1. Corporate Purpose or Bust
Continued shifts in the substance, style and tonality of brand communications will allow brands to form deep connections with consumers and employees on topics they once might not have touched — e.g., diversity, equity and inclusion, climate action, and mental health. Consumers will expect corporate pledges to become progress in action.
2. Personnel Gets Personal
Employers will embrace employee-centric brand positioning that outlines how a career with their company can suit an employee’s whole life. Moreover, the employee experience has to match the promise of that messaging by supporting employees’ full, authentic selves and adapting to their changing individual and personal needs.
3. Social Audio Makes Mainstream Waves
4. “S” in ESG Comes into Sharp Focus
To stay in front of ever-increasing expectations around how employers address everything from cultural issues to HR and employment issues, companies will bring clarity to and transparency in how they define the “S” in ESG. We’ll witness a sharpening in how organizations measure and regularly report on their efforts and outcomes internally and across their value chain.
5. Serving Up Safety with a Smile
Companies in the hospitality industry will continue to up their game on safety messaging. Those with forward-thinking, succinct, transparent policies and communication will benefit from increased employee engagement and overall customer and guest satisfaction. For third-party credibility, look for more partnerships and collaborations to be formed between hospitality chains and health and safety brands and organizations.
6. The Staying Power of Nostalgia
Look for companies and employers to harness nostalgia at a deeper level, with strategic campaigns and partnerships designed to evoke warm memories, build relationships and reinforce that the future is indeed bright.
7. Patient Choice, Patient Voice
This year, we’ll finally see gender awareness brought to pharma-driven disease education campaigns. Though there aren’t any established best practices to follow, the bravest companies will be those that withstand the inevitable waves of criticism for the sake of marking the pages of history with inclusion.
8. An Experiential Retail Renaissance
Brands will fully merge experiential and retail to completely reimagine the shopping experience. By turning a store into a destination, brands can ensure that brick-and-mortar shops not only remain relevant, but that they complement e-commerce efforts and more fully bring a brand to life.
9. “As Seen on Social” Is the New “As Seen on TV”
10. VIP Access to Creators
Now that exclusive content has unlocked opportunities for creators to commercialize their product, brands will need to compete against this model. That means finding influencers who are both genuine and a just-right fit for the brand in the longterm.This year’s report was authored by Red Havas staffers from around the world, including James Wright, global CEO, Red Havas and global chairman, Havas PR Global Collective; Linda Descano, CFA®, executive vice president and head, corporate communications and executive visibility; Davitha Tiller, executive vice president, social and integration; Lesley Sillaman, SVP, global; Pattie Sullivan, senior vice president, B2B practice head; Amy Takis, senior vice president, health; Melissa Rieger, senior vice president, health and wellness practice head; Steve Fontanot, AU managing director; and Ellen Mallernee Barnes, vice president of content. DOWNLOAD THE 2022 PREDICTIONS. About Red Havas Red Havas is part of the Havas PR Global Collective, the PR and communications arm of the Havas Group that comprises approximately 40 agencies around the world and more than 1,300 employees. Red Havas’ strategic “Merged Media” model brings together traditional and digital publishing, content, social media and data within a single infrastructure. For further information, please visit: www.redhavas.com.