As the festive season approaches, we’re already looking ahead to the trends that will shape 2025 and how companies can prepare for what’s to come. At SPOKE, we’re focusing on three key areas: a surge in M&A activity, the rise of contemporary media, and the importance of being ready for the unexpected.

Opportunities worth watching

It’s widely anticipated that 2025 will be a big year for mergers and acquisitions (M&A), with larger organisations eyeing small to mid-cap companies for strategic deals.

This trend is already taking shape, as seen in last week’s A$5 billion bid by Northern Star Resources (ASX:NST) to acquire De Grey Mining (ASX:DEG): an eyewatering deal likely to be ratified by shareholders in Q2 in the new year.

The proverbial ‘elephant in the room’ that’s set to heavily influence market activity is the Federal Government’s tightening of M&A regulations under the Treasury Laws Amendment (Mergers and Acquisitions Reform) Bill. These stricter rules that will come into effect in early 2026 are expected to prompt a rush of deals, presenting key opportunities for companies to act decisively.

Globally, big-ticket M&A moves are also making headlines. This week, Mondelez, the maker of Oreo and Cadbury, launched a takeover bid for Hershey’s. If successful, the merger would create a $50 billion confectionery giant.

The news alone sent Hershey’s shares soaring by nearly 15% in a single day: a clear demonstration of how M&A announcements can impact market value.

For companies, clear and consistent communication with shareholders and investors will be critical during this period. Listed companies, in particular, must ensure their investors, those who have put their capital on the line, are kept informed and derive maximum value from any deal.

Rise, and rise, of contemporary media

This year’s US Presidential Election was dubbed the ‘podcast election’, with now President-Elect Donald Trump taking full advantage of podcast platforms to promote his messages and connect with wider audiences.

From The Joe Rogan Experience to The All-In Podcast, Trump’s appearances highlighted the growing influence of non-traditional media, with the election’s red sweep across the US underscoring the impact of these alternative platforms.

The trend towards using diverse mediums like podcasts, reels, and other contemporary media has been growing steadily. In 2024 alone, the global number of podcast listeners increased by nearly 8%.

For companies, this reinforces the need to diversify their media and communication strategies. Expanding into emerging platforms can help broaden audience reach and connect with new demographics.

It’s why companies need to include diversification in their media and communication strategy for the new year, to expand audience reach and type by targeting new platforms.

Preparing for the unexpected

Optus, Woolworths, and Mineral Resources all had one thing in common during 2024.

  • Optus faced a nationwide outage, leaving millions of Australians without mobile phone and internet access
  • Woolworths sparked national headlines for all the wrong reasons after its CEO walked out of an interview
  • Mineral Resources suffered a $500 million loss in share value following revelations of alleged fraudulent behaviour by its CEO

Each crisis was handled differently, but all underscored the importance of having a robust crisis communications plan. For companies of all sizes, planning for the unexpected should be a top priority in 2025.

Looking ahead

At SPOKE, we’re excited about the opportunities 2025 will bring: a year that will no doubt be filled with new challenges, fresh platforms and innovative ways to connect with audiences.

As a national leader in media and investor relations, we’re ready to help our clients make the most of what’s ahead.

A new year, a new horizon of possibilities.