2025 so far...The Trends Reshaping Communications in Northern Ireland
How are we nearly half-way through 2025? This year is flying in and our team is using the nearly halfway mark to take stock on the trends and changes impacting brand communications across disciplines. With consumer behaviour changing and expectations ever increasing, strategic communications is an exciting place to be right now. Here are some of the key trends we’ve noticed shaping the comms world right now:
Trust and Transparency are more important than ever before
Across the Island of Ireland and beyond, audiences are demanding clear, honest, and values-led communication. Whether it’s around ESG, pricing, or social responsibility, transparency isn’t just appreciated – it's expected. Strategic comms must cut through the noise with substance, not spin, and connect in an authentic way with audiences.
Welcoming the return of the micro-influencer
In 2025, we’re celebrating the return of the “micro-influencer!” Our team has engaged closely with these small-but-mighty social influencers, opting to grow partnerships based on authentic trust and experience around their fields of interest. As the social media algorithm encourages content creators to ‘niche down,’ we are delighted to see influencers focusing in on the areas where they have the most knowledge, expertise, and authority as the ‘jacks of all trades’ drop in rankings.
Values, purpose and responsibility drive reputation
Whether it’s sustainability, social impact, or mental health - consumers care what a brand stands for. This year, we have seen a tangible rise in campaigns that champion purpose beyond profit – and audiences are engaging. The PR function is now firmly tied to shaping corporate responsibility narratives that resonate and endure internally and externally.
Data-led strategy – and reporting – are a must
Strategic communications are moving from “what looks good” to “what works,” and data is the heart of that shift. Providing detailed figures around campaign performance is essential to communicate effective comms campaigns, and this is something we’ve been doing since day one. We are delighted to see the profession moving toward KPI-driven reporting with performance indicators tailored to each client or brand’s unique requirements or markers of success. Whether we are working to drive web traffic, grow trust, enhance engagement, drive applications to key roles, or develop long-term sales leads, we are working closely with clients to ensure our work is supporting what really matters to them.
Harnessing the power of AI for good
We’ve all seen the lazy image generation and dodgy deep-fake videos, and thankfully it seems like PR & marketing practitioners are holding strong on ensuring the power of AI is harnessed for the good of their clients and their audiences. From supporting data analysis to streamlining internal processes, to adding enhanced measurement and evaluation to activities, AI is emerging as a tool that will drive communications forward, and those who are relying on quick-wins using generative AI are seeing their engagement drop.
AEO is the new SEO
Search habits are changing. People here are asking AI for answers, not just typing into Google. This shift means Answer Engine Optimisation (AEO) is now just as important as traditional SEO. For local businesses, public bodies, and campaigns alike, it’s about creating clear, concise, and credible content that answers real questions – the kind that AI will prioritise and serve.
Think Global, Speak Local
While international expansion is on many Irish and British companies’ agendas, success depends on tailoring the message to each market without losing the authenticity of local voice and values. Similarly, multinational brands operating here are being challenged to communicate with cultural fluency, not just translated messages. This has been particularly noticeable with the rise in popularity of the Irish language, specifically within the Gen Z population. We have seen brands such as Abercrombie and Fitch partner with Guinness to tap into the Irish culture. Understanding the value of communicating in a way that resonates on a local level, our team have proudly supported brands from around the world with their localised communications and have been their feet-on-the-ground on the Island of Ireland for the past years. As more homegrown businesses look beyond these shores, we’re looking forward to bring their unique tones of voice and points of view to international audiences.
Our team remains focused on creating campaigns that are not only insight-led and results-driven, but that elevate the standards for marketing and PR across Ireland – and beyond. Get in touch with us today if you want to start implementing these trends within your marketing strategies.