Not everything creators do can be neatly quantified. It’s hard to point to a single piece of data that shows how a specific video from a creator influences long-term consumer interest. In the effort to measure the value of creators, marketers have leaned on simple social stats like impressions and engagements. However, as the industry has evolved, the benchmarks for success have largely remained unchanged. But are we sure we’re measuring the right things?

As the world ushers in 2025, a new U.S. presidential administration takes its first steps, and the conversations at Davos set the tone for the year ahead, one thing is clear: we’re navigating an era defined by rapid change, relentless noise, and an ever-evolving information ecosystem. For communicators, the challenge is as thrilling as it is complex: how do we help companies and their leadership not just weather the storm but thrive in this new landscape?

I recently had the privilege of moderating a panel for Global Women in PR, an organization dedicated to championing, connecting, and supporting women in senior PR and Communications roles, during the launch of its Annual Index.

Each year at Zeno Group, The Human Project examines the cultural and societal shifts that impact human behavior and how the economic, political and social landscape influences the values and behaviors of stakeholders important to companies and brands.  

Zeno Group has appointed Georg Schmitt, a renowned strategic communications expert, to its Reputation Advisory Board.

Schmitt spent over a decade serving on the Executive Committee of the World Economic Forum, leading initiatives in stakeholder management, media, corporate affairs, marketing, and business communications.

This past November, Zeno launched Project GAP - an unprecedented agency initiative that gives younger generations a voice and new leadership opportunities. This global advisory board includes 12 Gen Z and young Millennial employees ready to help close the gap between the people leading today and those who may lead tomorrow.