Navigating Complexity—Insights for CCOs in 2025

In 2025, CCOs are at the epicenter of navigating complex risks while driving opportunities that shape trust and connection in a fragmented world. Our Spring Seminar this March will focus on how CCOs help their enterprises thrive amid the chaos that has seemed only to grow in recent years. 

The following perspective is derived from a survey of 40 global Page member CCOs, asking about the biggest opportunities and risks they see for organizations in the year ahead and offering advice for CEOs from their unique vantage point as CCOs.

Building on last year’s research, new insights reveal key challenges and opportunities that define the path forward for communication leaders. 

The Top Risks Facing CCOs in 2025

1. Resistance to ESG and DEI Initiatives
   In an era of increasing skepticism toward environmental, social, and governance (ESG) efforts and diversity, equity, and inclusion (DEI) programs, organizations are grappling with pushback from activist campaigns and polarized stakeholder expectations.
   CCO Challenge: lies in effectively managing reputational risks while reinforcing these commitments with authenticity and clarity. New Page research with maslansky+partners can help.
   
2. Polarization and Societal Divides
   Societal fragmentation has made stakeholder engagement a minefield.
   CCO Challenge: CCOs must address the widening gap in societal beliefs without alienating audiences. Maintaining neutrality while fostering inclusivity is a fine balance critical to navigating divided societies.
   
3. Geopolitical Shifts and the Rise of Populism
   Populist and autocratic movements, along with geopolitical instability, are reshaping global business dynamics.
   CCO Challenge: The reemergence of figures like Donald Trump exemplifies how power shifts can create uncertainty for enterprises operating across borders.
   
4. Low-Trust Environments
   Trust in institutions—including media, government, and businesses—remains alarmingly low.
   CCO Challenge: As communicators, CCOs are uniquely positioned to bridge this gap by championing transparency, integrity and accountability in all interactions.
   

Opportunities for Leadership and Innovation

While the risks are formidable, CCOs also see opportunities to lead their organizations into the future:

• Building Trust Amid Complexity
  Trust remains the cornerstone of effective engagement. CCOs can act as stewards of corporate character by aligning actions with values, ensuring consistency between words and deeds, and becoming reliable voices during crises.
  
• Leveraging AI and Technology
  The adoption of AI and emerging technologies presents a transformative opportunity for CCOs to deepen stakeholder engagement. Many CCOs mentioned using AI to personalize communication at scale, allowing them to better understand and meet the expectations of diverse audiences while enhancing efficiency and impact.
  

Advice for CEOs from CCOs

Survey respondents provided candid advice to CEOs on navigating this challenging landscape:

“Don’t overreact to external events. Trump, populism and backlash against DEI, ESG, etc., are real and require us to rethink some things but not everything.” 

“Give as little oxygen as possible to the ever more ridiculous and unproductive statements from political world leaders and their entourage (read: Elon Musk). We don’t want to add to polarization…be there for ALL employees and reassure the world that we can overcome the worrying movement to global tension.” 

“There is strength in numbers. The desire to step back from controversy further erodes the CEO’s right to have a voice in major societal conversations.” 

“Don’t lose the trust and credibility of your own workforce…You are one of the only “institutions” your employees still trust.” 

“‘Clarity in the first few words’ is really, really important. Our audiences are making up their minds in SECONDS.”

“Change your messaging, not your meaning. We need to adapt how we communicate to the changes in the social and political environment.” 

“The United Healthcare issue showed us that we need to better understand and listen to the experiences of our customers.”

The risks may be daunting, but the opportunity for CCOs to shape a better future has never been greater. 

Page also partnered with the Harris Poll to publish research on the broader communications landscape with the Page-Harris Poll Confidence in Business Index. This complements these CCO-only insights to reveal a more complete picture of the landscape in which CCOs are operating.