The race for global advancement in artificial intelligence shows no signs of slowing as witnessed by the recent emergence of DeepSeek and a PwC study estimating that artificial intelligence will unlock $15 trillion for the world economy.
As we look ahead to 2025, the role of communications in shaping public perception, employee morale, and corporate reputation will be more critical than ever. However, the playbook for effective communication is evolving. Leaders must navigate shifting priorities, balance internal and external expectations, and focus on delivering meaningful innovation rather than adhering to targeted rhetoric.
Here’s how we here at Avenue Z view the opportunity for technology leaders to adapt their communications strategies to thrive in 2025.
1. Adjust How You Communicate ESG and DEI Initiatives; Don’t get rid of them
Environmental, Social, and Governance (ESG) and Diversity, Equity, and Inclusion (DEI) have dominated corporate communications in recent years. While these initiatives remain important, the landscape is changing. Stakeholders are growing wary of performative activism and empty promises, and moreover – the new Presidential Administration is actively targeting those who promote awareness around affinity and social justice.
In 2025, technology leaders must shift from using ESG and DEI as PR tools to embedding these principles into the fabric of their organizations.
Why the Shift?
Consumers and investors are becoming more discerning. They can spot the difference between companies that genuinely prioritize sustainability and inclusivity and those that use these initiatives as marketing tactics. Overemphasis on ESG and DEI in communications without tangible action can lead to accusations of “greenwashing” or “woke-washing,” damaging trust and credibility. With the Trump Administration’s recent rhetoric toward social justice, DEI specifically creates political risk for brands that promote awareness, but also cater to mass audiences that may have diverse interests.
What to Do Instead?
- Focus on Action, Not Announcements: Communicate progress through measurable outcomes, such as quantifiable statistics that can show reduced carbon emissions or increased representation of women in finance in leadership roles. One example of how leaders are taking action despite new rhetoric was Bloomberg Philanthropies’ decision to provide funding to help cover the U.S. contribution to the U.N. climate body’s budget, filling a gap left by President Trump’s decision to withdraw from the Paris Agreement.
- Be Transparent About Challenges: Acknowledge areas where the company is falling short and outline concrete steps for improvement. In today’s day and age, technology leaders are revered when they speak their mind and ostracized when they don’t, it’s important for executives to know the core values they stand for and how they plan to navigate critical challenges.
- Integrate ESG and DEI into Core Messaging: Rather than treating these initiatives as standalone campaigns, weave them into narratives about innovation, product development, and corporate values. One example of this is Patagonia, which embeds its commitment to sustainability, fair labor, and governance into every aspect of its business, from creating innovative products with recycled materials to social advocacy that is not just an add-on but foundational to its brand identity and storytelling.
In the coming year, the role of ESG and DEI as PR initiatives will shift, with a greater emphasis on integrating these principles into broader corporate missions—a strategic balance that technology leaders can leverage to deepen trust with stakeholders.
2. Balancing Employee Sentiment
The past few years have seen a surge in employee activism, with workers demanding that their employers take a stand on social justice issues, with Edelman’s 2023 Trust Barometer finding that 74% of employees expect their CEO to take a public stand on societal issues, including social justice, climate change, and diversity and inclusion.
While this has pushed companies to become more socially conscious, it has also created a delicate balancing act for leaders. In 2025, technology leaders must navigate this landscape with greater nuance, ensuring they address employee sentiment without alienating other stakeholders.
One key challenge is the polarization of social justice issues. What resonates with one group of employees may alienate another, and taking a public stance can sometimes backfire. To address this, leaders must foster open dialogues within their organizations, creating spaces where employees feel heard and valued. This internal focus should precede any external communications, ensuring that the company’s stance is informed by its people rather than dictated by PR considerations.
Additionally, leaders must recognize that employees are increasingly looking for action, not just words. Communicating about social justice initiatives is important, but it must be backed by concrete steps, such as investing in underserved communities, advocating for policy changes, or supporting employee resource groups.
Ultimately, the goal is to strike a balance between addressing employee concerns and maintaining a cohesive corporate identity. By prioritizing transparency and action, technology leaders can build a culture of trust and inclusivity that resonates both internally and externally.
The Challenge:
Employees are increasingly vocal about their expectations, from flexible work arrangements to mental health support. At the same time, companies face pressure to demonstrate growth, efficiency, and competitiveness. Missteps in communication can lead to disengagement, attrition, or even public backlash.
Strategies for Success:
- Listen Actively: Use surveys, town halls, and one-on-one conversations to understand employee concerns. Acknowledge their feedback and communicate how it’s shaping company decisions.
- Be Honest About Trade-Offs: If cost-cutting measures or organizational changes are necessary, explain the rationale and how they align with long-term goals.
- Celebrate Employee Contributions: Highlight stories of employees driving innovation or making a positive impact. This fosters a sense of pride and belonging.
- Align Internal and External Messaging: Ensure that public statements about company culture and values reflect the reality experienced by employees.
By prioritizing transparency and empathy, technology leaders can foster a motivated and loyal workforce while continuing to project and maintain a strong external reputation.
3. Focusing on Innovation for Good Rather Than Targeted Rhetoric in PR
In the tech industry, innovation is often synonymous with disruption. However, the narrative of disruption for its own sake is losing its appeal. In 2025, stakeholders will demand that innovation serves a greater purpose—whether it’s addressing societal challenges, improving quality of life, or advancing sustainability.
From a PR perspective, while showcasing financial position, executive experience, and presence of mind is imperative in a media interview, the executives that can tie the solutions to the industry or nation’s biggest challenges, will typically secure favorable headlines.
The Problem with Rhetoric:
Too often, tech companies fall into the trap of promoting innovation as an end in itself, without considering its broader implications. This can lead to skepticism, especially when new technologies raise ethical concerns or fail to deliver tangible benefits.
Shifting the Narrative:
- Highlight Real-World Impact: Showcase how your innovations are solving pressing problems, from healthcare to climate change. Use data and case studies to demonstrate measurable outcomes.
- Address Ethical Considerations: Be upfront about the potential risks and challenges associated with new technologies. Outline how your company is mitigating these risks.
- Collaborate with Stakeholders: Engage with communities, governments, and NGOs to ensure your innovations align with societal needs and values.
- Avoid Overhyping: Resist the temptation to oversell your technology. Focus on realistic, achievable goals and communicate progress transparently.
By framing innovation as a force for good, technology leaders can build stronger connections with stakeholders and differentiate themselves in a crowded market.
The Path Forward
As 2025 approaches, technology leaders must rethink their communications strategies to stay ahead of the curve. This means moving beyond performative ESG and DEI initiatives, balancing employee sentiment with business objectives, and focusing on innovation that delivers real value.
The key to success lies in authenticity. Stakeholders—whether employees, customers, or investors—are increasingly adept at distinguishing between companies that walk the talk and those that rely on empty rhetoric. By aligning communications with actions and values, technology leaders can build trust, inspire loyalty, and drive meaningful change.
