As we set our sights firmly on 2025, one question stands out: will it be a year where you disrupt, or are disrupted? This was the theme of our latest breakfast event which saw marketers from across the financial services sector come together to share their perspectives, discuss upcoming challenges and most importantly explore the opportunities the new year will bring. A special thanks to Paul Flatters from Trajectory for co-hosting the event and providing valuable future insight, which is also reflected in this blog. 

Consensus was particularly strong in that change isn’t going away in 2025. What matters most is how we prepare for it, adapt to it and identify the opportunities it presents. There is an appetite to partner with businesses not to be paralysed by change, with many of the marketers around the table advocating the need for brand communications in times of change.

In a year that will see new Governments settling in around the world, there is an expectation that the regulatory environment will be a key part of the change agenda – directly impacting the financial services industry, economies and consumers. Navigating this kind of change will require advocacy and a sense of urgency to ensure that businesses are ready to fulfil the evolving needs of their customers.

One societal shift that will continue to reshape communication with audiences in 2025 is increasing polarisation politically, economically and in personal viewpoints. The growing divide makes it harder to find common ground, and in turn, reaching audiences is becoming increasingly nuanced and tailored. As a result, speaking to different segments in a unified voice is a growing challenge. Trajectory’s Optimism Index data illustrates this polarisation, with some individuals feeling really buoyant and optimistic and others deeply pessimistic. This is a challenge for brands that are trying to reach a broad audience, as the mood and outlooks of those they are targeting are very varied.

The flip side of this challenge is the deep connection that can be made with the right audiences, those who really align with your business’s values and proposition. We focused on the Millennial generation, a generation set to reach their financial peak in the coming decades. Financial services brands have a unique opportunity to build deep and meaningful connections with this group, whose purchasing power will accelerate in the years ahead. Given the size of the Millennial generation, there is a clear impetus to have them as customers. As the generation that transitioned from analogue to digital, they have a unique blend of communication needs, the opportunities for communicating with them are varied and flexible.    

As financial services brands and the marketers that connect them with their audiences look ahead to 2025, we are reminded of the cynical nature of change and the challenges and opportunities it brings. ‘This too shall pass’ springs to mind. For me, the confidence, expertise, enthusiasm and energy shown by the industry’s talent is what will guide us forward. A way that is creative, transformative and truly connected to the audiences that matter.