Today, Grayling UK unveils its highly anticipated 2025 Trends Report, offering an in-depth analysis of the key issues, opportunities, and trends that will shape the UK’s business landscape throughout the year.

The report, Creating Advantage in an Uncertain World, 2025, draws on exclusive cross-sector research, featuring insights from Board-level Executives, CEOs, and Partners across industries such as IT, tech, finance, energy, retail, health, and media. It provides a comprehensive analysis of business sentiment, emerging risks, and strategic opportunities for the year ahead.

Declining Business Confidence Amid Rising Risks

The findings reveal a decline in business confidence compared to 2024, driven by stagnating economic growth, financial market volatility, and geopolitical tensions. Business leaders attribute these challenges to technological disruptions, regulatory changes, supply chain disruptions, and political instability.

The report has been welcomed by key figures such as John Lehal, former COO of the Labour Party; Harry Wallop, columnist for The Times; and Tallia Storm, broadcaster and social media strategist, as a must-read for decision-makers navigating today’s uncertain world.

Key Findings from the Report

Business Sentiment:

• Rising Risks: Over half (57%) of business leaders expect business risks to increase in 2025.
• Top Concerns: Technological disruptions (29%) and regulatory changes (27%) are seen as the greatest risks, with 51% of leaders feeling only ‘somewhat prepared.’

AI: A Double-Edged Sword

• Concern about AI: Two-thirds (65%) of business leaders express worry over the potential risks AI poses to their organisation, including its impact on reputation.
• Data Privacy at the Forefront: Data privacy breaches (42%) are the top AI-related risk, followed by deep fake fraud (18%) and algorithm bias (17%).
• Opportunities with AI: Leaders also recognise AI’s potential to improve operational efficiency (48%) and reduce costs (39%).

Communication Priorities:

• Digital Domination: Nearly half (49%) of business leaders cite online media as their top communications priority for 2025, significantly outpacing print (6%) and broadcast media (5%).

Adapting to Government Reforms:

• Limited Confidence: Over half (56%) of business leaders feel only ‘somewhat’ confident in their ability to adapt to new government policies and legislation.

Expert Insights from the Launch Event

Heather Blundell, Grayling UK CEO:

“Our exclusive research reveals that business leaders face greater risk and uncertainty this year, fuelled by the increasingly complex interaction of geo-political upheaval, financial market volatility and rapid technological advancement. The ambition is that this report boosts business confidence by equipping business leaders with the most important insights and strategic advice to adapt, keep pace and seize the opportunities ahead.”

Tallia Storm on creating strong social content:

“AI can steal our words but not our voice. People want to see relatable content, such as sharing mistakes or funny content. Only humans can do this and create the emotion that people connect with. For brands, my advice is to be relatable, have a voice and be real with it. Brands spend so much money on TV ads but they should also focus on capturing unfiltered moments in real-time that keep content authentic.”

Harry Wallop on working with PRs:

“My top tip for PRs is to read a newspaper! The pitch and press release has to mirror content that a journalist and their organisation would actually cover, and always personalise emails. It also doesn’t have to always be news. People want good content so make it interesting, entertaining and pitch it in an interesting way that makes me sit up and want to get behind the story.”

John Lehal, Grayling Board Member and former COO of the Labour Party:

“The business community across all sectors and regions has the answers and expertise to address the main challenges facing the Government. From stimulating economic growth to public service reform; improving skills to planning reforms. This is an important time for business leaders to engage and inform, helping to deliver jobs, attract investment and spread opportunity right across the UK.”

Final Thoughts

As 2025 unfolds, Grayling UK’s report provides businesses with actionable insights to navigate uncertainty and create a competitive advantage.

Click here to download the full 2025 UK Trends Report and explore how your business can prepare for the year ahead.