Welltainment, U turn on Purpose, Sonic Marketing: Havas Red Sky Trends 2025 Report

Havas Red has released 10 broad trends for 2025 to help communicators get on top of their brand storytelling in time for 2025. 

“2024 was a year defined by rapid transformation and heightened complexity, as the “Raging ’20s” continued to test brands and societies alike — and 2025 will require communicators to think and act with even greater agility,” said James Wright, global CEO of HAVAS Red and global chairman of the HAVAS PR Network. 

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

While some of these trends have been in the news a fair amount, and do miss out on a global south perspective, the Havas Red Sky Predictions for 2025- an annual enterprise- provides a helpful recap of insights of the levers communicators can use going forward.

LET THE MUSIC PLAY ON: Sonic /Music Marketing 

It just takes the 'Tadum' sound for you to know that Netflix is playing. The roar of the MGM lion is iconic.

Havas Red says that "From mnemonics to brand anthems to trending social sounds and sonic content libraries, sound can be used to enhance brand identity, evoke emotions and overcome creative roadblocks in advertising campaigns."

The report sites the example of a sonic brand activation that HAVAS created for 
 hair care brand OGX.  This involved crafting a sonic logo and brand anthem with the support of superstar singer Demi Lovato.

That catchy brand anthem quickly grew viral social wings and was soon dubbed “song of the summer,” on TikTok, IG and by leading news outlets, contributing to a campaign that has now surpassed 1 billion impressions and 24.5 million total engagements — all thanks to one particularly persistent earworm.

Check out the song here:

THE ITCH FOR NICHE

Another interesting trend that Havas Red flags off is the rise of niche online communities. 

Says the report, "When you consider the incredible shrinking newsroom and the overcrowding of mainstream social media, it’s easy to see why online audiences have been sent scattering in search of news and entertainment in newer, more niche platforms. More and more, they’re finding what they’re looking for in these incredibly devoted communities —That’s why Kamala Harris recently appeared on the “Call Her Daddy” podcast and Hinge sponsored Emily Sundberg’s “Feed Me” newsletter on Substack."

Other brands are even creating their own niche communities via platforms like Facebook groups. The report points out that the majority of Facebook users are a member of 15 or more groups, and about 100 million group joins are made each day. 

I did a quick check of the number of FB groups I belong to and it was close to 15!

Grove Collaborative, Instapot and Peloton( RIP, Mr Big!) all operate active Facebook groups, which work as part focus group, part post-purchase loyalty strategy. The onus for brands is to do the research to find their target audiences in these dustier corners of the internet and to create more targeted, niche content to reach and engage them there

WELLTAINMENT™ TAKES THE WHEEL

Recently, on World Mental Health Day 2024, Sony Liv released Zindaginama an anthology highlighting mental health issues from gaming addiction to LGBTQAI challenges, anorexia and schizophrenia.

 This points to another trend flagged off by Havas Red, that of Welltainment™ . Simply put if you want to bring about health seeking behavior ,place the conversation around our wellness directly within our entertainment, and it’s co-created with writers, producers, musicians and game programmers. 

  HAVAS, introduced (and trademarked) the terms at Cannes in 2023, heralding it as “a wholly different approach to wellness content that goes beyond failed ad campaigns
targeted at underserved communities.” Now and in the next year, it is poised to shift the
way health and wellness and pharma brands elevate the conversations around their
products and demonstrate the value they contribute to public health.

POLYCRISIS, AI, AND UNAPOLOGETIC U-TURN ON PURPOSE 

Other trends in the report talk about  how the world has moved from PERMACRISIS TO POLYCRISIS.

This requires plans to stay on top of DEI, sustainability, cybersecurity, supply chain resilience and political/regional conflicts, with multiple arms managing certain issues while also understanding the interdependence of the issues. All at the same time.

BRANDS ARE ALSO TURNNG THEIR BACK ON PURPOSE 

Per the report brands will more frequently make unapologetic reversals on purpose commitments, prioritizing consumer relevance over past promises.

Perhaps, to be expected seeing the traction the current anti-woke environment receives, that has proponents ranging from Trump to JK Rowling.

These pivots will also be seen as acceptable, reflecting a shift toward keeping their purpose journey fluidctly with stakeholder expectations. Volvo, which previously set a target to produce only fully electric cars by 2030, recently abandoned its target, while Toyota has delayed production for its first U.S.- made electric vehicle, both attributing their decision to waning consumer demand. 

After rebranding itself to reflect a focus on the metaverse, Meta redirected its resources toward AI in response to the evolving tech landscape. And McDonald’s paused its transition from plastic straws in several markets due to mixed consumer feedback.

These U-turns underscore a growing willingness among companies to quickly
respond to changing market dynamics, consumer preferences and operational
realities, prioritizing relevance over rigid adherence to past promises. In 2025 and beyond, brands will continue to balance transparency and adaptability, knowing that consumers value authenticity over consistency. They will make unapologetic choices based on where they can have the greatest impact. Communicators and marketers will need to frame these shifts as strategic adjustments that reaffirm the company’s commitment to staying relevant and responsive

AI, REGULATE THYSELF 

The report also, perhaps optimistically, says that  In 2025, corporations will become more stated in their embrace of AI, and in doing so, will need to focus on self-regulation and clear
communication to provide consumers and end users with a sense of assurance. (I.e. companies should be able to discuss AI’s impact on what they do and how they do it.)

 Brand consistency is key, with CMOs looking beyond off-the-shelf AI solutions and driving greater investment in AI applications that are customized to reflect the brand’s expertise, culture and more critically, the nuances and depth of their customer relationships

Catch the full report here.