2024 was a year of reckoning for cybersecurity. High-profile breaches at CDK, Ticketmaster, Ascension Health, AT&T, Dell, and others made one thing abundantly clear: Today’s security infrastructure is failing to keep pace with increasingly sophisticated threats. Sensitive consumer data was repeatedly compromised, leaving businesses scrambling to contain fallout that often felt inevitable rather than preventable.
As we enter 2025, the stakes are even higher. Companies can’t afford to rely on old strategies to combat new risks. Predictions for the year ahead aren’t just industry noise—they’re a critical tool to help organizations shape their security strategies before bad actors strike. That’s why PAN surveyed 1,000 U.S. adults to better understand their top concerns and expectations for cybersecurity in 2025. Here’s what we learned.
Threats to Critical Infrastructure Will Grow
Cyberattacks targeting critical infrastructure—healthcare, utilities, transportation, and supply chains—will escalate in 2025. These industries remain prime targets because of their impact on millions of lives. Our survey reveals that 90 percent of consumers are worried about a prolonged cyberattack on critical infrastructure, highlighting the urgency for governments and industries to act.
90% of consumers are worried about a prolonged cyberattack on critical infrastructure.
Expect ransomware and advanced persistent threats (APTs) to dominate headlines, with attackers becoming even more targeted and destructive. To counter this, organizations must invest in robust defenses, including AI-based threat detection, collaboration across sectors, and contingency planning to protect essential services.
Phishing Campaigns Will Get Smarter
Phishing attempts—already among the most common cyberthreats—are poised to evolve significantly in 2025. According to our survey, 78 percent of respondents anticipate an increase in phishing attacks through email, social media, and text. While most feel confident in their ability to spot scams, this confidence is likely to face serious tests.
Bad actors are leveraging AI to make phishing campaigns more convincing than ever, mimicking trusted communications with startling accuracy. Businesses must respond by ramping up employee training and deploying real-time detection tools that can stay ahead of these evolving tactics.
78% of consumers anticipate an increase in phishing attacks.
Government Will Take the Lead on Combatting Cyberthreats
Consumers are calling for stronger government action on cybersecurity, and 2025 will be the year policymakers respond. In fact, 45 percent of Americans believe state and federal agencies need to implement stricter data protection laws and introduce harsher penalties for companies that fail to safeguard sensitive information.
Businesses should prepare for sweeping legislative changes aimed at standardizing cybersecurity practices, with a particular focus on data handling and breach accountability. International cooperation will also likely grow, as interconnected economies seek shared solutions to combat global cyber risks.
Public Wi-Fi Concerns Will Drive Innovation
Public Wi-Fi is very convenient, but the risks are now impossible to ignore. We now live in an era where it’s very easy to exploit unsecured networks with minimal effort, and consumers are growing more cautious about connecting in public spaces – like cafes, airports, and hotels. Our survey findings reveal this shift in awareness:
- Forty percent of respondents said they avoid accessing sensitive accounts – like banking or online shopping – while using public Wi-Fi.
- Thirty-five percent of consumers enable two-factor authentication for added security.
- A growing number are turning to personal hotspots or VPNs before accessing public Wi-Fi.
In short, consumers are looking for better tools and options to protect themselves, and businesses have an opportunity to meet this demand. Awareness campaigns and corporate training programs will emphasize the importance of personal cybersecurity.
Businesses will need to continue educating customers and employees alike on best practices for safely navigating public networks. Public Wi-Fi isn’t going anywhere, but in 2025, how we use it – and protect against its risks – will look very different. Forward-thinking organizations that champion consumer-friendly cybersecurity solutions will stand out in a crowded market.
Proactive Cybersecurity Will Become the Norm
2025 will mark a decisive shift from reactive to proactive cybersecurity strategies. Both individuals and businesses are prioritizing prevention through real-time breach detection, endpoint protection, and automated threat response systems.
This shift is set to fuel innovation in the cybersecurity market, with solutions becoming increasingly intuitive and accessible for consumers and small businesses—not just large enterprises. Forward-thinking companies will embed these tools into everyday operations, making security a seamless part of the user experience.
Preparing for What’s Next
Cybersecurity in 2025 will demand vigilance, innovation, and adaptability. The threats will be more sophisticated, but so will the tools to combat them. Organizations that embrace proactive measures, invest in consumer trust, and adapt to regulatory changes will lead the charge in building a safer digital future.
The message is clear: The time to act is now. PAN has the expertise and insights to help your organization rise to the challenge. Let’s secure 2025 together.
