As we step into 2025, the marketing world is evolving at record speed. Consumers of today are demanding transparency, sustainability, and personalisation. Whilst advancements in technology like artificial intelligence (AI), augmented reality (AR), and virtual reality (VR) are reshaping engagement.
To stay competitive, brands must not only recognise these trends but also implement strategies to thrive in an ever-changing landscape. That’s why we’ve explored 14 key marketing trends set to define 2025 and provided actionable insights to help you future-proof your brand.
1. Rise of the Conscious Consumer
Consumers are no longer passive buyers; they are purpose-driven decision-makers. A McCrindle report revealed that 63% of consumers are now more conscious of their purchases than a year ago. The focus has expanded beyond sustainability to include social justice, diversity, and community support.
Brands must demonstrate authenticity and align their practices with their values. For example, eco-friendly packaging or fair labour practices are increasingly critical to earning consumer loyalty. However, greenwashing or empty promises can damage trust.
ARDENT INSIGHT
Understand your audience’s priorities, be transparent about your practices, and communicate your values consistently.
2. Emphasis on Human-First Marketing
Despite AI’s growing role in marketing, human-to-human (H2H) engagement remains essential in 2025 and beyond. While AI offers efficiency and scalability, it cannot replicate the emotional depth and empathy of human creativity.
Public relations is where this shines, as audiences and media gravitate toward authentic, relatable stories — be it a founder’s journey, community impact, or meaningful case studies. These narratives foster trust, credibility, and enduring relationships.
Ethical considerations further highlight the importance of human involvement. As AI becomes more integrated into campaigns, humans act as the moral compass, ensuring ethical data use and diverse representation.
ARDENT INSIGHT
Leverage AI for efficiency but let humans lead in storytelling, creativity, and ethical marketing.
3. Strengthening Your Digital Footprint
Your digital presence — every blog, tweet, and collaboration — shapes how your brand is perceived. With traditional media declining, a consistent and robust digital footprint is non-negotiable.
A well-maintained digital footprint not only boosts awareness but also enhances customer experience, builds trust, and improves SEO. Digital PR plays a vital role. By securing mentions in reputable digital outlets, collaborating with influential voices, and simply sharing your core messages consistently across all platforms, brands can amplify their reach and credibility.
ARDENT INSIGHT
Audit your online presence to ensure consistency, shape content around what topics you want your brand to be known for and explore Digital PR tactics to strengthen your brand reputation.
4. Preparing for the Zero-Click Revolution
Did you know that nearly 60% of Google searches now end without a click? This phenomenon, known as the “zero-click revolution,” is reshaping how brands approach SEO. Instead of driving users to a website, Google provides rich, standalone answers directly in search results.
This trend has been supercharged by Google’s AI-powered search overviews, which launched in Australia in 2024. These overviews use generative AI to deliver conversational, contextual answers at the top of search pages. For brands, this means creating content that not only ranks but also provides immediate value.
ARDENT INSIGHT
Double down on SEO best practices. Focus on creating high-quality, concise content that answers user questions directly to maintain visibility.
5. Optimising for Voice Search
Voice search isn’t just a passing trend — it’s a new marketing mainstay. With nearly half of all internet searches now conducted via voice, it’s clear that platforms like Siri, Alexa, and Google Assistant are here to stay.
In 2025, these tools will continue to become smarter, offering personalised and accurate results thanks to advancements in AI and machine learning. The focus will be on optimising content for conversational queries, understanding what your audience is asking and crafting content that answers those questions naturally.
ARDENT INSIGHT
Optimise your content for long-tail keywords and conversational language to remain voice-search-friendly.
6. Leveraging Social Search
Did you know that 40% of Gen Z now uses TikTok or Instagram instead of Google for searches? Social media platforms are no longer just spaces for entertainment — they’re powerful search engines.
AI-driven summaries and seamless in-app experiences make these platforms invaluable for brand discovery. And unlike Google, which directs users elsewhere, social search keeps them on the platform, offering a seamless experience.
ARDENT INSIGHT
Align your content with frequently asked questions and trending keywords on social media and build trust through influencer collaborations.
7. Power of User-Generated Content (UGC)
UGC and employee-generated content (EGC) have become powerful tools for authenticity. Social proof — real users sharing real experiences — resonates deeply with audiences and drives higher engagement. Shopify reports that ads featuring UGC achieve 4x higher click-through rates than traditional ads.
ARDENT INSIGHT
Encourage your audience and employees to share brand experiences and incorporate these into your campaigns.
8. Return of Long-Form Video
In the era of short attention spans, it may seem counterintuitive, but long-form video is making a powerful comeback. While short clips dominate platforms like TikTok and Instagram Reels, long-form content offers something that quick snippets often cannot: depth and storytelling.
