a sustainable strategic lever.

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 Part 2___ The Global Trust Crisis

Institutional Trust Under Pressure

The 2025 Edelman Trust Barometer highlights a continued erosion of trust in traditional institutions such as governments, media, and NGOs. While businesses remain perceived as the most competent and ethical institutions, they too face growing challenges in maintaining this position.

Key Figures:

• The global Trust Index remained stable at 56 between 2024 and 2025 but conceals significant disparities across countries.

• Emerging markets like China (77), Indonesia (76), and India (75) exhibit high trust levels.

• Conversely, developed economies such as Germany (41), the UK (43), and Japan (37) report historically low trust levels.

Trust Evolution by Institution (2015–2025):

Businesses now significantly outpace governments and media in terms of trust.

1.2 Factors Driving Trust Erosion

1.2.1 Widespread Grievances

Globally, 61% of respondents express moderate or high levels of grievances against governments, businesses, and economic elites.

These grievances stem from:

• Persistent economic inequalities.

• Perceptions that institutions fail to address major social concerns like employment access and discrimination.

1.2.2 Technology-Related Fears

• Concerns about job losses due to globalization, economic recessions, and technological advancements have risen sharply in 2025.

Key Statistics:

• Nearly two-thirds of employees (67%) fear that automation threatens their jobs—a notable increase from the previous year.

1.2.3 Trust Inequalities

A significant gap persists between high-income and low-income groups:

• In countries like Thailand and Indonesia, the trust gap between higher and lower income groups reaches 21 points and 24 points, respectively.

Case Study: Microsoft’s Reskilling Initiative

To address fears surrounding automation and technological unemployment, Microsoft launched a global program to train 25 million people in digital skills by 2030.

Positive Impact:

• In targeted markets, Microsoft observed a 15% increase in local trust toward the company.

• The program also enhanced its image as a socially responsible and sustainable organization.

Strategic Analysis:

• This example demonstrates how investing in local skill development can not only meet societal expectations but also strengthen an organization’s ethical reputation.

1.4 Strategic Recommendations for Businesses

Enhance Internal and External Transparency:

• Clearly communicate initiatives addressing major social concerns.

• Example: Publish regular ESG progress reports.

Invest in Human Capital:

• Develop reskilling programs to tackle technological challenges.

• Partner with local organizations to maximize impact.

Adopt a Glocal Approach (Global + Local):

• Tailor messages to local cultural contexts while maintaining global consistency.

The global trust crisis in 2025 underscores an urgent need for businesses to take on a more active role in addressing social and economic issues.

By investing in authentic initiatives that directly respond to local expectations, companies can not only rebuild trust but also enhance their relevance in an increasingly polarized world.

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Part 3___ The Transformation of Communicators

3.1 A Rapidly Changing Sector

Communicators are playing an increasingly strategic role within companies, but they must adapt to a constantly evolving environment. According to the Occurrence & National Communicators Association study, 86% of communication professionals are confident about the future of their field, although confidence varies by position (90% among in-house communicators versus 79% in agencies).

Key drivers of this transformation include:

1. Growing integration of artificial intelligence (AI): AI is seen as a lever for innovation and productivity, though it raises ethical and legal concerns.

2. Rising societal expectations: Communicators must align their messaging with ESG (Environmental, Social, and Governance) issues to meet stakeholder demands.

3. Proactive reputation risk management: Crises can arise quickly, amplified by the viral nature of social media.

3.2 The Adoption of Artificial Intelligence

Key Figures:

By 2025, 93% of communicators are using AI in their professional practices, compared to 54% in 2023.

AI tools are primarily used for:

• Automating content creation (texts, visuals).

• Personalizing marketing campaigns.

• Analyzing data to better understand audience expectations.

AI Adoption by Communicators (2023–2025):

(Figures came from the Occurrence’ study) This rapid adoption reflects the growing reliance on AI technologies in communication.

3.3 Case Study: Successful AI Integration in a French Agency

A Paris-based digital communication agency successfully integrated ChatGPT for automated writing and DALL-E for creating personalized visuals.

Results Achieved:

• Estimated time savings of 20% on client projects.

• Noticeable increase in client satisfaction due to enhanced campaign personalization.

