In 2025, communication is no longer a side issue – it’s business-critical. In a world where speed, transparency, and social relevance matter, brands need to dare to take a stand. Mareen Eichinger, Head of Communications at DGMK GmbH, talks in an interview about the changing significance of communication, the use of AI – and why trust is the new KPI.
1. Ms. Eichinger, in your view, what has changed most significantly in communication – and what does this mean for companies?
Mareen Eichinger: Today, communication is no longer a filter, but an amplifier. Everything that is thought and decided internally has an external impact – immediately. This changes everything: the attitude, the speed, but also the responsibility. Companies that want to communicate successfully in 2025 need to “broadcast” less and “connect” more. It’s no longer about beautiful messages, but about genuine dialogues, transparent processes, and visible attitudes.
2. What specific role does AI play in your communication strategy?
Mareen Eichinger: AI helps us recognize patterns, analyze sentiments in communities, and create content faster – that’s valuable. But it doesn’t replace the sense of relevance. The challenge lies in seeing AI not just as a tool for efficiency, but as support for strategic communication: Where are topics emerging? Where do we need to get involved? How can we communicate more precisely with limited resources? When used correctly, AI doesn’t make communication generic, but more targeted.
3. What needs to change internally to keep external communication credible?
Mareen Eichinger: Communication must be considered on par with strategy and product development. It can no longer be the last link in the chain. We need internal structures that allow for speed, but also for dissent – because credibility only emerges when different perspectives are allowed to become visible. And: Communication needs more trust within the company again. Those who constantly need to secure or get approval for their communication lose the rhythm.
4. Where do you currently see the biggest shortcomings in corporate communication?
Mareen Eichinger: Many brands hide behind buzzwords, remain vague – out of fear of rubbing people the wrong way. But those who don’t show attitude disappear into interchangeability. It’s also often underestimated how much target groups pay attention to consistency today: It’s not enough to celebrate diversity in May if diversity isn’t lived internally. Communication shouldn’t be a campaign – it must make the corporate culture visible.
5. Your wish for communication in 2025?
Mareen Eichinger: That we dare to communicate more boldly, clearly, and humanly again. The time of watered-down formulations is over. It’s about plain speaking, relevance, and genuine connection. And about something that’s often forgotten: listening. Those who listen understand faster what really matters – and communicate better.
