European Communication Monitor 2025

For almost two decades, the European Communication Monitor has been one of the central scientific reference studies in European corporate communication and contributed significantly to the founding of AG CommTech in 2021. The current edition by Tench, Moreno, Romenti, Buhmann, Laborde and Zerfass is based on a sample of 30 Chief Communication Officers from the 300 largest companies in Europe and combines qualitative and quantitative methods. The focus is on intergenerational challenges that shape communication practice and stakeholder relationships. Values-based positioning, talent management and coaching as a strategic management task are examined.

The Monitor shows that values are no longer static guiding principles, but adaptive tools that can ensure trust and legitimacy. It is crucial that values are lived in daily actions, not just declared. Consistency is the main way to create impact, as younger generations in particular are quick to spot inconsistencies. Generational differences are described less as an obstacle and more as a catalyst for sharpening inclusive narratives and promoting strategic development through co-creation.

In talent management, it is clear that hybrid skills profiles are becoming increasingly important. Communications departments are increasingly focusing on profiles that combine creative skills with strategic business acumen. In coaching, the monitor shows that CCOs increasingly see coaching as a strategic management philosophy. Situationally adapted approaches are being used that dispense with rigid generational attributions and focus on individual needs.

Overall, the monitor suggests that future-oriented communication work is created where values are visibly lived, talent is developed adaptively and leadership is flexible.