Trends to Watch in 2025
The headlines of 2024 were filled with M&A activity and private equity acquisitions. This means that the need for change management, communications, and cultural transformation will stand front and center in 2025. Having managed through my fair share of mergers, it takes at least two years to hit a regular cadence and for culture to settle after a merger or similar disruption.
So based on what we’ve seen in 2024, here are the trends that will shape the industry in 2025.
The Rise of Chief Change Officers, Chief Strategy Officers & Chief Innovation Officers
Change and innovation are no longer optional—they’re critical to survival. In 2025, more firms will recognize this by hiring dedicated professionals to change, strategy, and innovation. These roles are instrumental in managing transformation initiatives, fostering agility, and ensuring that innovation becomes a core part of the culture. Leaders in these roles will work closely with teams to drive strategic shifts and build cultures that embrace continuous improvement. Without innovation and change, smaller firms will lose relevance, and these newly merged firms, even those infused with private equity dollars, will never gain momentum to fuel a competitive edge.
Communication as a Strategic Driver
Communication will continue to take a critical seat at the table, especially as firms navigate change and pursue innovation. Transparent, consistent, and engaging communication will be essential in aligning teams, fostering trust, and reducing resistance to change. Firms that invest in strategic communication frameworks will see greater success in achieving their goals and creating cohesive teams.
Smaller Firms Get Creative with Recruiting
The talent war isn’t slowing down, and smaller firms will need to think outside the box to attract and retain top talent. Unable to compete on salary alone, these firms will focus on offering meaningful work, flexible arrangements, and robust professional development opportunities. Expect to see creative recruiting campaigns and initiatives that highlight firm culture, growth potential, and unique employee benefits.
Revisiting Mission and Values to Drive Retention
In a competitive job market, firms will revisit their mission and values as a foundation for shaping culture and retention strategies. Employees increasingly seek purpose-driven workplaces that align with their personal values. Firms that clearly articulate and live their mission will not only attract talent but also foster deeper engagement and loyalty among their teams.
A Renewed Focus on Well-Being
Burnout remains a major challenge in the accounting profession, and in 2025, firms will double down on employee well-being initiatives. Whether through mental health resources, flexible schedules, or innovative benefits, firms will strive to create healthier workplaces. This focus isn’t just about doing the right thing—it’s also a critical component of retention and productivity strategies as well as change agility. The pressure to perform can be counterbalanced with the right approach to well-being.
Technology as a Culture Enabler
Technology will continue to play a pivotal role in firm operations, but in 2025, we’ll see a shift toward using technology to build and support culture. Collaborative platforms, advanced intranets, and AI-driven tools will be leveraged to improve communication, increase engagement, and streamline workflows, all while fostering a sense of connection and belonging.
what’s inside counts