Stay true to yourself through the modern-day maelstrom

The holidays are upon us and CEOs and their comms teams can relax. Except they can’t, because one of the lessons of 2025 as the year draws to a close, is that theirs is a world that never stops. Not for one second.

Recently, I found myself as one often does in the run-up to Christmas, at an old-school lunch. Around the table we recalled some of the more colourful business titans of yesteryear, how they were swaggering buccaneers who knew what they wanted and by and large, got it. They didn’t do nice, rules and regulations were to be avoided or exploited. Along with social norms, such hindrances were for the little people. We all agreed: great characters, but they would not survive today. Not a chance.

Things that were once viewed as humdrum must now be taken seriously, examined minutely. Everything has to be scrutinised for consequences, intended and unintended. What will be the social media reaction, will it be picked up, will politicians climb aboard. Suddenly, that innocuous-seeming decision is an existential threat.

Employment policies, sourcing, pricing, waste management, labelling, building, marketing, hospitality, travel, cyber security, social behaviour, emails and posts - all of it and more, much more, has the ability to go viral and to cause long-lasting reputational damage.

Individuals are cancelled, so are brands. Just like that, instantly, no ifs and buts.

Everyone is waiting to pounce, not only those that are directly affected but politicians, commentators as well. Once it’s out, it’s theirs to play with and to exploit as they see fit.

You’re expected to be on top of AI, except you’re not on top of AI. No one is. You know it’s coming and you want to be part of it, but you’re also braced for the dangers it brings. So you make lay-offs and plan accordingly for the new, automated era. But that brings opprobrium, as people who are also aware of AI and fearful, are prone to anger. Machines replacing human beings - never a good look. It’s necessary, to keep up with your peers, but leaves you open to charges of profiteering. Us and them was a recurring play in 2025 and will be in 2026.

News moves at pace, fast and furious. Nobody can wait, they want it now. Similarly, there used to be newspapers, TV and radio with editions and bulletins. There still are, but they’ve been joined by influencers who opine when and how they wish. It was domestic audience first, then international; today there is no segmentation, the internet is global, the clock is counting 24/7 every day, including Christmas Day.

Views are polarised - there’s one hand, not one and the other. Appealing to common sense may prevail, but logic and reason don’t build followings. You must know who matters, who is coming up that will matter. By the time it’s new it’s old; it’s the new new that counts.

Somehow you must discern fiction from non-fiction, fact from fake. Not easy, when those in power lambast anything that is critical as untrue, while being unafraid to peddle untruths themselves.

The past 12 months were difficult; the next do not promise to be any better. I’m reminded of the famous New Year message from Albanian president Enver Hoxha back in the day: "This year will be harder than last year. On the other hand, it will be easier than next year". Through it all, stay true to yourself, to your brand, to your stakeholders, obtain advice and listen.

Enjoy the break, you’ve earned it.

ON MESSAGE WILL RETURN ON JANUARY 7TH