The Power of Listening, Anticipating and Staying Human in an Automated World

Part 1 of Advice for Communicators in 2025
As if 2024 wasn’t challenging enough, 2025 promises “next level” uncertainty. Prime Minister Trudeau’s resignation on the eve of Donald Trump’s presidency brings a leadership vacuum at the most inopportune time – leaving businesses grappling to plan for what lies ahead. We asked the leaders of Proof Strategies for their advice on how communicators can connect with their audiences and build trust in the year ahead. Here’s Part 1 of our discussion:
Listening is the first step to understanding. Internal connections are vital.
While communicators are often focused on what to say, uncertainty and volatility also require them to be attentive, unbiased listeners.
“Our job is to understand the whole of Canada and not be surprised by the choices of consumers, the preferences of voters, or the actions of decision makers,” says Bruce MacLellan, Founder & Chair. “From St. John’s to Iqaluit to Victoria, Canadians are feeling economic stress nowadays and we know change is coming. To be successful in 2025, communicators need to understand all Canadians and be the best guides possible.”
The need to listen and understand also extends to the way organizations should behave internally.
“My advice for 2025 is to not only focus on authentic connections online and externally, but to keep or create them inside organizations,” says Jennifer Zeifman, SVP & National Practice Lead, Health & Wellness. “Siloed organizations will never be as efficient or successful as those that collaborate and authentically connect. Connected organizations not only have better opportunities for improved internal and external communications but typically improve business outcomes as well. Resolve to connect cross-functional teams to think, share, inspire and elevate work.”
In times of change, prepared and agile communicators lead the way.
One approach echoed by several leaders is the need to look around the proverbial corners for what might come next.
“There’s change and then there are seismic shifts,” notes David Gollom, SVP & National Lead, Corporate Communications and Financial Services. “As communicators, our role is to help clients anticipate, capitalize on, or mitigate change. Ongoing social, economic, political, and environmental shifts will continue to shape the challenges clients face daily, both in the short and long term. In 2025, stay closely plugged into the variables that could impact your business and take an integrated approach – including communications and marketing – to proactively position your company, brand and team to navigate these changes as seamlessly as possible.”
The ability to anticipate is also particularly important in a year of political change.
“’Always be prepared’ is a common trope, but this year it’s essential,” advises Melody Gaukel, SVP & National Practice Lead, Government Relations & Public Affairs. “If the political tumult the week before the holidays and in early 2025 is any indication, we’ll be seeing a lot of changes in the corridors of power. This means that we need to scenario plan and be nimble and creative in how we approach opportunities, timelines and ideas.”
Amid AI’s rise, people power the heart of communications.
As communicators decipher the promises and risks of AI, they should not forget that people are at the heart of communications.
“In 2025, successful companies and brands will embrace a balance of innovation and humanity,” remarks Vanessa Eaton, President. “While AI continues to revolutionize how we work in many positive ways, the need for authentic connection will become even more important. People will continue to crave real stories and connection through shared experiences. Human skills like empathy, critical thinking, communication, and leadership, combined with integrity, curiosity and a desire to experiment, will remain critical for success, even in an increasingly automated world.”
Without question, adaptability, understanding, and human connection will all be vital in navigating the complex landscape of 2025. By staying informed and flexible, communicators can effectively manage change.
In Part 2, our leaders weigh in on technology, innovation and the evolution of influencers.
To discuss your communications challenges in what is certain to be a tumultuous year, contact Proof Strategies.