Marketing Trends to Watch in 2025
This year is one of the first since the pandemic where we can look at the previous year’s data without the interruption of lockdown threats. As a quick look, 2024 was the year brands pushed the boundaries on social media ‘trends’ (I’m looking at Molly-Mae break-up X Dominos), we felt more and more like we were living in the future (live-stream of Christmas presents and AI placement ads) and AI got their own desk in the office (SheerLuxe AI Employee).
But what will 2025 bring? Here are my favourite predictions for 2025 + my top tips for navigating them…
1. TikTok is going to lose its influence
Is TikTok’s 2023 slogan, "It Starts on TikTok", still holding true?
After TikTok’s short ban, the future of the app is still in question. However, as discussed by Mark Savage, Nick Grimshaw, and Annie Mac on the SideTracked podcast, this may not signal the end of an era but rather a shift toward new platforms. When India banned TikTok in 2020, the result wasn’t that users were unaware of the viral trends—it simply meant they started seeing them on Instagram Reels, YouTube Shorts, and other social media platforms.
Image: MediaWeek
As TikTok shifts its focus toward expanding its storefront and promoting commercial content, it risks losing its edge in driving organic trends - the quality that once made the platform so influential. This shift could overshadow the viral, grassroots appeal that has defined TikTok's cultural impact. Notably, 51% of consumers now prefer platforms like Facebook and Instagram for tracking trends and staying updated on cultural moments (Sprout Social Index, 2025) - as user behaviour evolves and competing platforms replicate TikTok's features, the social media landscape could become increasingly fragmented, with influence distributed more evenly across platforms.
Top tip: Brands that once leaned heavily on TikTok should start considering a broader approach, diversifying their presence across multiple platforms to stay relevant.
2. The attention on Gen Z will shift
Every era is fascinated by emerging generations. Born in 1996, I’m slightly on the cusp of being Gen Z (1997–2010) and a Millennial (1981-1996). I remember my first internship when people eagerly asked how to market to my generation - for years, Gen Z has been the primary focus, but I predict that will shift in 2025. Here’s why:
Spending Power Dynamics Are Shifting: While Gen Z has dominated the conversation, recent reports highlight that Baby Boomers (1946–1964) and Generation X (1965–1981) actually hold the largest disposable income. In fact, by 2040, it’s projected that 63% of every £1 spent will come from individuals aged 65 and over. Marketers need to realise that older generations, with established careers and savings, should no longer be overlooked in favour of younger groups with less purchasing power.
The Diversity Within Gen Z Is Becoming Clearer: Brands and agencies often consider Gen Z as a collective, assuming that just because someone was born between 1997 and 2010, they’re always on TikTok, love matcha, and wear Castlecore. This outdated marketing approach is based on a one-size-fits-all approach, and personalisation is key to successfully engaging with this generation.
Image: MediaWeek
Generation Alpha’s Growing Influence: While Gen Z might be the dominant force in popular culture, Generation Alpha (2010-2025) is quickly asserting its influence, especially in terms of family spending. This generation wields significant power in shaping family purchases in categories like technology, food, entertainment, and travel. Their influence is already transforming markets. For example, figures like MrBeast, a prominent icon for Gen Alpha, illustrate their impact. Known as the most-followed YouTuber and owner of Feastables (think of him as a modern-day Willy Wonka), MrBeast, in 2024, MrBeast ranked among the year’s top creator earners, generating an impressive $85 million (Forbes).
Top tip: To really see how people’s interests can wave across many genres with different levels of interests, dive into the comments of TikTok’s sub-genres, and look at the profiles of those commenting.
3. We’ll demand more from Influencers
While I’m not predicting the end of influencers as we know them, the landscape is shifting. Audiences are growing tired of curated, picture-perfect lives centred on superficial content like coffee orders and daily outfits. This is evident in the rise of trends like #UnderConsumptionCore and #DeInfluencing, signalling a desire for more meaningful, authentic content.
So, who will hold influence?
Hybrid-Influencers: Audiences are gravitating toward creators who bring substance and authenticity to their platforms. An example of this shift is the rise of the gorp-core aesthetic, where outdoor exploration has become more than a fashion statement—it’s a lifestyle trend. While still driven by influencers, this movement offers value beyond luxury goods, promoting mental health benefits, healthy habits, and actionable advice, such as budget-friendly travel tips and affordable outdoor gear recommendations.
This growing demand for meaningful influence is also reshaping how brands choose collaborators. Talent agencies like TBH Talent increasingly represent influencers who go beyond product promotion. These creators focus on storytelling, important causes, and personal experiences, making their content both relatable and impactful.
Squiggly Career Influencers: According to Trend Bible’s 2024 - A Year in Review Report, role models like Ilona Maher, Bebe Vio, and Simone Biles exemplify this new wave of influence. These figures are not just athletes or public figures—they’re using their platforms to address critical issues. By stepping into the role of influencers and adding more depth to the influencer model, they are expanding public expectations of who influencers should be and what they stand for.
Top tip: If your goal this year is to become an influencer, start by focusing on the value you can bring to your audience through your content. This value could be practical, such as sharing cleaning hacks or DIY tutorials. Alternatively, it could be more nuanced, like creating relatable content that resonates with your audience, addressing shared challenges, or fostering a sense of community.
4. Brand Guidelines will be ignored
Brands are tearing up the rulebook. In Hootsuite’s recent trend report, they highlighted how social media platforms and culture have “created opportunities that old-school brand playbooks would never allow. And we’re seeing more and more organisations toss those playbooks aside, loosen the reins on consistency, and prioritise creativity on social media” (Hootsuite, 2024).
This shift is evident in how heritage brands are embracing and contributing to pop culture moments. Take Marks & Spencer, for example, which has successfully tapped into TikTok culture, engaging with younger audiences in ways that were once unimaginable for such a traditional brand.
Brand collaborations have also evolved, becoming more daring (and sometimes questionable but somehow, still working). By borrowing not just audiences but also rulebooks, brands are amplifying their awareness, perception, and value. Some standout partnerships include:
Dunkin’ x Scrub Daddy: blending a beloved coffee chain with a quirky cleaning product brand
Surreal x HANX: combining a playful cereal brand with a progressive sexual wellness company
Brands are no longer bound by rigid guidelines—they’re experimenting, innovating, and finding new ways to connect with audiences in unexpected yet impactful ways.
Top Tip: Don’t let your brand guidelines stifle your creativity. However, when stepping outside the lines, ensure there’s a clear purpose behind it. Define specific objectives and set measurable KPIs to ensure your experimentation aligns with your brand’s goals and delivers results.
Do you agree with your predictions? Have more of your own that you’d add? Tell me what you think on LinkedIn or Instagram.
