Empower's Digital Trends & Insights Report 2025

Introduction

In an era defined by rapid technological advancements and shifting societal norms, the digital landscape continues to evolve at an unprecedented pace.

This report sheds light on the key trends and insights shaping the digital world, offering a comprehensive overview of the challenges and opportunities facing organisations across various sectors.

Earlier this year we conducted 15 interviews with leaders at organisations that we have the privilege of partnering with. Quotes have been anonymised and then woven through the eight emerging trends that we’ve mentioned throughout all our interviews.

As we navigate into 2025, we find ourselves at a critical juncture where traditional business models are being disrupted, and new ones are emerging. Digital is no longer just a tool for business; it has become the very fabric of how we communicate, work, and interact with the world around us. 

And that’s before we face up to the impact that AI is having.

AI brings with it a host of complex issues, from the new intricacies of workforce dynamics in an AI world, to the ethical considerations of emerging AI technologies.

Our report delves into eight key areas that are at the forefront of this digital evolution. Each section provides a deep dive into the current state of affairs, highlighting the challenges, opportunities, and potential future directions – good and bad.

As organisations strive to remain relevant and competitive in this fast-paced environment, understanding these trends becomes not just beneficial, but essential. 

Whether you’re a startup looking to disrupt the market, or an established organisation aiming to maintain your edge, the insights contained within this report will provide valuable guidance for navigating the complex digital ecosystem.

We invite you to explore these trends, reflect on their implications for your organisation, and consider how you can leverage them to drive innovation, enhance impact, and create meaningful change.

Want to chat more about these insights and what they mean for you? 

Email us at hello@empower.agency and we can take you through our findings.

Ben Matthews and Jaz Cummins

Co-Founders, Empower

1. Digital landscape

The digital realm is not just evolving; it’s revolutionising how we communicate, work, and engage with the world around us. Political, social and technological factors are leading to rapid shifts, and sustainability – once on the periphery – has now moved to the centre of business strategies.

2. Digital marketing strategies

Effective digital marketing isn’t about being everywhere. It’s about being exactly where your audience is, with the right message at the right time. As the landscape changes at an unprecedented rate, strategic planning faces new challenges. What’s to say that the strategy you have devised after much consultation will still apply to your organisational needs in 6 months’ time?

3. Content creation and video production

The future of content is visual, dynamic, and diverse. Organisations that master video storytelling will lead the digital conversation. You’ve heard it before: content is king. But the methods of producing and subsequently disseminating your content are evolving. On video content, we have already seen a shift towards shorter, more engaging and less ‘polished’ productions.

4. Website strategy, modernisation and accessibility

A website is no longer just a digital brochure. It’s the hub of an organisation’s digital ecosystem, driving engagement and achieving strategic goals. Maximising your website’s impact requires different tactics than what you might be used to, and when done effectively, you can really speak to your audience in a meaningful way.

5. Social media strategy optimisation

Social media success is no longer about broadcasting your message. It’s about fostering a community where your brand and audience grow together. Strong brand visibility and maximum engagement on your social media channels means refining your strategy, which in itself is highly platform-dependent. Plus, what is the future of X? Does your organisation have a place on Bluesky?

6. Impact measurement and reporting

Measuring the impact of organisational efforts, particularly in areas like nonprofit work, presents unique challenges. We are in the age of big data, and leveraging the advanced analytics that you now have access to should help inform key business decisions. Data in and of itself won’t serve you well though; use automation to your advantage.

7. Workforce dynamics

In today’s digital landscape, diversity isn’t just a goal. It’s a business imperative that drives innovation and reflects our global society. Hiring and retention is often a challenge to organisations, and this makes it hard to create a workforce that accurately reflects the diversity of the wider public that you are trying to talk to.

8. Productivity and workflow management

Several years after remote and hybrid working became more mainstream, some workplaces are still grappling with asynchronous working. In the digital workplace, the right tools don’t just boost productivity; they transform how teams collaborate and innovate. It’s never been more essential to have the right mix of tools and processes in place to maintain your organisation’s productivity, all while safeguarding your team’s wellbeing.

Conclusion: The digital landscape is transforming too quickly for a ‘business as usual’ approach

In today’s digital communications and marketing world, it’s clear that organisations need to evolve with the times to stay successful. Our Digital Trends & Insights Report, informed by those who have adapted first hand to the past year’s challenges, will help you to navigate the evolving digital landscape.

The further reading contained throughout the report also gives additional opportunities to explore the ever changing marketing landscape.

If you’d like to chat to one of our team about the report, or about how Empower can help you and your business, then get in touch via our contact us form.