Mumbai: Ipsos has released the eighteenth edition of its Reputation Council Report, identifying the key trends shaping corporate communication and reputation management. Titled “The Eye of the Storm”, the 2025 report draws insights from in-depth interviews with a record 161 global communications leaders and spotlights how Chief Communications Officers (CCOs) are evolving from messengers to strategic sense-makers within organisations.
In today’s world of polycrisis, the study finds that “Strategic Silence” has become a crucial approach for communicators navigating increasingly complex global dynamics. A significant 32% of Reputation Council members now favour strategic silence over outspoken corporate activism on divisive issues, with only 21% preferring to speak out — reflecting a growing shift toward cautious, calculated engagement.
“Communications leaders are operating in a state of persistent turbulence,” said Milorad Ajder, Global Service Line Leader, Corporate Reputation, Ipsos. “Our report reflects the evolution of the CCO’s role to strategic navigator, providing nuance, clarity and actionable insights to the C-Suite in the face of ongoing geopolitical, social, and technological storms.”
The report also notes a measured recalibration in ESG communications, with 80% of Council members predicting a more tentative stance over the next year, and 75% observing that corporate leaders are diluting their ESG commitments. Yet, 52% of respondents acknowledge ESG as a transformative force in business operations, anticipating its deeper integration into corporate DNA in the long term.
“The move from corporate activism to Strategic Silence is a deliberate, risk-assessed response to an increasingly polarised world,” added Ajder. “CCOs are now prioritising authentication over amplification, embedding ESG principles into core business strategy and engaging in discreet, targeted communication with key stakeholders.”
Ipsos also highlights that 91% of Council members now have direct access to CEOs, reinforcing the CCO’s pivotal advisory role in interpreting turbulent external environments and shaping strategic decisions.
The report further explores the paradox of AI adoption in communications: while 57% of CCOs use AI daily, only 43% believe they do so “meaningfully,” down from 58% last year. Moreover, 67% feel their organisations lack adequate ethical frameworks for AI usage, signalling a shift from early enthusiasm to a more cautious, informed engagement with the technology.
Ultimately, the Reputation Council Report 2025 positions “strategic silence” and reflective analysis as key instruments in navigating uncertainty — guiding communicators to balance purpose with pragmatism amid global volatility.
