The World Got More Complex. Communications Got More Critical.

2025 We. Brands in Motion

Communicators and audiences agree: the world has gotten more complex.

From global tensions to AI disruption to cultural divides, the stakes have never been higher for organizations looking to lead in uncertain times—and the margin for error has never been slimmer.

In the face of fragmented audiences, a diversity of stakeholders, and rising expectations, today’s environment requires a new type of adaptability.

We.’s 2025 Brands in Motion report, “The World Got More Complex. Communications Got More Critical,” finds that the most successful communicators don’t avoid complexity—they lead through it and turn disruption into progress.

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Looking for more?

Join us for a live, interactive webinar in June where we will share our insights on the report’s findings and discuss the implications for stakeholders moving forward. Attendees will have the opportunity to workshop scenarios with our team.

Brands in motion 2025 | We. Communications

What we found

Complexity is layered

While communicators and audiences generally agree on the drivers of complexity, the challenges they experience are different.

Audiences want more from communicators.

There’s a disconnect between how well communicators think they’re doing vs. how audiences actually feel.

Audiences appreciate principled action – not just polished messaging.

In the face of economic uncertainty, audiences want to hear more about social responsibility and corporate values…not generic statements without clear actions.

The jury is still out on AI-generated comms.

In nearly equal numbers, 21% say that AI-generated messages would improve trust in the company while 22% say it would make them pay less attention.

Key takeaways

Humanizing isn’t soft—it’s strategic.

In a polarized world, showing humanity builds understanding. And understanding builds trust.

Lead with clarity, not just certainty.

Keep messages concise and focused, with a clear call-to-action.

Execs, don’t overcomplicate your comms.

Show up. Speak plainly. Be real. Audiences appreciate leaders for their lighter and less rehearsed qualities.

Brands in Motion

The World Got More Complex. Communications Got More Critical.

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