Archive

Reports

  • The Era of Intentional Fragmentation

    March 30, 2026

    At first glance, it looks like chaos.   For years, starling murmurations baffled scientists. Thousands of birds wheeled across the sky, appearing unpredictable to the naked eye. Until closer study revealed something else: that each movement followed simple, deliberate rules. What looks like chaos is, in fact, curated.   Digital audience behaviour today is following a similar pattern. What appears as scattered platform fragmentation is actually audiences deliberately engineering their own information ecosystems as a result of declining trust, platform bloat, AI-generated noise, and...

  • Culture Report 2026

    March 23, 2026

      What do extended consumer lifespans mean for brands? And how can they show up for consumers in the right way? We’re entering an era where wellbeing is shaped not by youth, but by longer lives, evolving identities and a global shift toward prevention and longevity.  The wellness economy is booming, reaching $6.8T in 2024 and forecasted to hit $9.8T by 2029. The demographic signal is clear: the number of people aged 100+ is projected to rise from roughly...

  • The Patient Engagement Gap Your Competitors Are Closing

    February 27, 2026

    By Barry Sudbeck and Laura Musgrave Here’s a question more pharma executives are asking: does patient engagement deliver measurable value, or is it primarily reputational?  It’s a fair question.  In an era where pharmaceutical innovation must demonstrate its value not only through clinical efficacy but also through demonstrated patient relevance, the question is no longer ‘whether’ to engage patients – it’s whether that engagement translates into an advantage.  New research from FleishmanHillard’s Global Health & Life Sciences group suggests it may. Released in recognition of Rare Disease Day, The Patient...

  • Corporate Affairs Trends for 2026

    December 10, 2025

    We’re pleased to share our latest 2026 Corporate Affairs Trends Report. Building on last year’s forecast, this year’s trends reflect data, observation, and conversations with clients at a time when uncertainty, pressure on communications leaders, and expectations from executives and stakeholders have only intensified. Each trend outlines what’s happening, why it matters in a landscape that is increasingly complex and rapidly evolving, and offers practical value as you plan for 2026 — including the impact...

  • Progress, not perfection: sustainability in the era of transparency and action

    October 23, 2025

    Sustainability has become a lightning rod for political debate in the past 12 months. However, our new research shows that sustainability remains a significant priority for businesses in the UK. In fact, two-thirds (66%) of UK business leaders report they are becoming more vocal as global debates intensify. But that doesn’t mean it’s easy. While sustainability clearly remains high on the agenda, talking about it publicly feels increasingly daunting. The pressure to communicate effectively –...

  • Leading in the era of the compounding crisis

    October 2, 2025

    Written by Nic Daley and Hannah Cambridge Navigating an organisation through a crisis has always been one of the most demanding requirements of executive leadership. We’ve walked alongside leaders as they've faced the toughest moments of their careers, with crises threatening not only licence to operate, but livelihoods and life itself. And in the modern era, amidst turbulent geopolitical tension, conflicting expectations and unyielding scrutiny, these challenges no longer strike in isolation – they overlap...

  • Beyond the Basket: The cultural forces that are shaping how Gen Z shop

    March 19, 2025

    For Gen Z, the journey to purchase is not linear. It involves a complicated web of touchpoints cultural influences. The notion of brand love is changing as “hype” trend cycles speed up, new brands emerge, stale brands die, dead brands are resurrected and iconic brands trailblaze by staying culturally tuned into the behaviors and attitudes of their communities. In order to stay ahead of the curve, brands need to balance being omnipresent in the hearts...

  • Achieving Outsized Impact by Building Stronger Country Reputation

    February 18, 2025

    By Michael Hartt, Senior Partner & Head of International Affairs  View full report here. In a world of fragmented geopolitics, economic volatility and societal upheaval, countries around the globe are navigating greater complexity than ever before. They will be defined by how they navigate this pressure-filled landscape.   If they can do so successfully, the results are significant: economic opportunity, greater peace and security, progress on climate action, humanitarian crises and other challenges, and progress on...

  • Corporate Affairs Trends for 2025

    December 17, 2024

    We're pleased to share our latest 2025 Corporate Affairs Trends Report. Using data and research, our team has forecast key trends for 2025 that corporate affairs leaders and anyone doing communications with an element of corporate, reputation, crisis, or risk mitigation ought to be preparing for. Every trend includes background information, a specific articulation of what’s going to be happening, and, crucially, recommendations for practical actions. Trends forecasting is necessarily an exercise in opinion. There...

  • Will gen AI change the game? Understanding the hopes, fears and ambitions of communications and marketing decision-makers

    October 23, 2023

    It’s almost a year since generative AI exploded into our newsfeeds and onto the agendas of organisations from all sectors. Since then, we’ve been told that these tools could affect up to 300 million jobs, and even that AI technology could one day pose an existential threat to humanity.  The news cycle is moving so quickly and keeps throwing up compelling new developments – earlier this month, for example, the BBC said it was looking...

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