Predictions for 2025: The Financial Services Edition
by Alicia Buckley, Consultant
As we head into 2025, the financial services landscape is set for a shift. From private markets gaining prominence to renewed focus on sustainability and evolving leadership visibility, these trends are likely to significantly influence the corporate affairs space.
Continued Pivot to Private Markets
It’s no secret that as traditional equity events slow, many communications consultancies are going after the private and debt markets to fill that gap.
Historically, PE firms maintained a defensive approach to reputation, shying away from proactive media engagement. Now, with the rise of digital platforms, reputation management is shifting from reactive defence to future-proofing strategies. Businesses need to build their profile and protect their narrative in a highly visible era to navigate any potential scrutiny, regulatory changes, or crises. As they say, the best offence is a strong defence.
Spotlight Back on Green and Sustainable Finance
Sustainability has long been on the agenda but in 2024, financial pressures somewhat pushed ESG initiatives into the background.
VC funds like Breakthrough Energy Ventures, founded by Bill Gates and backed by leaders such as Richard Branson, Mark Zuckerberg, and Jeff Bezos put green tech and clean energy investments back into focus.
Global net-zero targets remain critical, and candidates are increasingly prioritising roles and portfolios that align with their personal values.
Increased Executive Visibility
Senior executives are more accessible than ever through digital channels such as LinkedIn, connecting with audiences on a personal level.
A standout example is António Simões, CEO of Legal & General, whose refreshing approach focuses on humanising leadership – talking about family, personal interests, and values rather than simply financial performance.
The success of this reflects a broader industry trend: leaders as people. Businesses that embrace this style of leadership will resonate more deeply with clients, employees, and investors.
What comes next?
As we step into 2025, corporate affairs teams will play a critical role in helping financial firms navigate these challenges – turning them into opportunities for connection, reputation, and growth.
I’m looking forward to sitting down with corporate affairs leaders in the FS space next year to discuss their thoughts.
MadlinHanna Consulting is a recruitment consultancy specialising in public affairs, corporate communications and financial PR. Contact us in London on +44 (0) 20 8088 4102 or in Brussels on +32 (0) 2 586 38 98 for more information or a confidential conversation about these services and more.