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# 2022: A Year of Fundamental Change for Communicators
- URL: https://capitolcommunicator.com/2022-a-year-of-fundamental-change/
- Published: 2022-01-05T17:27:21.000Z
- Updated: 2022-01-12T16:57:38.000Z
- Author: Capitol Communicator
- Tags: Marketing, Insights, #Import 2026-10-08 18:52

**By Phil Rabin, Editor, Capitol Communicator**

**For some reason, when we turn the calendar from December to January,** we assume that our world starts anew, that we can make predictions as though our universe has fundamentally changed with the changing of a calendar page.

However, a case can be made that 2022 will, in fact, be fundamentally different for communicators, and others, in part because of the Great Resignation, the shift to a work-from-home culture and, for communicators, a basic shift in the currency of our business, which is now data.

The Great Resignation – the number of American workers quitting their jobs hit 4.5 million, a record high, in November – and the growing remote workforce – one estimate states that 36.2 Million Americans will be remote by 2025 – suggests that there is a fundamental shift in the role work plays in their larger lives. If nothing else, it suggests that employers will have to be more flexible if it wants to retain key employees. It also suggests that employees will be moving from job-to-job on a much more frequent basis.

Beyond shifts in the workforce, communicators in 2022 will see a continuing shift in the tools they will need to be successful.

Looking back, there is a [report](https://www.b2bmarketing.net/en/resources/blog/half-money-i-spend-advertising-wasted-trouble-i-dont-know-which-half?ref=capitolcommunicator.com) that “John Wanamaker (1838-1922) was a very successful United States merchant, religious leader and political figure, considered by some to be a “pioneer in marketing”. He opened one of the first and most successful department stores in the United States, which grew to 16 stores and eventually became part of Macy’s.

“He is credited with coining the phrase “Half the money I spend on advertising is wasted; the trouble is I don’t know which half”.

Those days are long gone as data now tells communicators where and how to target their efforts to reduce waste. The new year will see communicators asked tough questions about where resources are being spent, the return on investment and how to position an organization to succeed in a world in the midst of major and, perhaps, fundamental, change.

There is one other change that’s in store in 2022 and it’s related to the merging of communications disciplines where advertising, marketing and public relations professionals have to question if old tools and techniques will work moving forward or how to deal with the new landscape facing them this year and coming years.

For communicators, there are two fundamentally different paths to pursue this year: First, invest your time and energy to stay current with the tools and techniques needed to succeed in 2022 and beyond; or, second, use 2022 to prepare for your next career.