HAVAS Red has released its highly anticipated “Red Sky Predictions 2025” report, offering valuable insights for communicators navigating the evolving landscape of brand communication and marketing.

Red Sky Predictions 2025, is an annual report designed to help communicators navigate an ever-changing world with purpose, authenticity and impact. The report highlights nine key trends shaping the coming year, offering insights and strategies for brands and businesses.

Shane Russell, CEO of HAVAS Red Australia, noted “Red Sky Predictions 2025 provides a lens into the challenges and opportunities ahead, enabling communicators with the tools to thrive in a world where cultural relevance, emotional connection and ethical responsibility are more important than ever.”

Shane commented on the significance of the report: “Launched globally but with local input from the Australian HAVAS Red team, Red Sky Predictions 2025 is revealing, and brings to the fore, insights to help organisations shape and determine their approach to the brand and communications landscape in 2025.”

Key aspects of the Red Sky Predictions 2025 include:

From Permacrisis to Polycrisis

Companies must now be prepared to manage multiple complex crises simultaneously. Australian businesses need robust infrastructures and strategic plans to navigate various crises across different markets, from cybersecurity to political conflicts.

Unapologetic U-Turns on Purpose

Brands are expected to make more frequent reversals on purpose commitments, prioritising consumer relevance. We’re seeing a shift towards keeping purpose journeys fluid, with brands balancing transparency and adaptability.

Divide Cannot Survive

The best brands will seek innovative ways to unite societies around common causes. In our polarised world, Australian brands have a unique opportunity to bridge divides and bring people together.

Telling AI Who’s Boss

Companies will need to craft their own narratives about responsible AI use. With the rapid adoption of AI, Australian businesses must focus on self-regulation and clear communication to provide assurance to consumers.

Feeling is First

There’s a growing emphasis on authentic, human-centred, emotion-rich storytelling. In a world dominated by AI, being human will be a compelling selling point for Australian marketers.

The Itch for Niche

Marketers will need to engage with niche online communities for maximum impact. Australian brands must research and create targeted content to reach audiences in these specialised digital spaces.

Music is the New Social Muse

Influencer-led music and sound activation will play an increasingly important role in brand marketing. Sound has the power to help Australian brands rise above visual clutter and deliver messages that resonate on a deeper level.

Welltainment™ Takes the Wheel

The intersection of inclusive wellness, culture, and entertainment offers potential to improve health equity. This approach can significantly enhance how health and wellness brands in Australia demonstrate their value to public health.

Cultural Relevance is Co-creation’s Global Currency

Brands will approach co-creation with more cultural context to appeal directly to target audiences. Australian brands must embrace ‘slow culture’, ‘social culture’, and ‘sub culture’ to remain relevant in their co-creation efforts.

The Red Sky Predictions 2025 report underscores HAVAS Red’s commitment to providing forward-thinking insights that help brands navigate the rapidly changing communication landscape. As the world moves towards what HAVAS Red calls the “Thirsty ’30s”, these predictions offer valuable guidance for Australian businesses looking to stay ahead of the curve.

For more information about HAVAS Red and the full Red Sky Predictions 2025 report, please see the link here.