Challenges Overcome:

• Implementation of a strict legal framework to protect sensitive data used by these tools.

3.4 Persistent Challenges for Communicators

Despite the opportunities offered by AI and other technological innovations, several challenges remain:

• Data Privacy: Communicators must ensure that data used by AI tools complies with regulations like GDPR.

• Algorithmic Biases: Biases in certain algorithms can harm the fairness and diversity of campaigns.

• Continuous Adaptability: The rapid emergence of new technologies requires constant learning to stay competitive.

3.5 Strategic Recommendations

To seize opportunities while addressing challenges:

Train Teams on Digital Tools:

• Organize regular training sessions on the ethical and effective use of AI.

• Promote a culture of continuous learning.

Enhance Transparency in AI Use:

• Clearly inform stakeholders about the use of technologies in content creation and dissemination.

• Avoid perceptions of dehumanized automation.

Align Messaging with ESG Issues:

• Systematically integrate environmental, social, and ethical values into all external communications.

The transformation of communicators in 2025 is marked by massive adoption of artificial intelligence and an increased focus on societal expectations. By combining technological innovation, transparency, and alignment with ESG values, communication professionals can not only address these challenges but also strengthen their strategic role within organizations.

As we navigate evolving CSRD measures within the EU, it is essential to view them as a virtuous approach rather than a constraint. Companies should strategically choose the areas where they will communicate—or, more importantly, where they will fight to differentiate themselves.

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Part 4___ Emerging Reputational Risks

4.1 Increasing Complexity of Reputational Risks

In 2025, businesses face a growing complexity of reputational risks, driven by factors such as artificial intelligence (AI), cybersecurity, climate change, and heightened ethical expectations.

These interconnected and globalized risks demand greater vigilance and tailored communication strategies.

4.2 Key Identified Reputational Risks

4.2.1 The Impact of Artificial Intelligence on Reputation

AI offers strategic opportunities but also presents significant reputational risks when mismanaged.

Example: Coca-Cola's AI Campaign

In 2024, Coca-Cola used AI to generate visuals for its advertising campaigns. While innovative, this move sparked criticism from digital creators who saw it as a threat to their profession. This controversy highlighted the need for businesses to regulate AI use to avoid similar crises.

Strategic Analysis:

AI is a powerful yet risky tool. Companies must ensure its use aligns with their values and societal expectations. Transparent communication about AI-driven processes is essential to avoid accusations of dehumanization or exploitation.

4.2.2 Cybersecurity as a Critical Issue

Data breaches and cyberattacks remain major risks in 2025, with direct consequences for corporate reputation.

Example: Ransomware Attacks

In 2024, a major tech company suffered reputational damage after a ransomware attack paralyzed its operations for weeks. Customers expressed distrust in the company's ability to protect sensitive data.

Strategic Analysis:

Cybersecurity is no longer just a technical issue but a matter of trust for stakeholders. Investing in robust infrastructure and training employees in digital best practices are essential to mitigate these risks.

4.2.3 Climate Change and Its Repercussions

Climate change has become a key factor influencing corporate reputation, especially in sensitive industries like energy and logistics.

Example: Natural Disasters and Supply ChainsIn 2024, several food companies experienced supply chain disruptions due to floods in Southeast Asia. These delays led to higher prices and negatively impacted consumer perceptions of these brands.

Strategic Analysis:Businesses must enhance resilience against extreme weather events by diversifying supply sources and communicating their efforts to reduce carbon footprints.

4.3 Legal Risks Associated with AI

The rise of generative of Artificial Intelligence  also introduces complex legal challenges that can affect reputation:

Deepfakes and Defamatory Content:

•  AI-generated deepfakes or synthetic voices pose increasing risks to e-reputation.

• For example, a fake video attributed to a CEO could trigger a major crisis if not promptly debunked.

Digital Right to Be Forgotten:

•  In the era of generative AI, removing harmful information circulating online becomes increasingly difficult, complicating proactive reputation management.

Strategic Analysis:

Companies must collaborate with legal experts to anticipate these challenges and implement clear protocols for managing their digital footprint.

4.4 ESG Initiatives' Impact on Reputation

This data demonstrates that ESG initiatives aligned with local expectations generate significant positive impacts, while the absence of ESG commitments can lead to substantial trust loss.

