Communications in an Age of Disruption
2025 looks set to be another year marked by disruption as the fast-paced rate of political, cultural, and technological change refuses to abate.
As evidenced by elections around the world last year, it’s clear we are living in a political climate marked by caustic discourse, intense polarisation, and contested versions of reality. These factors have precipitated a fragmented society, creating a challenging environment for communicators as people retreat to echo chambers and bias-reinforcing platforms.
Dis- and misinformation spreads wholesale in a social media landscape turning its back on fact-checking, drawing the primacy of truth into question, sowing distrust between peoples, and undermining public confidence in the press and our democratic institutions.
On top of this, artificial intelligence’s transformative impact on society is accelerating, as experts from leading AI firms suggest that artificial general intelligence, equalling or surpassing human intelligence, may be a reality as soon as the end of the decade.
Indeed, it is a widely held belief that this turbulence is set to continue for the foreseeable future. The World Economic Forum’s recent Global Risks Report 2025 revealed that 36% of respondents view the global outlook for the next two years as “stormy” or “turbulent”, rising to 62% when respondents were asked to consider a ten year horizon. One percent reported having a “calm” outlook for the next two years. None for the next decade.
This volatile environment poses a major question for business and organisations: how can effective communication be achieved in such an uncertain, distrustful, and fractured world? Engaging in communications with a focus on authenticity, adaptability and resilience offers one such solution.
Authenticity is crucial
Trust is the cornerstone of effective communication, and authenticity is central to building that trust. In an age of heightened skepticism, audiences are particularly sensitive to ambiguity, equivocation or hypocrisy. With this in mind, it’s essential that organisations are intentional in fronting up to issues and speaking candidly about the challenges they face, whilst remaining steadfast to principles of transparency and accountability.
Engage directly with your stakeholders
The fragmented nature of society today makes a one-size-fits-all approach to stakeholder engagement a non-starter. Personalised communication tailored to specific groups is essential to effective stakeholder engagement. Whether engaging with employees, customers, or members of the wider community, the modern stakeholder values direct engagement and appreciates when the unique elements and nuances of their concerns are taken seriously. By going beyond generic responses and demonstrating a genuine commitment to addressing their specific needs, organisations can build stronger relationships with their stakeholders along with enhancing their overall reputation.
Be resilient
In a world marked by lightspeed levels of change, it is crucial for organisations and communicators alike to foster resilience. Whilst being prepared for crises remains a core foundation of any successful organisation, being adaptable in the face of emerging difficulties will be paramount in this era of disruption. By proactively scanning the horizon for potential challenges and having the bravery to pivot strategy when faced with changing circumstances, organisations can maximise the effectiveness of their communications efforts and, in turn, safeguard their hard-earned reputation.
Conclusion
Whilst every age of disruption and change comes with its challenges, they also serve as a significant opportunity for organisations that most successfully navigate them. By demonstrating authenticity in their communications, keeping attuned to changing stakeholders’ needs, and remaining abreast of the latest cultural and technological development, organisations can gain an advantage relative to their competitors. It is these authentic, adaptive and resilient organizations that will lead the way when the storm of change abates and society crosses into calmer waters.