How CCOs Are Confronting 2025’s Challenges

This blog post is adapted from a conversation on The New CCO podcast.

Our Page-Harris Confidence in Business Index assessed the gap in confidence the public has in the ability of business to address key issues. Issues that stood out globally ranged from economic stability and job creation to corruption and environmental issues. We also surveyed our chief communication officer members, who identified the backlash against corporate ESG and DEI initiatives as their number one business risk for 2025.

These challenges will be central to this year’s Spring Seminar in Washington, D.C., where communication leaders will gather to discuss how to build resilience in uncertain times. In a recent conversation on The New CCO podcast, Spring Seminar chairs Mara Hedgecoth, Chief Communications and Marketing Officer at APCO and Bill Walsh, Senior Vice President of Integrated Communications at AARP, shared their perspectives on how senior communicators are adapting to these unprecedented challenges and why D.C. is the ideal place for these discussions.

The Evolving Role of the CCO

CEOs increasingly rely on CCOs as strategic advisors, expecting them to manage reputational risks, track societal trends and drive business transformation.

“CCOs today are expected to provide insights on societal and business trends, manage reputational risks, drive authentic engagement and enable change. Essentially, communication leaders are now integral partners to the CEO and the C-suite, helping shape and execute the overall business strategy.” — Mara Hedgecoth

Act with Agility: The risk environment is more dynamic than ever, requiring communication leaders to anticipate challenges and act with agility.

“Our Spring Seminar agenda was intentionally designed to provide diverse perspectives on the biggest issues facing organizations today. We’ll explore ways to work with the new administration, navigate global market shifts and equip communication leaders with tools to anticipate and mitigate risk.” — Mara Hedgecoth

Navigating a Polarized Landscape

For Bill, balancing the expectations of a highly diverse membership, their essential stakeholder group, requires a disciplined focus on core values.

“Every day, we’re making strategic decisions about how to position our organization, what we should say, how we should say it, and sometimes, whether we should say anything at all.” — Bill Walsh

AARP represents over 110 million Americans over 50, spanning the political spectrum. Staying nonpartisan and mission-driven is key.

“Our mission is to advocate for older Americans—fighting for Social Security, Medicare and age discrimination protections. These priorities don’t change, even as the political landscape shifts.” — Bill Walsh

Anchor in purpose: Resisting reactive decision-making and stay anchored in your organization's mission and values will help to build back trust.

“Organizations today are often pressured to take a stand on social or political issues, sometimes by stakeholder groups with conflicting objectives. Staying anchored to the organization’s mission and values provides a critical guidepost.” — Mara Hedgecoth

Why are Page and Page Up members meeting in Washington, D.C.?

“D.C. is where policy, business, and global affairs converge, making it the perfect place for this conversation.” — Mara Hedgecoth

Bill emphasizes the value of bringing an outside-in perspective:

“At AARP, we have offices across the country, and visiting them reminds me how different audiences outside the Beltway think and speak. It helps cut through the noise of daily political debates and focus on what truly matters to stakeholders.” — Bill Walsh

The Power of the Page Community

Beyond expert insights, Page members find immense value in peer-to-peer learning.

“The seminar is not just about hearing from experts—it’s about learning from each other, sharing challenges, and gaining confidence in our approaches.” — Mara Hedgecoth

“Page members are incredibly generous with their time and insights. Being able to exchange best practices, especially in this environment, is invaluable.” — Bill Walsh

The Bottom Line

CCOs are under mounting pressure to guide organizations through an era of disruption. Staying mission-driven, anticipating risk and learning from peers will be critical to success in 2025 and beyond.