Fiona Nixon.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Fiona Nixon Chief Strategy Officer, Think HQ
The first day of 2024 began with an unforgettable and humbling experience with a large earthquake striking in Osaka, Japan where I was enjoying a break. The sensation of the ground shifting beneath me was both frightening and surreal. Yet, at the same time, while the buildings around me swayed and shook, they stayed standing testament to forethought and engineering. In many ways, this moment became a metaphor for the year ahead: a time of profound upheaval but also one where resilience, adaptability, and thoughtful design proved essential.
The year unfolded as one of turbulence, shaped by cost-of-living pressures, geopolitical instability, and societal challenges. At Think HQ we’ve seen firsthand how these pressures influenced the narratives people connect with and how they reinforced the importance of inclusive communication, not as a luxury but as a fundamental necessity in times of uncertainty.
From providing translation services to the aged care sector to help older people from multicultural communities to access aged care services to engaging communities about changes to anti-vilification laws in Victoria and raising visibility and awareness about the everyday discrimination experienced by trans and gender diverse people - we’ve continued to see just how vital communication is in building bridges and ensuring equity.
At the same time we’ve also seen how the shifts in the communication landscape are presenting a profound challenge: the rise of echo chambers, where people engage primarily with those who share their views and values. Social media algorithms, fragmented media consumption, and polarised public discourse are all making it harder for diverse perspectives to find common ground. For communications professionals, we need to play a role in finding ways to foster dialogue across chambers. By listening to and including more people in the development of our work, we can help pave the way for a more connected conversation.
We’ve also seen that in times of turbulence and economic pressures, organisations struggle to prioritise communication with diverse audiences despite its importance. It points to an ongoing need for capacity building in inclusive communication, and it will remain a focus as we support clients to build theirs.
Another defining moment of 2024 was earning our B Corp certification. This milestone marked our commitment to balancing purpose with profit, embedding sustainability, equity, and social impact into every aspect of our work. The process challenged us to be transparent and accountable, sparking conversations about how we can continue to improve.
Despite this achievement, we wrestled with a recurring challenge: measuring the impact of our work. Many clients, constrained by limited resources, struggle to invest in robust impact measurement, leaving a gap between the intent to drive meaningful change and the ability to quantify it. We want to keep pushing this thinking forward in 2025.
Looking ahead, the importance of talking to all Australians cannot be overstated. This year underscored that no two people experience the world the same way. Whether navigating economic pressures, systemic reforms, or global conflict, people’s experiences are deeply influenced by their identities, cultures, and circumstances. To resonate meaningfully, we must listen actively, understand deeply, and engage authentically.
In 2025, authenticity, respect, and collaboration will guide us, ensuring the stories we tell are as diverse and nuanced as the audiences they serve.
As we step into 2025, I am inspired by the resilience I saw in those buildings in Osaka—a reminder that with thoughtful planning, adaptability, and purpose, we can weather challenges and remain standing, ready to build a more inclusive and equitable future.
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