How the economy and politics are squeezing communicators
Tariffs and trade wars have dominated the conversation in recent weeks. Paired with shifting cultural dynamics around DEI and ESG, they are creating a potent set of challenges for communicators as they enter the second quarter of 2025.
Data from Ragan’s 2025 Communications Benchmark Report, a signature research project conducted for members of Ragan’s Communications Leadership Council, finds communicators concerned about economic uncertainty, followed by political unrest and employee well-being.
Of those, political unrest stands out this year, up 6 percentage points from 2024. The flurry of executive actions from the Trump Administration and their efforts to dramatically remake the U.S. government have the potential to make tensions even stronger, particularly when considering global impact on supply chains, stock markets and work cultures.
In response, communicators will have to remain nimble and adapt to shifting norms and breaking news. Their dual role as cultural champions and brand stewards means they’re challenged on two fronts: managing organizational change inside the company while communicating to stakeholders with transparency and integrity related to their organizational values.
There is perhaps no better illustration of this tension than what the benchmark data shows about diversity, equity and inclusion and environmental, social and governance initiatives.
DEI and ESG are down but not out
Executive mandates and investor activism are having a clear effect on both.
According to benchmark data, only 7% of communicators expect a greater emphasis on DEI in the coming year, and a similar percentage anticipate expanded ESG initiatives, both reflecting a multi-year slowdown.
Yet, under the surface, support continues. Nearly two-thirds expect to maintain or modestly grow existing commitments to ESG and communicators are working with stakeholders to redesign and realign their efforts.
From 2024 to this year, there have been incremental drops in DEI investments across the board, with the number of companies expanding employee resource groups decreasing by 5% for example, and the number of companies creating a new position to lead DEI efforts by a similar percentage.
Looking at the data from two years ago to present, the trend is even more clear, with significant drops in many areas since 2023. There has been a 28% decrease in open conversations within the organization about DEI, a 30% decrease in unconscious bias training, and a 32% decrease in strategic planning for DEI.
Looking ahead, communicators will have to continue grappling with the cultural challenges that will emerge and deploy their skills as business partners and strategic counselors to advise executives on a course of action through a turbulent year.
There is opportunity amidst the turmoil. Anti-DEI actions, rapidly shifting regulations and a rise in shareholder and employee activism have spotlighted the role that communicators can play in a volatile environment.
More than four in 10 communicators say crisis and issues management is a key specialization to future-proof their roles, underscoring the growing recognition that reputational risks demand a coordinated and dedicated crisis acumen. With the heightened volatility, it’s a recognition that many outside of comms are starting to see, too.
The full 77-page report, based on a survey of more than 900 communicators worldwide, is available exclusively to members of the Ragan Communications Leadership Council.