Marketing 2025

Marketing is always evolving, but not every shift is a step forward. Some trends are driven by data, some by fear, and others by industry groupthink. Looking ahead to 2025, here are a few marketing shifts I see happening—whether they’re good for business or not.

Many Brands Will Pull Back from DEI Initiatives

For the past several years, diversity, equity, and inclusion (DEI) have been front and center in marketing strategies. But in 2025, expect a quieter approach—or even a full retreat—from some companies. Whether right or wrong, many brands are responding to legal challenges, shifting cultural sentiment, and internal pressure to focus on “core business priorities” over social messaging.

This doesn’t mean brands will abandon inclusive hiring or representation in storytelling, but their outbound marketing will likely feel more conservative—not necessarily politically conservative, but less overtly tied to DEI initiatives. Companies that still prioritize diversity in marketing may find themselves standing out more than ever, for better or worse.

The real question: Will consumers notice the shift, and will they care?

The Death of “Brand Purpose” as a Marketing Strategy

For years, brands have been told they must stand for something bigger than their products. But in 2025, many companies will realize that consumers are tired of corporate virtue signaling. People don’t want every purchase to feel like a moral decision—they just want good products and services.

This doesn’t mean purpose-driven brands will disappear, but companies will need to prove their impact rather than just talking about it. Brands that can’t back up their messaging with real action will face skepticism—or worse, indifference.

Prediction: Some of the most successful marketing campaigns in 2025 will be refreshingly apolitical and product-focused.

Influencer Marketing Will Finally Backfire—Hard

For years, influencer marketing has been a goldmine, but cracks are forming. Fake engagement, undisclosed sponsorships, and influencer burnout are making the model less reliable. In 2025, expect at least one major brand to suffer a PR disaster due to an influencer partnership gone wrong.

At the same time, brands will continue overpaying influencers, even as organic reach declines and ROI becomes harder to measure. The shift? Companies will start betting big on micro-communities instead of mega-influencers. Direct engagement through niche groups and private communities will feel more authentic—and more effective—than hiring a stranger to pitch products.

Brands that pivot early will save millions.

More Brands Will Exit Social Media Entirely

This will seem unthinkable to some, but we’re already seeing signs of it. Between algorithm changes, declining organic reach, and rising ad costs, some brands will stop playing the social media game altogether and shift focus to owned channels like email, private communities, and their own content platforms.

We’ve already seen major companies pull back—some ditching Twitter/X, others shifting away from Facebook ads. In 2025, expect at least one major brand to fully exit multiple social platforms and still thrive.

The big question: Will customers follow, or is social media still a necessary evil?

AI Will Make Marketers Lazy—and Consumers Will Notice

AI is incredible, but in 2025, expect it to expose lazy marketers rather than replace them. As AI-generated content floods the internet, human creativity will become a premium asset. Consumers will grow tired of bland, repetitive AI-written copy, generic visuals, and predictable chatbot interactions.

Brands that use AI as a shortcut instead of a tool will see engagement drop. The companies that still invest in real creative talent—writers, designers, strategists—will have a massive advantage.

In 2025, originality will be more valuable than ever.

Marketing keeps shifting, and 2025 looks like a year where the gaps between companies that adapt and those that don’t will grow even wider. I’ve been watching a few trends closely—some exciting, some concerning. Here’s where my head’s at right now.

Every January, I put together a trend report—not just as a way to track what’s happening in marketing, but to make sure I’m staying ahead of the shifts in technology, consumer behavior, and strategy. Marketing doesn’t stand still, and neither should we. Some trends evolve gradually, while others hit fast, forcing brands to adapt or get left behind. By looking at what’s coming, I can adjust my approach, test new methods, and help brands stay competitive before the landscape changes again. Here’s what I’m watching for 2025.

AI Is Useful, but Not Magic

AI keeps getting better, but I see too many companies expecting it to do the work for them. Automation saves time, but it still needs human oversight. Brands using AI to enhance creativity and strategy—not replace them—will pull ahead. Personalization will go deeper, but the trick is making it feel natural, not creepy.

“AI will shape marketing more than ever, but brands that rely too much on it without human input will miss the mark.” (Forbes)

AI Search & Chatbots Reshape SEO

Google’s AI-powered search results (like the Search Generative Experience) are changing how people find information. SEO strategies need to account for conversational queries and voice search more than ever.

Tip: Optimize content for questions and natural language, not just keywords.

Greenwashing Won’t Cut It

Sustainability isn’t a buzzword anymore—it’s an expectation. Customers want real action, not just marketing campaigns. I’ve been looking into how companies are embedding sustainability into their supply chains and business models instead of just slapping a “green” label on things.

“Legislation and consumer demand will push businesses toward real sustainability efforts in 2025.” (Kantar)

Social Media as a Storefront

Social commerce isn’t new, but platforms like TikTok Shop are making impulse buys easier than ever. People aren’t just discovering brands on social anymore—they’re buying on the spot. If a business doesn’t have a plan for direct sales through social platforms, they’ll lose ground fast.

“TikTok Shop has taken off, turning passive viewers into active buyers.” (WSJ)

The Creator Economy Goes Mainstream

Influencers aren’t just for fashion and beauty brands anymore. B2B companies, SaaS firms, and even financial services are investing in creator partnerships. Trust and authenticity drive results better than traditional ads.

Example: LinkedIn creators sharing real insights are becoming just as influential as industry analysts.

Short-Form Video Keeps Dominating

TikTok, YouTube Shorts, and Instagram Reels remain the top-performing content formats. Brands need to master quick, engaging storytelling that captures attention in under 10 seconds.

Example: Duolingo’s TikTok strategy—a mix of humor and brand storytelling—drives massive engagement.

Experiences Over Ads

People are tuning out traditional ads. They want interaction. I’ve been researching brands that create real-world and digital experiences instead of just pushing messages. The ones that get it right pull people in naturally, rather than shouting for attention.

“Brands that focus on immersive, user-generated experiences will build stronger connections.” (Vogue Business)

Data Privacy: A Real Selling Point

Customers are paying attention to how brands handle their data. Transparency and control over personal info will become competitive advantages. I’ve been looking at brands that position ethical data practices as a reason to trust them—because that’s where things are headed.

“Consumers expect privacy-first marketing, and brands that deliver will win loyalty.” (Deloitte Digital)

Marketing Attribution Gets Harder—But More Important

With more privacy restrictions and tracking challenges, proving which marketing efforts drive results will be a major focus. Brands need better attribution models and tools that track customer journeys across multiple touchpoints.

Example: Multi-touch attribution models help brands understand whether a conversion came from an ad, an email, or a social media interaction.

Email Marketing Becomes More Interactive

With rising ad costs, email marketing is regaining power. But boring newsletters won’t cut it. Expect more interactive elements—quizzes, polls, personalized video messages—to drive engagement.

Stat: Email marketing delivers an ROI of $42 for every $1 spent (Source: HubSpot).

What Companies Need to Do Now

• Use AI the right way—as a tool, not a crutch.
• Commit to sustainability—because customers will call out anything less.
• Make social commerce seamless—or risk losing sales to brands that do.
• Focus on experiences, not just ads—because engagement matters more than impressions.
• Treat data privacy as a feature—and communicate it clearly.

2025 won’t be about big, flashy ideas. The brands that win will be the ones that adapt, stay human, and respect their customers. That’s what I’m watching, and that’s where companies need to focus.