Revisiting the 2022 Red Sky Predictions: Ep. 27 of Red Sky Fuel for Thought podcastWhat You’ll Learn in This Episode:* How some of our 2022 predictions are playing out * What brand communicators and marketers should monitor heading into 2023Each February, we publish an annual Red Sky Predictions 2022 (https://redhavas.com/red-sky-predictions-2022-red-havas/) report that forecasts 10 fundamental trends shaping the integrated communications and PR landscape. It features the collective insight of Redsters from around the agency’s global network and is intended to serve as a playbook for brand communicators and marketers to help make sense of the lessons the pandemic has taught us.In this month's episode, Red Havas’ Linda Descano, CFA® is joined by fellow Redsters and agency leaders James Wright (https://www.linkedin.com/in/james-wright-a8a328/), Lisa Davidson (https://www.linkedin.com/in/lisa-davidson-b4a5644/), Lesley Sillaman (https://www.linkedin.com/in/lesley-sillaman-she-her-629bb66/) and Matthew Thomas (https://www.linkedin.com/in/matt-thomas-79b8a454/) to discuss the current state of our 2022 predictions, including what has played out as anticipated and what in on our radar for the rest of the year heading into 2023.To start things off, James Wright, who is global CEO of Red Havas Group and global chairman of the Havas PR Global Collective, sets the scene for the current state of our 2022 predictions.“A lot of these predictions are coming to the fore in a big way,” says James. “With the unpredictable environment that we've been working and living in over the last couple of years, it can be challenging to come up with these types of predictions. But some of them have manifested themselves quite clearly in the last six months.”First up for discussion is our “Corporate Purpose or Bust” prediction, which focuses on the continued shifts in substance, style and tonality of brand communications to allow for deeper connections with consumers. “One of the biggest challenges for many of our clients is how to navigate around purpose and demonstrate it in a meaningful way,” says Matthew Thomas, executive director of corporate affairs for Red Havas Australia. “The social media conversation around major events is moving faster than some corporations can keep up with, which makes their communications feel a step behind or reactive. Fundamentally, it’s about raising the profile of communications within organizations to demonstrate purpose in a period of significant change.”“Employees have been a big driver for the shift in corporate purpose," says James, referencing our “From Pledges to Progress (https://redhavas.com/new-red-havas-white-paper-explores-what-brand-purpose/)” white paper. "Businesses have had to shift from communicating and demonstrating the 'why' of corporate purpose to demonstrating the 'how' of corporate purpose. The pressure and expectation for organizations to take a stand on key social issues has increased dramatically in recent years. Employees now expect that the companies that they work for and buy from have a purpose beyond their own profit.”“Companies also need to show an aptitude to act on their purpose very quickly,” says Lesley Sillaman, EVP. “You need to be purposeful with your purpose by determining which set of issues to stand for, where you have the right to engage, where you've earned a place in the conversation, and what is material to your business so you can speak up in a credible way with your audiences.”“It's about purpose built from the inside out, starting with employees and going outward,