Grayling Media, a new media relations and intelligence unit within Grayling – the UK’s best-connected communications agency, today releases a landmark research report uncovering the changing media landscape, attitudes towards media consumption and predictions for 2025 and beyond.

This research, supported by media experts like Sky News’ Sophy Ridge and Bauer Media’s Lucie Cave, offers valuable insights for anyone navigating today’s fast-changing media environment.

Key findings include:

• Journalist trust remains strong: 64% of the UK public trust journalists, with higher trust among the 18-35 age group.
• Rise of media influencers: One in five consumers follow specific journalists, with 40% of 18-34-year-olds actively seeking their content.
• Generational shift: Younger audiences are connecting deeply with individual journalists, valuing their voices more than the platforms they work for.
• Social media struggles with impartiality: Only 40% of respondents view social media as impartial, compared to 63% for TV.

The report also predicts a continued rise in individualism among journalists, broadcasters innovating to compete with social media, and increased accountability for journalists in the fight against misinformation.

Heather Blundell, CEO of Grayling UK, says “I am delighted to formally launch Grayling Media with our first ever national media trends report, backed by our esteemed panel of media experts.

In this report, we set out to publish a comprehensive and accurate picture of the media landscape in 2024, to ensure that Grayling Media – our new UK-wide media relations and intelligence unit – is guided by the most current research and reflects the new media age we operate in.

Not only are we the best-connected team of media relations experts across the UK but we want to be the most well-informed and insightful team of media experts. Grayling Media offers our clients an unparalleled level of media insights to help super-charge their media relations and deliver exceptional results.”

For media professionals, brands, and consumers alike, staying informed and adapting to these changes will be key to thriving in this new era of journalism. Take a closer look at the key findings from this groundbreaking report and what they reveal about the future of journalism.

Download the full report and learn more about Grayling Media here.