by Chris Piedmont

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2024 was….eventful. We’re taking stock of what we’ve learned and where we’re heading in the coming year. 

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Last year brought seismic shifts across industries, particularly in how we communicate, consume and connect. As I reflect on this year, a few trends stood out, shaping the media and business landscape in profound ways: 

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Creators Have Solidified Their Hold

Content creators—or influencers—saw major success in 2024, in many ways competing with more traditional, legacy media outlets for influence. Take, for example, the Democratic National Convention which specifically credentialed content creators separate from media for the first time. Creators were also able to access a creator platform with prime real estate in the venue and a creator lounge to maximize content generation efforts. 

What This Means: While the success of this can be debated, organizations of all types are taking new efforts to reach their key audiences through digital platforms and creators. This new approach has set a precedent, whether organizations view it as a win or a challenge.

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Micro-Communication Ecosystems Are The New Game

Holy podcasts, Batman! It seems there’s a new podcast popping up everywhere you turn, gripping a different audience’s attention. And, the decline of X and shifting demographics on Facebook has led to new platforms like Bluesky emerging and gathering new users. The days of a few key social media platforms reaching a vast majority of the population are waning and, in its place, more audience segmentation is rising with audiences spread out across social media and content platforms. 

What This Means: Organizations must continue to take stock of where their key audiences are and how their media consumption has evolved in recent years to ensure communications efforts are targeted with maximum efficiency.  

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AI Is Maturing

The AI boom has continued as adoption has spread to every industry in interesting ways. We’re past its infancy and now seeing optimization at play as organizations test and learn the approach that works right for them and their customers.

What This Means: See a few things we’re tracking as AI changes the game.  

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Now is the time to refresh operational and communications issues and crisis plans as we prepare for what’s ahead in a year that will see significant change, especially as a new federal administration takes office. We’re monitoring a number of issues and scenario planning for our clients including: 

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• Tariffs. The new administration has promised sweeping tariffs starting on day one in late January. The potential impacts on the supply chain, businesses’ bottom lines and planning can’t be understated. Take stock of the potential impacts proposed tariffs might have to your business and determine how you’ll prepare and respond. 
• Workforce Impact of Potential Deportations. Immigrants make up a sizable portion of the workforce in many industries. The impact of deportations of the scale proposed could have wide-reaching implications not just on those individuals but their families as well. This could create a tumultuous labor environment, especially for organizations most directly impacted by this potential policy implementation.  
• DEAI Under Attack. In the last year, major companies including Ford, Walmart and Home Depot have announced plans to scale back and shift funding away from internal and external diversity, equity, accessibility and inclusion (DEAI) programs. Others are doubling down and continuing their efforts knowing DEAI remains a priority, particularly for millennial and Gen Z talent. Take time to review existing DEAI activities and commitments and messaging to evaluate whether revisions are needed.
  
  

Our reputation management experts are here to help. Contact us to help your organization scenario plan for the year ahead and ensure you’re ready—no matter what comes next.