PR TRENDS FOR 2025

Trends come and go, just like skinny eyebrows or double denim in the ‘80s – and PR trends are no different. As we race towards 2025 (and wonder where the year went), it’s a perfect time to map out some key PR trends for 2025 that will shape the industry. 

So, without further ado, here are our top PR trends for 2025 that brands and businesses should keep an eye on:

A human authentic approach has NEVER been more important

AI is having a huge impact on the PR industry and authenticity is more important than ever. To a well-trained eye, a simple scroll down LinkedIn will show multiple chatGPT generated posts from business leaders, eeekkkkk. Brands are bombarding our feeds with lackluster AI generated copy that lacks personality and depth. 

In 2025, brands and businesses need to prioritise a genuine connection with their audience. This means adapting a clear, personable tone that demonstrates empathy, humour and authenticity. Need help with crafting eye-catching media materials or show stopping social media copy? That’s what we do best! 

AI influencers: yay or nay? 

How far will brands go to experiment with AI-generated influencers? It’s still early days for AI influencing but some big names like Chanel, Dior, KFC, Red Bull, Samsung, Tinder and YouTube have already launched their own CGI/AI influencers, with mixed reactions from the public.

Recently, SheerLuxe, a UK-based online publication, introduced its own AI Influencer, Reembot. Reembot poses as a real-life member of the editorial team who even had a desk setup and a salad for lunch??? However, the move was met with significant backlash from SheerLuxe’s audience, with many questioning the authenticity of a digital influencer pretending to be human. Despite this, SheerLuxe continues to feature Reembot on its Instagram account, sparking an ongoing debate about whether AI influencers will become the norm in the future.

Is this a passing trend or the future of influencer marketing? Keep an eye on this one in 2025!

Sustainability and ethical sourcing take centre stage 

In the food, drink and hospitality space – Papaya Agency’s bread and butter, expect to see a heightened focus on sustainability and ethical sourcing in 2025. Australians are becoming increasingly mindful of the environmental and social impacts of their food and beverage choices. By 2025, sustainability will no longer be just a ‘nice-to-have’ for brands in these industries; it will be central to PR messaging. 

From farm-to-table practices to reducing food waste and ethical sourcing of ingredients, businesses will need to showcase their commitment to the planet and its people. Initiatives from Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) are already setting the standard. For example, Papaya Agency worked with ASC and MSC to launch its ‘Super Seafood’ campaign which focused on how consumers can make sustainable choices amid the cost-of-living crisis. Expect to see a lot more of this in 2025! 

What does your brand or business stand for? 

In 2025, simply having a great service or product won’t be enough. Aussies want to know what your brand stands for – how does it react to current affairs? What’s its stance on social issues? More importantly, what are its ethical practices and social responsibilities?

Brands that fail to align with the values of their audience risk losing loyalty. With cancel culture stronger than ever, Aussies won’t hesitate to unfollow or disconnect from a brand if its views don’t align with their own.

This year we saw Uber partner with the Australian Red Cross, to launch the UberX Red Cross Clothing Drive, which encouraged Aussies to organise an Uber pick-up of their unused clothes. This PR campaign worked both ways, Red Cross got to raise funds for vulnerable communities and Uber has showcased its commitment and investment in helping the community. If you want to show off your brand’s social responsibility and ethical practices in 2025 – this is the way to do it! And, we can help!