We are entering a year full of challenges and opportunities… for brands that are able to prepare in advance. That is why we have selected the five key marketing and communication trends to follow in 2025: from the consolidation of ESG policies to the professionalisation of influencers, including new leadership styles, the role of spokespeople on platforms such as LinkedIn and the adoption of artificial intelligence in communication agencies. How can you prepare for what lies ahead?
1. Transparency in ESG and sustainability policies
This year, sustainability will be consolidated as a strategic pillar for companies following the entry into force of the CSRD. Large companies are now required to detail how their activities impact the environment and society, and vice versa, through independently verified reports.
However, according to a recent study by Canela, more than 40% of Spanish companies are still in the preparation phase. This highlights the need for specialised services to help transform sustainability into a competitive advantage, preventing greenwashing and loss of credibility. At Canela, we are here to help and support you on this journey and, for this reason, we have launched the Sustainability and ESG (Environmental, Social and Governance) service.
2. LinkedIn, the ideal social network for your spokesperson strategy
In recent years, LinkedIn has established itself as the go-to platform for strengthening business leadership and employer branding. However, many companies’ communication on this social network still lacks a personal touch. The solution lies in positioning spokespeople as opinion leaders within their industries, which allows them to humanise their companies and foster valuable connections.
In 2025, companies that leverage LinkedIn’s potential, from content marketing to networking, will be better positioned to attract both talent and customers. This requires personalised strategies that reinforce the reputation of spokespeople, aligning them with brand values.
3. The reputational effects of overly personalistic leadership
Personalistic leadership, such as that of Donald Trump or Elon Musk, can strengthen a brand’s image, but it carries risks if the leader is too prominent. In contrast, figures such as Amancio Ortega of Zara and the late Américo Amorim, known as Portugal ‘s ‘king of cork’’, are examples of leaders who prefer to remain in the background.
Somewhere between the two approaches, it may be advisable in 2025 to adopt collaborative leadership, which encourages team participation, strengthens internal cohesion and avoids relying on a single public figure. This generates an inclusive and resilient corporate culture, better equipped to build trust and deal with reputational crises.
4. The professionalisation of influencers is unstoppable
Influencer marketing continues to grow in Spain, with over 13,600 influencers boasting more than 100,000 followers, according to 2btube. The government has begun to regulate professional influencers through a regulation specifically to protect minors and control advertising in sectors such as alcohol, tobacco and gambling.
Although it only applies to major influencers, this regulation marks a turning point by introducing requirements such as official registration and the identification of advertising content. Despite its limitations, it opens the door to combining the professionalisation of influencers with the protection of users and advertising ethics.
5. AI as a tool in the day-to-day work of PR agencies.
After the hype around the launch of ChatGPT in 2023, the limitations of artificial intelligence, its real cost and the impact it has on the environment began to become apparent in 2024. By 2025 we will see AI being used more widely, not to replace jobs, but as a tool to enhance productivity.
PR is no exception and AI tools are emerging for the marketing and communications sector: from Jasper.ai for copywriting or Frase.io for SEO, to Albert.ai for optimising marketing campaigns or Brandmar.io for visual identity projects. The issue? For now, most of them are only available in English. AI also presents an opportunity for agencies and professionals who combine a strong technological background with expertise of different markets.
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Deborah Gray is Founder and CEO
