How Crisis Changed the Way We Write — Communication in the 2020s

As CEO of Andrew Joseph PR, and contributing editor at aspire design & home Magazine, I’ve watched professional communication evolve dramatically over the past few years. From the early days of the pandemic to today’s politically fraught climate, our tone has become more human, more cautious, and more intentional.

Andrew Joseph with Lola on a Zoom Call

The Pandemic: When Email Got Personal

When COVID-19 struck, email etiquette shifted overnight. Professional polish gave way to vulnerability. Phrases like “Hope you're safe” and “Sending strength” became standard closers. We started acknowledging burnout, brain fog, and blurred boundaries — something unheard of in workplace communication pre-2020.

AJPR/NYC Home Office in the Hudson Valley Filled with Client Designs 

The Trump Era (Again): Writing in Urgency

With Trump’s return to power in 2024, business communication adapted again. Disinformation, cultural division, and political instability gave rise to a new kind of language — one rooted in crisis communication and politically aware writing. The tone grew more urgent, emotionally intelligent, and sometimes even coded.

In 2025, we say things like:

• “Hope you’re staying grounded in all this chaos.”

• “Apologies if this feels heavy — it’s just been one of those weeks.

This is the language of emotional intelligence, trauma-informed communication, and subtle resistance.

Why It Matters for Brands

Whether you’re leading a brand, pitching media, or writing an email newsletter, your tone of voice sends a message — before your content even lands. In 2025, smart brands and thought leaders are leaning into authentic messaging and trust-building through language.

In an age of uncertainty, tone isn’t just etiquette — it’s strategy.In the inbox, as in life, what you say is only half the story. How you say it is everything.