Enough with the 'trends' - let’s talk about what really matters

It’s February, and the internet is still filled with predictions about the biggest internal comms trends of 2025. But here’s the thing: most of them aren’t trends at all. They’re just what we, as internal communicators, should just be doing as standard.

Instead of getting caught up in buzzwords, I feel we should focus on what really matters: delivering meaningful, effective communication that wins the hearts and minds of employees - wherever they work. Our job is to create an environment where people thrive. AI might help us do that, and it’s not a trend. It’s a tool, like many others, that can support our work. So rather than forecasting, let’s talk about what we should be embedding into our comms strategies right now - and for good.

AI is here to stay. So use it properly

No 2025 list is complete without a mention of AI. But let’s be clear - it’s not a passing trend. AI is a tool that can enhance our work, streamline processes, and help us work smarter. The real question is: how are you using it?

Right now, there’s a growing divide between teams who are integrating AI into their workflows and those lagging behind. If you haven’t started using AI yet, now is the time. But it should never replace critical thinking, creativity, and human connection. AI-generated content still needs a human touch to be effective. If you need help getting started, keep an eye out for our interview with AI expert Frank Dias coming up soon!

Communicate less. But do it better.

We’ve known for years that information overload is a problem. Employees are bombarded with messages, and it’s our job to cut through the noise, not add to it.

Instead of sending multiple emails that get lost in inboxes, we should be focusing on quality over quantity. One of the best ways to do this? Consolidated email digests. Instead of different teams sending company-wide emails whenever they feel like it, create a structured, well-crafted digest that brings everything together in a way that employees will actually read. It’s not a new idea, but it’s one that more organisations should be implementing as standard practice. If you want an example, take a look at our own Cosy Meerkat newsletter.

Personalisation isn’t a trend. It’s a necessity.

The idea that we should be personalising communications is not groundbreaking - it’s just good practice. People engage more when content feels relevant to them, and with AI and automation tools, personalisation is easier than ever.

Start simple: tailor communications by role, location, or preferences. This is especially useful for large multi-site organisations where one-size-fits-all messaging simply doesn’t work. If we want employees to engage, we need to make sure our messages actually matter to them.

Frontline workers deserve better comms. Make it happen.

This one is a big passion of mine. For too long, internal comms has focused on desk-based employees, leaving frontline workers relying on managers to cascade information. This approach is outdated and ineffective. These employees are often the face of the brand - if they’re not engaged, it shows.

More organisations are finally starting to prioritise frontline communication, but this shouldn’t be seen as a trend - it’s an essential part of business success. The solution? Mobile-friendly employee apps, workplace social platforms, and communication tools that reflect how people engage in their personal lives (think Instagram - or TikTok-style updates). It’s about meeting employees where they are, not where it’s easiest for us to reach them.

Forget the trends - focus on what works

Rather than chasing the latest buzzwords, here at Cosy Meerkat, we’re focusing on doing what internal comms are meant to do: creating meaningful, effective communication that helps people thrive at work.

AI, personalisation, less noise, and better frontline comms - these aren’t trends, they’re the building blocks of great communication. I’ve seen so many posts this year with so many different ideas. But they’re not trends. They’re business as usual. So let’s stop talking about them as if they’re new ideas and start embedding them into how we work, every single day.

What do you think? Are you with me? Finally moving beyond “trends” and into best practice? Let us know - we’d love to hear your thoughts