Long-form videos allow brands to connect with their audience on a deeper level by providing context, emotional engagement, and more comprehensive narratives. Another significant advantage of long-form video is its potential to foster genuine relationships.
ARDENT INSIGHT
Balance short-form videos with meaningful long-form content to connect with your audience more deeply.
9. Connected TV Ads on the Rise
Connected TV (CTV) advertising is revolutionising how brands reach audiences. Unlike traditional TV ads, CTV ads come with low entry barriers and advanced targeting options, making them accessible to brands of all sizes. In 2025, CTV’s growth trajectory continues, driven by increasing viewer adoption and the shift away from linear TV.
CTV ads allow brands to target users based on demographics, viewing habits, and even specific shows or channels. This precision ensures ads are relevant, which in turn boosts engagement. Furthermore, advancements in IP and device-level attribution are improving the ability to measure campaign performance accurately.
As more viewers migrate to streaming platforms, brands that fail to adopt CTV risk losing out on a key opportunity to engage audiences where they’re most active.
ARDENT INSIGHT
Integrate CTV into your media strategy to engage audiences effectively on streaming platforms.
10. Prioritising Zero-Party Data
Zero-party data — information that consumers willingly share — has emerged as a gold standard for personalisation and privacy. Unlike third-party cookies, which are being phased out, zero-party data is collected transparently, fostering trust while adhering to evolving regulations.
This type of data includes personal details (e.g., name, email), preferences, purchase intentions, and even lifestyle insights. Its uses are vast, ranging from dynamic website experiences and ad targeting to audience segmentation and loyalty programs.
Brands that effectively utilise zero-party data can deliver hyper-relevant experiences that enhance customer satisfaction and drive loyalty.
ARDENT INSIGHT
Develop tools to gather and manage zero-party data transparently and responsibly.
11. Building Trust Through Transparency
In 2025, building consumer confidence is more critical than ever. Today’s consumers are highly informed and demand brand transparency about their practices, particularly around data usage. Failing to meet these expectations can lead to mistrust, reduced engagement, and even reputational damage.
The benefits of trust are numerous. Transparent brands are more likely to retain customers, receive positive word-of-mouth recommendations, and even weather crises more effectively.
ARDENT INSIGHT
Regularly highlight your ethical practices and use behind-the-scenes content to build credibility.
12. AI-Powered Personalisation
AI is no longer a futuristic concept — it’s a core element of modern marketing. AI personalisation involves using artificial intelligence to deliver tailored experiences to each user. From customised product recommendations to personalised ads and chatbots, AI makes every interaction feel more relevant.
Brands can use AI to create personalised landing pages, suggest products based on browsing behaviour, or even tailor email campaigns with dynamic content. Netflix’s recommendation engine is a prime example of AI-driven personalisation in action.
The benefits go beyond customer satisfaction. Personalised experiences drive higher conversion rates, improve retention, and allow brands to scale their efforts efficiently.
ARDENT INSIGHT
Invest in AI tools to deliver personalised content, ads and customer experiences, whilst maintaining a human touch.
13. Embracing AR & VR
Augmented reality (AR) and virtual reality (VR) are redefining how brands engage with their audiences. While AR overlays digital elements onto the real world, VR creates fully immersive environments. Together, they offer endless possibilities for interactive and engaging marketing experiences.
AR and VR offer powerful applications, from virtual product try-ons to immersive storytelling and gamified marketing campaigns. These technologies also enhance in-store experiences, allowing brands to merge physical and digital elements seamlessly.
ARDENT INSIGHT
Experiment with AR and VR to create unique experiences that differentiate your brand, whilst captivating and retaining your audience.
14. Driving Engagement with FOMO Marketing
The fear of missing out (FOMO) is a powerful psychological trigger that marketers have used for years, but its relevance remains strong in 2025. FOMO marketing leverages urgency and scarcity to motivate consumers to act quickly—whether it’s snagging a deal, attending an event, or signing up for an exclusive offer.
Strategies like limited-time offers, flash sales, and exclusive access tap into this fear effectively. Social proof also plays a role—when consumers see others engaging with a product or service, they’re more likely to act themselves.
The benefits of FOMO marketing are clear. It drives higher conversion rates, increases engagement, and fosters a sense of excitement around your brand.
ARDENT INSIGHT
Incorporate FOMO elements into your campaigns. Use countdown timers, social proof, and urgency-based messaging to create a sense of excitement and prompt immediate action.
The trends of 2025 highlight a fascinating blend of technology, creativity, and consumer values. By staying agile and embracing these insights, your brand can create campaigns that resonate, build trust, and drive success in an ever-evolving marketplace.
Are you ready to embrace the future?