Communication as a Competitive Advantage: 2025 Market Insights

Overview

• Strategic communication has become a defining competency for leadership. In 2025, business holds the highest global trust at 62%, outpacing NGOs (58%), government (52%), and media (52%), underscoring that corporations now serve as society’s primary trust anchor. 
• Direct leadership communication is critical to stakeholder confidence. A national survey of 1,084 U.S. voters found that CEOs (22%) and senior management (20%) are the most credible voices during crises, compared to 8% who trust a company spokesperson and 6% who rely on a brand’s social media channel. 
• Consistency between message and action defines enterprise reputation. Regulators and boards now consider communication integrity—a company’s ability to align its narrative with measurable outcomes—a core element of governance and risk management. 

Market Size & Growth

• Leadership development programs: Market projected to grow from $89.5B (2025) to $238.5B (2035) (~10.3% CAGR). 
• Internal communications software: Market valued at $2.65B (2024), forecast $7.21B by 2031 (14.69% CAGR 2024–2031).
• Executive coaching & leadership development: Global market estimated at ~$9B (2025) with growing enterprise adoption for C‑suite and succession 

Key Growth Drivers

• Retention & execution risk from weak internal comms. Only 9% of non‑desk workers are “very satisfied” with internal comms; 63% of employees considering leaving say poor communication is a contributor.  
• AI investment priorities at the top. 89% of CEOs are exploring/piloting/implementing agentic AI, reshaping how executive messages are created, personalized and governed. 
• Market impact of message design. More extreme language in earnings calls drives higher trading volume and larger stock price reactions around the call window—evidence that tone/clarity materially affect markets.

M&A Overview

• EQ (Equiniti) completed acquisition of Notified (PR/IR), May 1, 2025. Creates an end‑to‑end investor relations + PR + shareholder communications platform. 
• Axios HQ acquired Mixing Board (Dec 5, 2024; product launches in 2025). Expands internal‑comms training/community capabilities supporting executive communication at scale. 
• Thoma Bravo to acquire Verint (~$2B), announced Aug 25, 2025. Accelerates consolidation in AI‑powered customer engagement/communications platforms. 

AI’s Role

• One‑third of CEOs report GenAI increased revenue and profitability in the past year; ~50% expect profits to rise from GenAI investments ahead. 
• AI‑native employee experience/intranet platforms arrive. Unily Futures launched Oct 2025 to embed AI across design, delivery and measurement of employee experiences. 
• Board‑ready personalization and governance. With 89% of CEOs moving to agentic AI, communications leaders are scaling message personalization, compliance and measurement workflows. 

Competitive Landscape

• Staffbase recognized Leader in 2025 Gartner® Magic Quadrant™ for Intranet Packaged Solutions (IPS). 
• Firstup named Leader in 2025 Gartner® Magic Quadrant™ for IPS. 
• Unily named Leader in 2025 Gartner® Magic Quadrant™ for IPS. 

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Sources: Edelman Trust Barometer 2025, Axios, Axios Communicators , Staffbase × YouGov, Deloitte, PwC 28th Global CEO Survey, The Accounting Review , GlobeNewsWire , Axios HQ, Reuters, Future Market Insights (Jul 24, 2025), Verified Market Research (2025 update), Ken Research (Aug 2025), PR Newswire 

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