From Fenty Beauty to Coca-Cola, 2024 was a remarkable year in the marketing industry. We saw amazing and particularly creative marketing trends that ditched the overpolished and scripted ads and focused on deeply connecting with the audiences’ values.
It’s 2025 and if we’ve learned anything from 2024’s marketing trends, it’s that brands are now heavily focused on campaigns that build lasting customer relationships aside from engagement and sales.
Ready to see what the future holds? Let’s dive into the top 5 marketing trends we’re excited about, complete with real-world brand examples that show how it’s done:
Marketing Trend #1: Hyper-Personalized Experiences
People are always on the lookout for experiences tailored to their preferences, behaviors, and needs. Research has indicated that 80% of consumers are more likely to make a purchase when brands offer personalized experiences.

Spotify’s ‘Wrapped’ Campaign, for example, has set the gold standard for hyper-personalization. Every December, users receive a personalized summary of their listening habits, complete with shareable graphics. This data-driven approach turns something as simple as listening habits into a viral event.
What We Want to See:
- Brands offering personalized product recommendations based on actual user behavior.
- E-commerce sites with dynamic homepages that adapt to individual preferences.
- Real-time personalization in emails and ads that feel real and humane, not robotic.
What to do: Invest in AI tools like Klaviyo or Salesforce’s MuleSoft to analyze customer behavior and deliver tailored content.
Marketing Trend #2: Sustainability as a Non-Negotiable
In just five years, global online searches for sustainable goods have jumped by 71%.
Additionally, 72% of consumers now purchase more green products than they used to. What this means is that in 2025, sustainability won’t just be a nice-to-have marketing strategy for brands, it’ll be a must. Consumers expect brands to prioritize the planet, and those that don’t will be left behind.
Patagonia is very much aware of this and their ‘Fashion is None Of Our Business’ campaign encouraged consumers to think twice before purchasing new products, instead emphasizing quality and sustainability. The campaign, while seemingly counterintuitive, has only strengthened the brand’s reputation as a sustainability leader.
What We Want to See:
- Transparent supply chains with real-time updates on eco-conscious efforts.
- Packaging innovations like edible or biodegradable materials.
- Educational content that empowers customers to make sustainable choices.
How to Prepare: Conduct an internal sustainability audit on your products, and be transparent about your progress. Then, use marketing to share your journey authentically.
Marketing Trend #3: Authentic Influencer Marketing
Another top marketing trend to watch out for in 2025 is Authentic Influencer Marketing. Consumers are more aware of what marketing is heavily scripted and which is real. Therefore, they want influencers who genuinely love the brands they promote, not ones who hop from ad to ad for a paycheck.

Rhode and Fenty Beauty reigned supreme in this aspect as they prioritized collaborating with micro-influencers and loyal customers. Almost all of their marketing campaign involved real people using their products, making each brand highly sought after due to their relatability and authenticity.
What We Want to See:
- Long-term and meaningful partnerships between brands and influencers.
- Creators sharing honest, real-life applications of products.
- A focus on micro-influencers with engaged, niche audiences.
How to Prepare: Use platforms like Instagram, AspireIQ, and TikTok to discover influencers who align with your values and audience. Focus on fostering genuine relationships over transactional sponsorships.
Marketing Trend #4: AR and VR Immersive Marketing
AR and VR will redefine customer experiences in 2025, allowing brands to create immersive, interactive campaigns that go beyond static screens.

A brand already taking advantage of this is the IKEA Place app which uses AR to let customers virtually ‘place’ furniture in their homes to see if they look right before buying. It’s functional, user-friendly, and solves a common pain point – ensuring furniture fits both physically and aesthetically.
What We Want to See:
- AR-powered virtual try-ons for fashion, beauty, and even home decor.
- VR brand experiences, like virtual store walkthroughs, pop-ups, or immersive product launches.
- Gamified marketing campaigns using AR
How to Prepare: Experiment with AR filters on platforms like Instagram or Snapchat, and consider collaborating with tech companies to integrate VR into your strategy.
Marketing Trend #5: Values-Driven Branding
By 2025, staying neutral on social, political, and environmental issues won’t cut it. Brands must take a stand on causes that align with their values and back them up with real action.
What We Want to See:
- Transparent communication about what brands stand for and why.
- Internal initiatives (e.g., diversity programs) that reflect external messaging.
- Real accountability when things go wrong – because no brand is perfect.
How to Prepare: Define your brand’s core values and ensure they’re reflected in every aspect of your business, from marketing to operations.
Final Thoughts
There you have it! These are the top 5 marketing trends we want to see this year. It is evident that the future of marketing in 2025 is all about connection and this includes connecting with customers through personalization, shared values, and innovative experiences. Brands like Spotify and Patagonia are already paving the way, proving that marketing isn’t just about selling – it’s about building trust and relationships.
It’s 2025 and now is the time to be insanely bold, creative, and authentic with your marketing campaigns.
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