Hot topics for digital stakeholder 
engagement in 2025 


Richard Dixon


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As we step into 2025, digital communications are evolving at an unprecedented pace. With rapid advancements in technology and shifting global priorities, businesses and organisations must stay ahead of the curve. 

 

This we believe will require ‘intelligent digital engagement’ to grow the value of your stakeholder relationships – by which we mean developing effective storytelling, being performance driven to enable continuous improvement in communications outcomes, and being technology enabled to leverage the technological innovations at hand. Here are some of the key factors to look out for in 2025. 

1. Sustainability in Digital  

Sustainability continues to rise up the communications agenda, and there are big impacts from legislation that will affect how sustainability issues are communicated in 2025 and beyond: 

  • Sustainability goes increasingly digital: changing regulations (e.g. CSRD) are already impacting how companies communicate with substantial content changes required for Annual Reports. This will have a direct impact on how digital will increasingly support the efforts in communicating sustainability. With so much information in the AR, digital channels – the corporate website and social media in particular – will be increasingly important to ensure effective communication on an organisation’s sustainability strategy, performance and outcomes. We are already seeing significant shifts in the type and style of content delivered through these channels and we expect this trend to continue. 
  • Carbon neutral and Green Hosting Solutions: This is one to watch – companies looking to minimise the carbon impact of their digital presence with low carbon options for the user experience, and looking to exploit services powered by renewable energy to reduce carbon footprints. 

2. Digital First Investor Relations 

Investor Relations (IR) are undergoing a digital transformation. As markets become more volatile and investors demand real-time information, companies are using advanced tools to foster transparency and engagement. Key trends include: 

  • Virtual Investor Meetings: Hybrid and virtual annual general meetings (AGMs) are becoming standard, enabling broader participation. 
  • Interactive Reports: Companies are increasingly enhancing annual reports with multimedia elements such as videos, infographics, and data visualisations. We are also seeing more performance data being made available online and in tables, charting and interactive tools being utilised to enable greater accessibility from the diverse groups of investor communities. 
  • AI-Powered Insights: Predictive analytics and sentiment analysis tools are helping IR professionals gauge investor sentiment and refine communication strategies. 

The shift to digital-first IR is building stronger investor trust and fostering long-term relationships. 


3. The Rise of AI in Communication 

AI is no longer just a futuristic concept; it’s now an integral part of digital communication strategies. In 2025, AI is being used to: 

  • Enhance Stakeholder Support: Chatbots and virtual assistants are providing 24/7 support, enabling stakeholders to get more quickly to the content they need and in a form tailored to their specific needs – whilst also improving responsiveness and resolving issues efficiently. 
  • Accelerated Content Creation: Tools like natural language processing (NLP) are generating high-quality written and visual content at scale – and more will follow with content conversion to Podcasts, automated wireframing and design all of which will enable companies to increase content ‘velocity’ and reduce production costs. 
  • Personalise Experiences: It has been much talked about, but will we finally see AI algorithms analysing user behaviour to deliver tailored content, improving engagement and conversion rates? 

AI-driven innovations are not only streamlining communication processes but also enabling more meaningful interactions with audiences. 


4. Strengthening Digital Security

As digital communication expands, so do the risks associated with cyber threats. In 2025, security is a top priority for businesses aiming to protect sensitive information and maintain trust. Key trends include: 

  • Web security: The focus and protection layers across websites, and wider communications will continue to grow, as the global threats continue to rise. 
  • Zero Trust Architecture: Implementing stringent verification protocols for all users and devices.
  • AI-Driven Threat Detection: Enhancing existing security layers and protection, we will see  AI used to enhance security by being able to identify and respond to cyber threats in real-time. 

Organisations that invest in robust digital security measures are safeguarding their reputation and ensuring uninterrupted operations. 

5. Accessibility and EU Law

Accessibility is gaining prominence in digital communications, especially with the European Union's stringent regulations on digital inclusion. In 2025, companies are increasingly ensuring their digital content complies with the EU’s Web Accessibility Directive and the European Accessibility Act. These laws require businesses to make websites, apps, and digital tools usable for people with disabilities. Key practices include: 

  • Accessible Design: Implementing features like screen reader compatibility, keyboard navigation, and high-contrast visuals. 
  • Inclusive Content: Creating content that is easy to understand and available in multiple formats. 
  • Regular Audits: Conducting accessibility assessments to ensure ongoing compliance. 

By prioritising accessibility, organisations are not only adhering to legal requirements but also expanding their reach to a wider audience and fostering inclusivity. 

Read our latest accessibility blog

6. Search Engine Optimisation (SEO) 

In 2025, search engine optimisation (SEO) continues to be a critical aspect of digital communication strategies. With search engines evolving and user behaviour shifting, businesses are focusing on: 

  • Voice Search Optimisation: largely driven by the growth in smart assistants adapting content for voice-activated searches is increasingly important. 
  • Core Web Vitals: Enhancing website performance metrics such as loading speed, interactivity, and visual stability to improve rankings. 
  • Localised SEO: Leveraging local keywords and location-specific strategies to target the most relevant content to your stakeholders. 
  • Content Quality: Prioritising informative, engaging, and authentic content that aligns with search intent and satisfies the  criteria driving the algorithms. 

By investing in SEO, organisations can enhance their online visibility, attract relevant traffic, and achieve better digital outcomes. 


Conclusion 

The digital communications trends of 2025 underscore the importance of adaptability and innovation. The pace of change will no doubt continue to accelerate, and companies will need to rise to the challenge of these opportunities, whilst not losing their authentic voice in the way they communicate and engage with their stakeholders. The future is digital, and those who align their strategies with these trends are poised for success. 

If you would like to speak to one of our experts about your digital strategy why not get in touch, we're here to help! 

 


About Black Sun

Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world. 

We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.

As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.

For more information, please visit: www.blacksun-global.com





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