Written by Chris McCrudden, Strategy Director at Edelman
If you’re anything like me, you spent the New Year thinking about what 2025 has in store for you while thumbing through a slew of posts on social media where people declared what’s ‘in’ and ‘out’.
Here at Edelman, we do something similar but, I hope, with a little less rush to judgement. Our trends analysis for 2025, which is now in its fourth-year, tracks what we think are the defining forces in culture that communicators need to know about. The new report for 2025 ‘Tipping Points’ is available to view and .
We’ve called this year’s report ‘Tipping Points’ because in times where it feels as though everything is in flux, it’s essential for communicators to know where they should put their attention and push for action. To do this effectively, we need to be more than just antennae for short term trends, issues and rolling crises. We must look deeper to identify big cultural forces approaching their tipping point, and what this means for the brands and businesses we work with.
You can see and read about all six of the key Tipping Points in the full report, but as a preview, here are three which are already guiding actions in our own business.
1. The New Playbook for Earned
The 2024 US Presidential election was a watershed moment that finally upended the established playbook for earned media. Today, the most engaging content isn’t snappy bulletins but ultra-long-form videos and podcasts. The most influential figures aren’t traditional journalists or celebrities but individuals who, just a few years ago, would have been considered niche.
This is new territory for many brands that have traditionally relied on global, disciplined, and advertising-led campaigns to navigate. As Richard ºÚÁÏÉçoutlined in his article The Creator Election last year, it highlights how brands and businesses can build trust by engaging with creators. At the same time, it presents significant opportunities for earned media to demonstrate what it can do differently - and better - than advertising.
2. Living in an old world
Last year marked the first time in human history when there were more people alive who were over the age of 55 than under 5. This raises important questions about how we drive society forwards when youth – the traditional engine of production and consumption – is in short supply. Are there opportunities as well as pitfalls in managing an ageing world?
We’re already exploring how brands can do this while reaching the world’s most overlooked demographics through our Longevity Lab, which we launched in partnership with the National Innovation Centre for Ageing. The better news is that we’re not alone.
As the report highlights, whether it’s AirPods being reclassified as hearing aids or new health services that help men manage their own hormonal changes as they age, smart businesses are catching up with the idea that an older world doesn’t have to slip into decline.
3. The unexpected influence of AI on human creativity
While concerns remain within the artistic community over what generative AI will mean for them in the long-term, 2025 is bringing in signs of a more dynamic and playful relationship between AI and human creativity than many expected.
This view of AI as a collaborator is how ºÚÁÏÉçis harnessing AI within our own organisation as a tool to aid human creativity and drive trust. But beyond what we’re doing in the world of communications, fascinating examples are already emerging from the world of fashion.
Here, designers’ efforts to mine their archives for inspiration are turning out garments that blur the line between catwalk creation and AI hallucination. Whether it’s JW Anderson’s clown brogues or Miuccia Prada’s Milan Fashion Week collection full of airbrushed effects and 3D printed belts, it’s fascinating to see in practice how AI really can push human creativity in new and unexpected directions.
We hope you enjoy ‘Tipping Points’. If you have any questions about it or want to talk to anyone at ºÚÁÏÉçabout how to leverage its insights within your own business or practice, please contact Chris McCrudden in the Strategy Team (chris.mccrudden@edelman.com).