Comms leaders unprepared for next decade, report

Zeno Group has released global research indicating that communications is gaining influence across business strategy, growth, and risk management, even as many professionals in the field question whether they are prepared for the coming decade.

The study, Clarity 2030: Communications at a Crossroads, examines how the function is evolving as organizations approach 2030, a milestone shaping long-term economic, political, and workforce strategies.

Based on conversations with more than 1,400 communications leaders worldwide, the research points to a growing role for communications within executive decision-making, particularly as companies place greater emphasis on reputation, AI governance, and organizational culture.

Communications leaders gain influence in strategy

The findings suggest that communications leaders are increasingly involved in business leadership. According to the study, 72 percent of communications professionals expect the function to play a larger role in shaping strategy, growth, risk, and workforce decisions by 2030.

At the same time, only 29 percent say they feel fully prepared at the individual, team, or organizational level for the changes ahead. While most respondents remain confident in their current capabilities, 77 percent believe communications will require entirely different skill sets by the end of the decade.

Barby K. Siegel, Global CEO of Zeno Group: “Communications is no longer adjacent to the business. It is the business. We are moving from being managers of the message to drivers of strategic growth and that is an important and exciting shift. We believe the organizations that re-think the structure, skills, and support communicators need will translate communications into measurable business impact.”

AI leadership expectations outpace tools

The research highlights artificial intelligence as a defining issue for the communications industry. Around 65 percent of communicators say they hold greater influence than IT teams in shaping AI adoption within their organizations, with many involved in leading or supporting change management efforts.

However, the study shows that access to AI tools remains uneven. Fewer than half of respondents report that all teams have access to company-approved AI systems, while nearly one in five say employees are using unsanctioned tools.

Changing media discovery and credibility dynamics

The report also points to a shift in how information is discovered and trusted online. Seventy-nine percent of communicators say earned media is becoming more important in shaping reputation as large language model search gains traction over traditional search engines.

By 2030, 58 percent of respondents believe AI engines will have the greatest influence on perception and trust, surpassing algorithms, social feeds, and human voices such as journalists, creators, and executives.

Creative thinking and leadership judgment gain importance

Beyond technology, the research identifies creative experimentation as the most important human capability for communications leaders in the future. Emotional intelligence, adaptability, and the ability to make decisions under pressure are also highlighted as critical leadership traits.

The study suggests these qualities will increasingly differentiate communications professionals as automation handles more operational tasks.

Thomas Bunn, Chief Client Impact Officer at Zeno Group: “This is not a warning about what communications might lose. It is an opportunity to firmly position communications as a strategic growth engine at a time when the stakes have never been higher and the role of communicators has never been more integral to business success.”

Workforce retention emerges as a challenge

The report also points to potential talent retention challenges within the industry. According to the research, 44 percent of communications professionals say they could imagine leaving the field by 2030.

Respondents cite concerns including AI disruption, leadership misalignment, job security, and limited career advancement. At the same time, many say they remain motivated by creative fulfillment, varied work, flexibility, and the opportunity to influence leadership and business decisions.

The full report can be accessed here

www.zenogroup.com

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