4.5 Strategic Recommendations

1. Regulate the Use of AI in Communications:

   • Establish clear ethical guidelines to prevent misuse.

   • Communicate the synergy between AI and human creativity transparently.

2. Strengthen Cybersecurity:

   • Regularly train employees on digital best practices.

   • Collaborate with cybersecurity experts to anticipate emerging threats.

3. Adopt Proactive Climate Strategies:

   • Diversify supply chains to minimize disruptions.

   • Communicate environmental efforts effectively to build stakeholder trust.

4. Monitor E-Reputation Actively:

   • Implement constant monitoring across social media and search engines.

   • Respond quickly to potential crises involving harmful or defamatory content.

Emerging reputational risks in 2025 underscore the necessity for businesses to adopt proactive and integrated approaches to global threats such as AI misuse, climate change, and cybersecurity vulnerabilities.

By strengthening operational resilience and maintaining transparent communication, companies can transform these challenges into strategic opportunities that reinforce their image among stakeholders.Additionally, maintaining an up-to-date stakeholder mapping system is recommended to address or monitor all relevant parties effectively.

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Part 5___ Strategic Reputation Management

5.1 Reputation as a Strategic Asset

Corporate reputation is a measurable and manageable asset that directly influences stakeholder decisions, including those of customers, investors, employees, and society at large. According to the RepTrak, reputation is built on emotional perceptions (trust, admiration, respect) and translates into concrete behaviors such as purchasing, investing, or offering support during crises.

5.2 The Seven Key Drivers of Reputation

RepTrak identifies seven primary drivers that shape stakeholder perceptions and actions toward an organization:

Contribution of Drivers to Global Reputation (Average Weighting):

Products/services and innovation are the most significant contributors to reputation, but social and environmental factors are gaining importance.

5.3 Case Study: ESG Aligned Strategy Impact

A European energy company enhanced its ESG score through ambitious environmental initiatives:

• Reduced its carbon footprint by 30% over five years.

• Communicated progress transparently via reports and targeted campaigns.

Results Achieved:

• ESG score improvement among investors (+12%).

• Increased attractiveness to environmentally conscious talent (+25%).

5.4 The Role of the Reputation Score

The Reputation Score, developed by RepTrak, is a key indicator for measuring how stakeholders perceive an organization. It is based on four main dimensions:

• Trust

• Admiration

• Respect

• Overall sentiment toward the company

Why is the Reputation Score Important?

• It predicts stakeholder behaviors such as purchasing, investing, or supporting during crises.

• It correlates with tangible outcomes like revenue growth or improved customer loyalty.

5.5 Strategic Recommendations for Reputation Management

To effectively manage reputation in 2025, companies should:

1. Regularly Measure Their Reputation Score:

   • Use measurement tools to monitor global and segment-specific perceptions.

2. Align Initiatives with Societal Expectations:

   • Integrate ESG principles into overall strategy.

   • Clearly communicate environmental and social commitments.

3. Invest in Innovation and Quality:

   • Position themselves as leaders through innovative products/services.

4. Strengthen Transparency and Ethics:

   • Publish regular reports on governance practices and financial results.

5. Adopt a Glocal Approach (Global + Local):

   • Tailor messages to local cultural contexts while maintaining global consistency.

Strategic reputation management has become an imperative for organizations aiming to thrive in a competitive and transparent environment.

By leveraging the seven identified drivers and consistently monitoring their Reputation Score, companies can transform public perception into a sustainable strategic advantage.

Let’s Share Perspectives:

Feel free to share differing viewpoints or examples that could enrich this discussion—whether they confirm or challenge these recommendations!

Taking a step back is often lacking today, whether in the world, within companies, or at the individual level.

Let’s talk! 😊

Olivier F

______My sources_____

Edelman Trust Barometer : https://www.edelman.com/trust/2025/trust-barometer

Occurrence &  l’association nationale des communicants : https://bit.ly/4jkmxVe

Caliber : https://www.groupcaliber.com/the-future-of-reputation-risks-2025-predictions/

RepTrak : https://www.reptrak.com/blog/2025-reputation-resolutions/