Trends to Monitor in 2025 and Beyond

Many possible futures await us and our organizations. To achieve our desired future, we must scan the horizon for signs of possible disruptions, consider how those changes will affect us, and use that insight to make more informed, smarter decisions.

While we can’t predict the future, we can anticipate changes that might affect our organizations, either positively or negatively. As professional communicators, we can counsel our clients or the leaders of our organizations on how to convey a path forward to stakeholders. 

As one example, we can start preparing messages now in anticipation of potentially higher tariffs on imports imposed by President-elect Trump’s new administration. Those communications would help customers, employees, unions, vendors and local communities understand how tariffs may help or hinder their organizations and what steps they might need to take if those tariffs are enacted. 

Looking ahead to 2025 and beyond, here are some trends and events to consider in your PR-planning efforts:

Second Trump administration, new policies

New presidential administrations typically make their biggest moves within the first 18 months of taking office — before the mid-term congressional elections. If President Trump holds true to his campaign promises, with support from slim Republican majorities in the Senate and House, expect major policy changes regarding immigration, tax regulations, tariffs, abortion, health care insurance and the number of government employees. 

For PR professionals whose clients would be affected by these changes, now is the time to begin drafting communications that will help stakeholders understand the possible ramifications.

When it comes to foreign policy, watch for how the Trump administration will handle the war in Ukraine, the Israel-Hamas war, and the U.S. relationship with the European Union and NATO. 

Will politics determine where students attend college?

According to the Art & Science Group, a consulting and research firm for the higher-education sector, more than one-quarter of college applicants surveyed earlier this year have ruled out a school because of the political climate in its state. As USA Today reports, college leaders worry that partisan state politics are scaring off prospective applicants at a time when college enrollments are down. 

While the number of students avoiding schools over politics is small, communicators and the organizations they serve might consider how this trend could affect recruiting in their state.

AI to grow in power, face more regulation 

AI technology will become faster and more powerful, allowing people to be more productive in their own work. Watch for greater use of AI in health care, including for virtual mental health counseling. 

At the same time, concerns about the misuse of AI to create deepfake images and spread misinformation will likely increase calls for government regulation of the technology. We can expect people, including today’s children (Alpha Gen) as they grow, to use AI to generate images, video and texts; to eliminate tedious, information-related tasks; and to obtain relevant information. 

For professional communicators, the rise of artificial intelligence has far-reaching implications, both for how they do their own work and for how the public receives — and perceives — information. 

Already, Google searches are returning an AI overview at the top. Expect people to increasingly rely on these AI summaries rather than visit the websites that appear below in the search results. What this trend means for your organization might depend upon the AI industry.

Expect extreme weather 

The devastating impact of wildfires, Hurricane Helene and 1,000-year rainfall, flooding and other environmental events demonstrates that all communities and businesses are vulnerable to extreme weather. Excessive heat (and air quality) might require organizations to consider additional health and safety policies for employees who work outdoors.

Communicating information about preparing for extreme weather — and providing vital information after it strikes — will become an important part of public relations and internal communications. 

H5N1 avian bird flu 

Health officials in the United States are carefully watching H5N1 avian influenza, also known as “bird flu.” The virus, which has the potential to harm the country’s domestic poultry industry and its food supply, primarily affects birds but can also spread to other animals, including humans.

For PR professionals, learning about H5N1 bird flu and being prepared to communicate information to the public about the virus could become a new responsibility in 2025. 

Flying taxis appear in the sky?

Electric-powered, flying taxis — which will use propellers like a helicopter, take off vertically and fly horizontally — are coming to American cities. As tests continue, the FAA recently issued rulings on air taxis, governing how to operate the aircraft and how to train pilots to fly them. Automotive and aerospace manufacturers are also eyeing this new market.

Like any technology trend (EVs, AI, robotics, etc.) that has wide-ranging implications for business and society, flying taxis are one that professional communicators should have on their radar screens. 

Changing media environment 

The 2024 presidential election showed that traditional media are losing relevance as more people turn to podcasts, videos, and social media for news and information. We are becoming a nation of video-watchers, rather than readers. 

As a recent report from Northwestern University’s Medill journalism school found, local news deserts are growing in number across the United States. Hometown newspapers, which served as the glue of towns and neighborhoods for decades, are dying. For public relations practitioners, finding mainstream reporters to cover a client’s news is becoming more difficult. Communicators should consider doubling down on their investment in “owned media” and alternative media to effectively reach stakeholders.

On the social media front, users continue to flock to Bluesky as an alternative to X. Elsewhere, TikTok and its Chinese parent company, ByteDance, face a Jan. 19 deadline to cut ties or be banned in the United States.

Events to watch in 2026

Four big events that PR professionals should keep on their radar for 2026 are the 250^th anniversary of the United States of America, the midterm elections, the Winter Olympics and the possible landing of the first human on the moon since 1972.

Among the many possible futures that await us, we must anticipate — and be prepared to communicate — them all.

Discover more trends and events for 2025 by registering for Stephen Dupont’s webinar on Jan. 23 at 3 p.m. ET. Learn more about the future here.