How can organizations proactively

mitigate risks

and adapt to uncertainty?

Last year, 35 CEOs shared with NATIONAL the challenges that keep them awake at night and the motivations that drive them forward. A clear consensus emerged, revealing that we face multiple challenges, not just one. Obstacles are arising from all directions: a sluggish and uneven national economy, geopolitical tensions and upcoming elections that could lead to new policies and regulations affecting business models, the urgent need to combat climate change, a workforce with evolving needs and expectations, and new technologies with the potential to transform our lives and work.

In this moment, when many feel overwhelmed by the sheer scale of change, supporting leaders to be their best is different from what it was a few years ago. Leaders must release their grip on “the way things used to be” and embrace an uncertain world. As trusted advisors, our role is to help them cut through the noise, focus on what they can control, and prioritize clarity over certainty and action over anxiety.

In 2025, NATIONAL will continue to empower our clients to face modern challenges. Through our dedicated efforts, we enable leaders and organizations to build a strong culture, enhance their brand, build trust, and successfully achieve their business objectives.

Everything, everywhere, all at once. We’re in a time of rapid change, global uncertainty, and increasing polarization. As mentioned in this report, in our interconnected world, the problems we’re facing are more complex than ever before. To face them, sustainable solutions require innovative thinking, expertise, and agility.

In this context, cross-sector collaboration is not just beneficial, it is necessary. We need business working with government, government working with non-profits, as well as partnerships across organizations and sectors based on shared values and goals. It’s important to remember that governments have willing partners all around them.  

The building blocks are there and organizations are willing to use them. Universities are reorienting research priorities to address complex global problems. Non-profits hold valuable community-based insights that can help inform public policy and ensure that supports are delivered more effectively in communities. Businesses and governments need to work together to identify regulatory barriers and encourage investment to improve productivity and stimulate growth.

Traditional siloed approaches to problem-solving will continue to produce more of the same results. However, thanks to advancements in technology and the emphasis on a collaborative working culture, we have an opportunity to work together for better public policy and more sustainable solutions.

In the face of the exponential rise in cyber threats, cybersecurity is becoming an unavoidable business imperative. Increasingly sophisticated cyberattacks are targeting not only large enterprises but also small and medium-sized businesses (SMBs) or municipalities, often perceived as more vulnerable targets with a wealth of sensitive personal data. Organizations have no choice but to strengthen their defences.

Although the surge in cyber incidents is notable, many organizations remain ill prepared. By 2025, in addition to investing in cybersecurity, they will need to prepare in advance to be ready to preserve their reputation when an attack occurs.

A three-step approach is recommended: prevention, active monitoring, and a response plan. It is crucial to establish a crisis management team in advance and develop a crisis management plan that includes an up-to-date communications toolkit. It is important to note that organizations are now legally obligated to protect the personal information they hold, and insurers take intervention plans into account when calculating insurance premiums.

The direct costs of cybersecurity incidents worldwide are expected to reach $265 billion by 2031, a significant increase from previous years.

The famous quote, “Creativity is intelligence having fun,” often attributed to Einstein, resonates with public relations firms as they bolster their creative departments and advertising services. In a world where attention spans are shrinking and competition is fierce, PR firms are creating new opportunities by integrating creative advertising into their offerings,

This shift allows firms to offer a more holistic approach to their solutions, creating unified strategies that uniquely blend PR and advertising, ensuring an impactful message across all channels. And with audiences actively rejecting 6000 to 10,000 advertising messages a day, this may suggest that earned ideas and media aren’t just part of the idea, but the idea itself.

For PR firms, this shift jolts yet invigorates their culture. New ways of collaborating can create a vibrant environment where creativity thrives and everyone is encouraged to think differently. Although it could initially feel like a cultural shake-up, embracing diverse ways of thinking and processes can foster more dynamic solutions. It’s a win-win that positions PR firms as leaders in the ever-evolving landscape of communication.

Clients simply want the best people in the room. Let’s have a little fun with our intelligence.