We’re excited to share Justin’s views on the key marketing trends to watch in 2025. As a marketing and brand strategist, Justin thrives at the intersection of creativity and strategy, helping brands find their voice and connect with their audience through compelling stories and actionable strategies. Read more below to see how creativity, AI, sustainability, and creator communities will shape the year ahead.
“I can’t decide what’s more surprising, 2024 is already behind us, or that we’re almost halfway through the decade. With so much noise out there, it’s easy to get distracted. So, here’s my take on what will matter for brands in 2025.
Creativity: The key to standing out in a sea of sameness
Content will still be king but people are getting tired of the same recycled ideas. Playing it safe won’t cut it. In 2025, brands need to be bolder with their creativity to grab attention and hold it. The challenge will be to push ourselves to find fresh ways of telling stories. Nostalgia was a hit in 2024, tapping into the comfort of the past. But, my prediction for this year is a shift towards raw, in-the-moment storytelling. Consumers are craving authenticity and relevance more than ever. Brands connecting to what’s happening right now will have the edge.
AI: Your customers know you use it. So own it.
AI will continue to be a driving force in marketing, but here’s the thing—consumers are no longer oblivious to its role. In 2025, brands that are transparent about how they’re using AI and where their data is coming from will build trust. It’s not just about speeding up content creation or automating processes; it’s about being upfront, honest, and clear about the use of AI in your brand’s operations. Authenticity will be key when it comes to how brands embrace and communicate their AI strategy. And, while we’re on the subject, ChatGPT helped me keep this short and sweet.
Sustainability: Not a Tactic, But a Way of Business
Sustainability is no longer just a buzzword. In 2025, brands that truly embed sustainability into their DNA will create lasting connections with consumers. It’s no longer enough to simply tick the eco-friendly boxes; it’s about demonstrating that your commitment to sustainability is genuine, consistent, and part of your brand’s core values. Consumers are looking for brands that don’t just talk the talk but walk the walk.
Creator Communities: Your greatest brand allies
In 2025, the brands that thrive will be the ones connecting with creator communities. These aren’t just influencers—they’re passionate, engaged brand allies. When you align authentically with them, they’ll amplify your message in ways no ad campaign ever could. The key is to be part of the conversation, not trying to control it
Looking ahead, it’s clear that 2025 will be a year for bold moves, transparency, and building genuine relationships with consumers. Brands that innovate, stay authentic, and embrace new opportunities will be the ones that lead the way.”