Report reveals key trends shaping communications

Grayling, a global leader in strategic communications with a strong presence in Birmingham, has unveiled its annual trend report, ‘Creating Advantage 2024’.

The report aims to provide valuable insights for businesses navigating the dynamic landscape of communications in the Midlands.

As a key player in Birmingham's business community, Grayling's report is more than just a global perspective; it's a local guide for enterprises seeking to thrive in the Midlands.

The first part of the report provides a comprehensive look at the five key trends that will shape the local and global landscape in the coming year, offering insights from Grayling’s expert voices worldwide.

The five key trends identified are:

• The year of elections: 2024 promises to be a pivotal election year, with implications for businesses in Birmingham and the West Midlands. The report highlights the geopolitical shifts, including the U.S. presidential election, and how they are set to impact our local industries.
• All eyes on AI: Artificial Intelligence (AI) is rising in the Midlands and worldwide, transforming workplaces and daily lives. Businesses must support and include employees on the AI journey to avoid potential reputational risks.
• Reviving sustainability: Despite evidence suggesting that momentum on sustainable action is waning, the EU’s Corporate Sustainability Reporting Directive (CSRD) intends to elevate the issue, ensuring fair, transparent, accountable and accessible reporting from all businesses.
• Less noise, more help, more hope: In an era of rapid digital evolution, exemplified by Meta’s introduction of Threads in 2023 and the surge of AI filters on TikTok, businesses must maintain focus on the people at the receiving end and craft content that genuinely connects and inspires.
• Embracing de-growth: Advocating for reduced consumption and a "less is more" philosophy, the de-growth movement is witnessing a notable rise, as seen in the success of second-hand fashion marketplaces like Vinted. The trend highlights the sustained relevance of sustainability in consumer awareness.

Building on these insights, the second part of the report outlines 10 developments that organisations can act on immediately to create advantage.

These range from harnessing the expanding influence of social commentators within the media sphere to making the most of the revival of in-person events, identifying opportunities for Midlands companies to seize and stay ahead of the crowd in this year's competitive landscape.

Patrick Fraser (pictured) Grayling head of Birmingham said: “In 2024, we can expect significant changes that will profoundly impact our world.

“From important elections to the rapid pace of technological and healthcare advancements, it can be a daunting prospect. However, change also presents opportunities for growth and progress.

“Our Creating Advantage Report offers valuable insights into navigating and making the most of these shifts, by understanding their intricacies and preparing strategically. As the future unfolds, those ready to seize the opportunities will thrive."