6 marketing trends to watch in 2025

As 2025 begins, the marketing landscape continues to evolve at an unprecedented pace. Technology, consumer behavior, and global events are reshaping commonly held beliefs and practices. From advancements in artificial intelligence to a growing emphasis on sustainability, here are six marketing trends worth following in 2025.

1. AI use will grow

In 2024, generative AI in marketing went from a fringe phenomenon to a common element. This year, we’ll see this trend accelerate, including some level-setting on AI’s limitations. Marketers will ramp up their use of tools like ChatGPT and MidJourney to produce customized ad campaigns, email copy, and visual assets, while striving to strike a balance that accounts for authenticity and differentiated messaging. ?AI will also be used in the background to analyze user behavior and predict needs, but marketers will need to pay close attention to customers’ concerns about privacy.

2. Sustainability will continue to be a prominent selling point

As younger generations wield more buying power, sustainability is becoming more of a mandate. According to a recent Nielsen report, over 70% of consumers are willing to pay more for sustainable products. This means that even in the face of likely shifts in federal government policy, consumers will demand that brands display support for environmental and social issues. Preferences will continue to gravitate toward companies that offer sustainable products, showcase transparent supply chains, adhere to ethical labor practices, and minimize their impact on the environment. Purpose-driven marketing campaigns will resonate more than ever, especially among Gen Z and Millennials.

3. Voice search and conversational marketing will continue to erode the importance of text-based search

The growing adoption of smart speakers and voice assistants has shifted how consumers search for and interact with brands. By 2025, voice search is expected to account for over 50% of all online searches. Brands will need to optimize their digital presence for voice search by focusing on natural language keywords and conversational tones. Voice commerce will also gain momentum, allowing customers to shop through spoken commands. Integrating AI-driven chatbots and voice assistants into marketing strategies will help brands stay accessible and responsive in this new era of conversational marketing. Conversely, text-based search will become slightly less common, with proportional divestments in tactics like paid search. This is due not only to the rise of voice search, but also the impact of social media as a search engine of sorts. Speaking of which…

4. Social media will become an even more common storefront

The line between content and commerce continues to blur. By 2025, shoppable content—whether in the form of videos, live streams, or social posts—will be a cornerstone of e-commerce strategies.

Platforms like TikTok, Instagram, and YouTube are already investing heavily in features that allow users to make purchases without leaving the app. This trend will expand, with brands incorporating interactive elements into their content to create seamless, engaging shopping experiences.

For marketers, the challenge will lie in creating authentic content that informs, entertains, and converts simultaneously. Influencer partnerships and user-generated content will play a key role in driving shoppable experiences.

5. Video will continue to capture more attention

Video will continue to dominate newsfeeds, but the format is evolving as attention spans shrink. The use of short-form video, like what we see on TikTok and Instagram Reels, will continue to grow. However, brands will be challenged to pack in as much relevant messaging as possible to compete for an increasingly elusive and finicky audience. In addition, interactive videos, 360-degree videos, and even AI-generated video content will become more prevalent. Brands that invest in storytelling and dynamic visuals will stand out in an oversaturated market.

6. Micro and nano-influencers will supplant celebrity endorsers

In 2025, influencer marketing will become more targeted, with brands favoring more authentic storytelling partners. Celebrity endorsements will become secondary to micro and nano-influencers—“real people” with audiences more modest in size, but more engaged and loyal. Marketers will focus on building long-term relationships with influencers, integrating them into broader campaigns, and co-creating authentic content that resonates with niche audiences.

The coming year will provide unprecedented choice for marketers, along with unprecedented challenges. To succeed, brands must stay ahead of technological innovations, respond to consumer demands for authenticity and sustainability, and adapt to a world where the line between digital and physical worlds continues to blur. By embracing these trends, marketers can build stronger connections, foster trust, and create campaigns that not only resonate, but also drive measurable results. The one thing that won’t change is that the most agile marketers—those who can remain adaptable—will have the greatest success.

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