Look Back, Then Look Ahead: 2023 Communications Trends to Pay Attention To

As we hurtle towards 2023 wondering what happened to 2022, it’s finally time to reflect on all the things that shaped how we communicated this past year and look ahead to what’s next.

For those of us who work in communications and PR, this means analyzing data, identifying lessons learned from past experiences – failures and successful campaigns – and getting ahead of future trends.

Here’s what we saw and what we think companies and brands should pay attention to as they plan out the next 12 months.

1. Getting Granular
   
   This past year has shown PR teams that accountability is not only an important aspect for the businesses we represent but also ourselves. 2023 will bring even more data-driven metrics to the forefront with agencies looking to streamline their reporting to ensure all measurements of success are being accounted for. Through affiliate links and programs, as well as new AI analytics tools at our fingertips, it’s finally possible to track granular results, going beyond overall reach to report on the ones that matter most to clients – the ones that are investing in their products/services.
   
   We can finally get numbers on readership by article and multimedia viewership, as well as measure the success of communications campaigns and quantify who has seen a piece of content, engaged with it, resonated with it or hated it, shared it and so much more.
   

2. Points For Transparency
   
   2022 has taught us that consumers care about the brands that they invest in. They want to know what they stand for, inclusivity and diversity of leadership and employees, where they make their products, and how they plan to give back. Consumers have spoken and they don’t mind paying a small premium to support local brands and makers that align with their core values. According to Shopify, 49% of North Americans are more likely to purchase from a brand due to its local presence.
   
   None of this is going to go away in 2023 so it’s important that brands continue to focus on transparency, authenticity, empathy and an overall message that is relevant and resonates within the communities they serve. We may even see an increase in local or amalgamated loyalty programs, because let's face it, Canadians are the most brand loyal of any nation and we do love our point systems.
   

3. Reputation Above All Else
   
   Similarly to the point above, reputation is going to mean more than ever in the coming year. In addition to a need for more transparency, customers have also shown that they value brands that put their money where their mouth is on issues that matter most, such as inclusivity, diversity, and environmental sustainability.

   Consumers are looking to support brands that align with their values and ones that are doing their part to support things such as a more circular economy.
   
   A recent Strategy article noted that “Canadian consumers don’t just want to hear brands talk about sustainability. They want the companies they buy from to support their own efforts to be more sustainable and to proactively address environmental issues.” That’s according to American Express’ Trendex survey, which included a poll of 1,000 Canadians in mid-March. It revealed that 76% of Canadian adults would be more likely to trust and be loyal to a company that works to address environmental issues.
   
   Consumers are becoming savvier about spotting “greenwashing” and aren’t afraid of calling “bullshit” on brands that don’t hold true to the promises they are making.
   

4. The Evolution of Influential Voices
   
   Knowing who to align with and who will make the greatest impact on your business in 2023 will be key to getting your brand noticed for all the right reasons.  
   
   Rather than casting a big net in the coming year, spend time to really hone in on voices that align with your brand if you want to move the needle. Ask yourself, who is your core audience?  Who is spending with you and why? Find out what makes them tick before trying to cram a pre-set audience into a pre-determined strategy.
   
   It's not going to be easy, but it'll yield better results. Use those influencer voices for insights, and don’t be afraid to look for NEW ways to connect with those audiences. Go beyond nice pictures on Instagram and “push content” that doesn’t create a two-way conversation. Try to create an “experience” for customers and key decision makers, whether that’s through special discounts, affiliate programs or other.
   
   Oh, and don’t forget about the needs/wants/interests of a new gen-z consumer audience that is slowly taking over the millennial focus that has been so prominent in recent years. They are going to care about authenticity, inclusivity, and transparency even more than their predecessors.
   

There’s no denying that the last few years have brought their fair share of communication challenges, but the pandemic and its aftershocks have also opened our eyes to new ways of connecting. Leverage the platforms that matter most for your audience and learn about them before diving into content development.

Although we don’t have a crystal ball in front of us, it’s important to prepare and these are the likeliest of scenarios you’ll want to make sure are accounted for in your 2023 communications planning.