Mission North

What’s driving corporate strategy in 2025? In our latest Brand Expectations Index, we’re unpacking the trends that are reshaping how businesses engage with customers, employees, and society. AI and DEI/ESG are at the heart of this transformation, and our data reveals what’s on the horizon, and how brands can stay ahead of the curve. Here’s a sneak peek of some of the findings and actionable insights. Whether you’re a CEO, marketer, or communicator, there’s valuable guidance in this report to help you stay ahead of what’s coming next. Download the full report ??: https://lnkd.in/eiJ7vaTW #BrandIndex2025 #AI #DEI #ESG #CorporateStrategy #BusinessGrowth?

Some people just get things done, and make life easier for the rest of us in the process. Today, we’re celebrating Ilana Hernandez and Lexy Cardiff (Brown) for doing exactly that as a part of our monthly VMA. Ilana jumped into a fast-moving, high-change environment and immediately made an impact, helping strengthen our culture, support our team, and keep things running smoothly. Lexy took on the challenge of reinventing many processes, cutting hours of work and streamlining them for everyone. She leads by leaning in and doing the hard work of reinvention. Big wins, big impact. Thank you both for making Mission North better every day!

PR is all about trust, and AI is no exception. As platforms like ChatGPT and Gemini become more integrated into daily life, consumer confidence is growing. Our Brand Expectations Index explores how AI companies can build trust and why strong, human-centered communication is essential. Read more about what this means in PRNEWS: https://lnkd.in/gg2Hxcai #BrandIndex2025

What are the risks worth taking? That was the big question at our latest Communications Turning Point Dinner, where top fintech and financial services communicators tackled the paradox of progress in an evolving industry. From overcoming FOBO (Fear of Being Obsolete) to balancing innovation with values-driven leadership, the conversation was rich with insights. Here are five key takeaways for financial services communicators in 2025: ? Simplicity wins. Clear, concise messaging is the key to standing out in a crowded market. ? Do the work before seeking validation. Build real customer value first. Earned media will follow. ? Not every trend is yours. Authenticity and consistency build credibility. ? It’s an “and strategy.” A smart mix of owned and earned channels is critical. ? Sustained business performance earns you a platform. A strong foundation gives you the authority to take bolder stances. Thank you again to all who attended! Read more about insights from the dinner from SVP Courtney Chennells here: https://bit.ly/4hodPTx

Here’s a job search myth we need to bust: You must be an AI expert to stay competitive. Spoiler: Not true. In Fast Company, our Chief People Officer Gillian Davis shares why hiring teams (ours included!) care more about how you think about AI than whether you’ve mastered it. A curious, adaptable mindset wins, especially when you show how you can apply it to real-world scenarios. Read her take on how to position yourself in this job market when you're not a techie: https://bit.ly/3DtUqCO #AI #CareerGrowth #FutureOfWork

Trust in AI is growing, but there’s still work to do. Our latest Brand Expectations Index shows that established leaders are setting the pace in AI trust, but newer players are facing skepticism. The key??As our co-CEO Tyler Perry (she/her) puts it: “The narrative was that AI will replace jobs, but it should be about how it will improve life.” Catch the 2025 Brand Expectations Index in Axios: https://lnkd.in/e63ARZnW #BrandIndex2025

I'm excited to share Mission North ’s Annual Brand Expectations Index, which examines how your communication about AI and social and environmental impact shape public perception of your brand. Here are some of the big takeaways: Trust in AI is up with Big Tech leading the pack. American’s trust in AI is up 9 points YoY, with established players – like Google, Amazon / AWS, and Microsoft – topping the trust leaderboard. Trust is built on safety and CEO reputation. Knowledge workers overwhelmingly support security (81%), ethical oversight (78%), privacy (77%), and CEO reputation (67%) as key to building trust. Own your AI narrative. 81% of the general public and 84% of knowledge workers ranked owned content, direct from companies, right behind local news as the most trustworthy sources for information about AI companies and their products. DEI and ESG are dead. Long live DEI and ESG? (without the labels). 56% of the general public and 60% of knowledge workers support initiatives that focus on diversity, inclusion, and the environment regardless of external pressures. But: they’re more interested in your actions than your public stances on the issues. Thank you Tyler Perry (she/her), Tom Blim, Kevin Cheng, Yuliya Kim, Julia Kelson, Logan Wood, and Nick Maschari for producing such an invaluable resource.??? Link to full report in first comment.

This is our second year developing the Mission North Brand Expectations Index to understand the public perception of two topics dominating corporate narratives-- AI and DEI / ESG-- and how brands and communicators should respond to shape their reputations. TL;DR:? ?? Trust in AI companies jumped +9 points since last year, with big tech leading the charge. The major factors of that trust are security, privacy, ethical oversight, and CEO reputation.? ??The majority still supports initiatives around inclusion and equity, but only 49% believe companies are actually taking action. ?? Over 80% rank direct communications from companies as one of the most trusted sources of information, second only to local news. So what’s a communicator to do? Here are my top three takeaways: 1??Own your narrative. 81% of the general public ranked AI companies’ owned content as one of the most trustworthy sources for information, second only to local newspapers and news. Time to step that owned content program into high gear. 2?? Double down on executive comms: ?67% of knowledge workers and 57% of the public say a company’s CEO reputation directly influences their trust in the brand. Examine how your leaders show up, both in words and actions. Transparency and authenticity are essential. 3?? Do the work, avoid the labels. Regardless of external pressures, 56% of the general public and 60% of knowledge workers support initiatives focusing on diversity, inclusion, and the environment. But: they’re more interested in companies’ actions than their public stances on the issues. There is a lot in here, so please dig in and let us know what other insights resonate!? I’m grateful to Tom Blim, Nick Maschari, Julia Kelson Donato Casarella,? Kevin Cheng,? Yuliya Kim, and Logan Wood?for all the work that went into it, and to Adam Slater for his partnership on the research. And to Axios’ Eleanor Hawkins for including our data in her Communicators Newsletter this week! Axios story: https://lnkd.in/e2yFYxir Brand Expectations Index: https://lnkd.in/e4JNeRjK I would love to hear what insights stood out to you! #strategiccommunications #AI #content #PR #DEI #AI #ESG

We’re #hiring a new EVP, Corporate & Financial Services in New York, New York. Want to work with some of the hottest #fintech brands of our time? Apply today or share this post with your network.

The IPO market is moving, but not without its fair share of hurdles. Between regulatory shake-ups and shifting investor priorities, companies need to be prepared for when the window opens. Here’s a breakdown from our Co-CEO Tyler Perry (she/her) on what companies need to focus on now. ??