As we move into 2025, the marketing landscape continues undergoing one of its most transformative periods. Artificial intelligence (AI) is no longer just a tool – it’s redefining strategies, operations, and consumer connections. But alongside new technologies, themes like sustainability, privacy, and inclusivity are shaping how brands engage consumers.  

Here’s a look at the marketing trends you will hear about in the year ahead. 

1. AI’s Expanding Role: From Content to Strategy

Generative AI has already made waves in content creation. Look no further than the latest holiday ad from Coca-Cola to see that AI is not just crafting individual pieces of content but shaping entire campaigns. In 2025, the integration of AI will go even further. Data from a Mintel Report on 2025 Omnichannel Marketing Trends shows AI is stepping into a strategic role, predicting trends, simulating campaign outcomes, and optimizing resources. Marketing departments are leading this evolution, proving AI’s potential in supporting high-level business decision-making. 

2. Privacy-First Personalization

The balance between personalization and privacy is more critical than ever. According to Mintel, 85% of online shoppers are willing to share basic information like age, religion and interests with brands and 54% are willing to share personal information if it enhances their experiences. Consumers are demanding tailored experiences but also expect brands to prioritize ethical, transparent data practices. “Privacy-first personalization” is the new standard, allowing marketers to build trust while delivering relevant content.  

3. Sustainability and Inclusivity as Core Values

Sustainability and inclusivity are no longer optional. Consumers expect brands to address global challenges and reflect diverse perspectives authentically. By integrating these values into their strategies, brands can not only grow their market share but build stronger emotional connections with their audiences. Additionally, it’s more important than ever for brands to talk about what they are doing. Data from the 2024 Consumer Insights & Sustainability Benchmark report by 3BL Media shows that 68% of consumers believe that companies communicating their sustainability efforts have a more positive impact on the environment and society than those that don’t. Over 40% of consumers believe that companies that are quiet about their efforts are either not doing anything or need to do more.  

4. Organic Content Grows in Importance

After years of dominance by paid content, organic strategies are making a notable comeback, according to Meltwater’s 2025 Marketing Trends Guide. Audiences are gravitating toward simple, clever and entertaining posts that spark genuine likes, comments and shares. As people grapple with content fatigue and digital burnout, there’s an increasing appetite for lighthearted, ironic and relatable material that feels human and authentic. TikTok continues to set the tone, with its trends blending commercial messaging with entertainment, making content both memorable and engaging. This shift underscores the power of creativity over ad spend in capturing attention and building connections in 2025. 

5. Social Media Takes Over TV

Meltwater data also reveals that, for the first time, social media has become the preferred choice over traditional TV. People now spend an average of 2 hours and 19 minutes daily on social media—32 minutes more than the time they spend watching linear TV. This shift shows how dramatically media consumption habits are evolving, with social platforms offering personalized, on-demand content that aligns with the rise of streaming services and mobile device usage. As a result, brands are rethinking their marketing strategies, investing more in social media platforms to reach their audiences where they are spending the most time.  

6. Marketing is Still about Connection

While marketing trends evolve, tools advance and consumer behaviors shift, the essence of marketing remains unchanged: it’s about connecting with your audience, sharing your message and fostering meaningful relationships.  

Whether it’s crafting resonant organic content for social media, creating data-driven personalized campaigns, or embracing AI to optimize customer outreach, successful brand marketing meets audiences where they are. At Wilks Group, we blend strategy and creativity with today’s tools to ensure your brand not only keeps up but stands out. Let us help your brand succeed in today’s dynamic landscape.