Sourcecode’s UK MD Giles Peddy and PRmoment founder Ben Smith discuss a summary of SourceCode’s Global Trends Report, highlighting key global and regional trends in communications and marketing. 

This report provides insights to help navigate the current dynamic environment. It is based on a foreword by Foresight Factory (trends consultancy) and perspectives from SourceCode US & UK, and its partners in LATAM, Asia, and the Middle-East.

Before we start, we’ve now launched our PR Masterclass: The Intersection of Data, Planning and Measurement. Attend this PR Masterclass to hear from experts on the latest techniques, tools and case studies about the use of data in modern communications. Early bird ticket prices are available until December 20th.

The other big news in public relations is that the PRmoment Awards 2025 are open.

All the categories, the updated entry form and the 2025 entry pack can be viewed on the awards microsite. 

Also, thanks so much to the PRmoment Podcast sponsors the PRCA.

Global Trends identified in the report:

AI and Cybersecurity: AI integration and deepfake technology are reshaping trust in media and communications. Cybersecurity concerns are growing, with the global cybercrime cost projected to reach $14 trillion by 2028.

Misinformation: Disinformation spreads rapidly in today’s digital landscape, impacting brand trust and political narratives, making vigilance essential.

Sustainability: Sustainability is becoming critical across all industries. Though efforts toward Net Zero are inconsistent, regulatory pressure is increasing demand for transparent corporate reporting.

Nostalgia Marketing: Brands are finding success with nostalgic elements, tapping into familiarity to strengthen customer connections.

Micro-Generational Marketing: Targeting distinct generational groups within broader demographics is proving essential for brand relevance.

Regional Highlights identified in the report:

North America: Internal communication strategies are emphasized for productivity and retention. Digital immune systems are recommended to safeguard digital infrastructure and customer trust.

UK & Europe: Renewable energy efforts are accelerating, with a target of 42.5% by 2030, and recent political shifts necessitate new approaches to stakeholder engagement.

Middle East: The region is advancing in digital assets, blockchain, and Web3. Major tech investments align with Saudi Arabia’s Vision 2030 and offer strong opportunities for growth in tech and finance.

Asia-Pacific: Economic growth remains positive despite geopolitical tensions. There’s a high demand for data-driven strategies and talent development to support the tech ecosystem.

LATAM: Hyper-localization in content is key, with sustainability at the forefront of consumer expectations. Authentic content is essential to foster trust in a rapidly digitalizing market.

These insights reinforce the importance of agility, creativity, and proactive communications strategies in today’s “Never Normal” environment. The full report includes a more detailed analysis for each region.