From 2024 to 2025: Essential Marketing Insights for the Year Ahead
As we look ahead to 2025, it’s clear that the marketing and branding landscape continues to evolve at a rapid pace. The lessons learned in 2024 will shape the strategies and expectations of both businesses and consumers in the coming year. From the growing demand for authenticity and transparency to the rise of hyper-personalised experiences, companies must adapt and innovate to stay relevant.
In this post, we’ll explore key marketing trends from 2024, the consumer behaviours driving these changes, and the actionable takeaways businesses can use to succeed in 2025. Whether you’re focusing on sustainability, embracing technology, or building stronger community connections, the insights shared here will help guide your marketing strategy into the future.
1. Authenticity and Transparency
2024 Learning: Consumers have increasingly prioritised authenticity in brands. Companies that transparently share their values, processes, and even challenges resonate more with customers. This trend extends beyond marketing promises to real, tangible actions.
2025 Takeaway: In 2025, consumers will expect brands to demonstrate real-world action on issues like sustainability, diversity, and ethical practices. Clear, consistent messaging across all platforms will be key to building trust.
Supporting Insights:
A 2024 Capgemini report found that 79% of consumers are more likely to purchase from brands that are transparent about their business practices. Capgemini
Additionally, 73% of consumers are willing to pay a premium for products from brands that are transparent about their sourcing and manufacturing processes. Capgemini
2. Personalised and Inclusive Marketing
2024 Learning: Personalisation of experiences has been a major trend. Consumers now expect brands to speak directly to them, offering customised solutions or experiences based on their needs, interests, and behaviors.
2025 Takeaway: In 2025, hyper-personalisation will become an even bigger expectation. Consumers will want their needs met in real time, with dynamic content and offers that reflect their behaviour and preferences. Brands should invest in data analytics and AI to better understand their customers and deliver these tailored experiences.
Supporting Insights:
According to a 2024 HubSpot report, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. HubSpot
Furthermore, 72% of consumers expect brands to understand their needs and expectations, highlighting the importance of personalised marketing strategies. HubSpot
3. Purpose-Driven Brands
2024 Learning: Purpose-driven branding continues to thrive, with consumers making purchasing decisions based on the values and missions of the companies they buy from. Businesses that authentically communicate their purpose and align their actions with that purpose have seen stronger connections with their customer base.
2025 Takeaway: Going into 2025, brands must embrace a more holistic view of their purpose, beyond just a product or service. Consumers will be increasingly scrutinizing businesses for their involvement in social, environmental, and ethical causes. Brands will need to take bold stances on issues that matter to their audience and integrate this into their overall brand identity.
Supporting Insights:
A 2024 McKinsey report indicates that 70% of consumers are more likely to purchase from brands that align with their personal values. McKinsey & Company
Additionally, 65% of consumers believe that brands should take a stand on social and environmental issues, reflecting the growing importance of purpose-driven branding. McKinsey & Company
4. Sustainability as a Competitive Advantage
2024 Learning: The push for sustainability has been a critical driver of brand loyalty. Brands that adopt eco-friendly practices and communicate them effectively are seeing increased demand, especially among younger, more socially conscious consumers.
2025 Takeaway: Sustainability will continue to be a priority in 2025, but there will be more pressure on brands to take genuine actions rather than just promote greenwashing. Companies will need to incorporate sustainability into every aspect of their business, from sourcing and production to packaging and logistics.
Supporting Insights:
According to a 2024 Capgemini report, 60% of consumers are willing to pay more for products from sustainable brands. Capgemini
Moreover, 55% of consumers consider a brand's environmental impact when making purchasing decisions, underscoring the importance of genuine sustainability efforts. Capgemini
5. Community and Engagement Over Traditional Advertising
2024 Learning: Consumers are shifting away from traditional forms of advertising, such as TV and display ads, in favor of community-driven engagement. Social media platforms, particularly niche communities, are providing more opportunities for brands to engage in authentic conversations with their audience.
2025 Takeaway: Building and nurturing online communities will be an essential part of brand strategy moving into 2025. Companies will need to focus on building genuine relationships with their customers through social media, forums, and user-generated content. Influencer marketing will also evolve, with a shift toward micro-influencers who can create more authentic, personal connections.
Supporting Insights:
A 2024 HubSpot report found that 90% of social media marketers believe building an active online community is crucial to a successful social media strategy. HubSpot
Additionally, 80% of social media marketers believe consumers will buy products directly in social apps more often than on brands’ websites or third-party websites like Amazon, highlighting the importance of community engagement. HubSpot
6. Experiential Marketing and Immersive Experiences
2024 Learning: Experiential marketing gained significant traction in 2024, with consumers increasingly drawn to experiences rather than products. Brands that offered immersive experiences, both in-person and online, successfully connected with their audience.
2025 Takeaway: In 2025, experiential marketing will become even more critical. Brands will need to focus on creating memorable, interactive experiences that allow customers to feel personally connected to the brand. This can include virtual reality (VR), augmented reality (AR), live events, and interactive campaigns that enhance the customer journey.
Supporting Insights:
A 2024 EventTrack report found that 85% of customers are more likely to buy after participating in events and experiences. Limelight Platform
Additionally, 72% of Millennials are more inclined to engage with brands that offer unique, immersive experiences. Explore
7. Embracing Technology and AI
2024 Learning: The use of AI in marketing has seen significant growth. From AI-driven customer service (chatbots) to predictive analytics for better decision-making, businesses are tapping into technology to improve their marketing efforts.
2025 Takeaway: In 2025, AI and technology will continue to play a pivotal role in marketing strategies. Brands will need to enhance their capabilities in automation, data-driven marketing, and predictive analytics. AI will help companies better understand their customer journey, optimise content, and personalize communications at scale.
Supporting Insights:
A 2024 McKinsey report indicates that 65% of organizations are regularly using generative AI in at least one business function, nearly double the percentage from the previous year. McKinsey & Company
Furthermore, 77% of companies are either using or exploring the use of AI in their businesses, with 83% considering AI a top priority in their business plans. National University
8. Hybrid Retail Experiences
2024 Learning: The blending of online and offline experiences became a major theme, with consumers expecting a seamless journey across both physical and digital touchpoints. Physical stores are no longer just for buying; they have become places to experience brands in new and innovative ways.
2025 Takeaway: In 2025, the hybrid experience will be an even more significant part of marketing strategies. Consumers will want to interact with brands both digitally and physically, whether through click-and-collect services, in-store experiences enhanced by technology, or live-streamed shopping events.
Supporting Insights:
According to Publicis Canada's research, investment in live events is forecast to hit $128.35 billion by the end of 2024, a 10.5% increase from the previous year, indicating a growing trend towards hybrid retail experiences. Little Black Book
Additionally, 79% of marketers generate sales through events, with 85% agreeing that events increase lead generation and sales, highlighting the effectiveness of hybrid experiences in driving consumer engagement. Limelight Platform
Conclusion:
In 2025, businesses will need to go further in aligning with consumer expectations. Authenticity, sustainability, and hyper-personalisation will be key, and brands that invest in technology, community, and meaningful experiences will thrive. By learning from 2024, companies can better meet the evolving demands of consumers, building trust and loyalty in an increasingly competitive market.
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