Discover 6 trends that should impact marketing in 2025
Posted: Thu Jan 23, 2025 5:50 am
Stay up to date with the transformations that will continue to shape consumer behavior and brands' marketing strategies in 2025
When we think about marketing trends for the coming year, there is nothing that is absolutely new or that appears out of nowhere. Many of the “innovations” that will gain prominence in 2025 have already begun to show signs of growth in 2024. Some will grow and consolidate, while others will lose strength and disappear.
In the contemporary world, we also recognize that trends iceland telemarketing list do not point in a single direction. For example, while we see a greater search for healthier eating, there is also a growing consumption of products that provide immediate pleasure, such as sweets, alcohol and fast food . There are more people eating quinoa and more people eating bacon; but in many cases, it is the same person who chooses quinoa during the week and then indulges in bacon on the weekend.
These dualities reflect the complexity of human behavior and consumer choices. As Malcolm Gladwell – an author renowned for analyzing how seemingly small ideas can grow and transform mass behavior – points out, fads that emerge “out of nowhere” are, in fact, already based on trends and megatrends.
Some marketing trends for 2025
1. Fashion: growth of conscious consumption and ultra-fast fashion
Based on concern for the planet, we will see the growth of conscious consumption manifested through the increase in the number of thrift stores, second-hand bookstores and detachment groups, both digital and physical. On the other hand, the fast fashion and ultra-fast fashion markets will remain strong, showing that the two extremes coexist.
In practice : fashion marketing professionals need to understand the essence of their brands and the behavior of their consumers in order to position themselves clearly and strategically, more than ever.
2. Slowdown in collabs and growth in licensing actions
Collaborations between brands – known as collabs – will begin to lose momentum in 2025, while latecomers will start to do licensing actions with a collab feel. The increase in brand associations will increase and, with that, the perception of unusualness will decrease.
Thinking about “newstalgic” consumption – a combination of the words new and nostalgic – and the search for fun, we will still see some relevant collaborations. However, we may also see the failure of irrelevant and late actions. The world will discover that collabs are not a trend, but a fad, similar to the Mexican paleta craze.
In practice : marketing professionals must carefully evaluate their objectives and expected results before investing in actions because “everyone is doing it and we need to do it too”. This care can help maintain focus, save resources and protect the brand image, avoiding actions that do not produce an effect.
3. A setback in the way we work
As a reflection of conservative movements in the United States, we are likely to see a weakening of inclusion and diversity initiatives in Brazil. There may also be an acceleration in the return to 100% in-person work, justified by productivity and competitiveness gains, although this also reveals leadership challenges in mobilizing teams by purpose and example. On the other hand, companies that maintain progress in inclusion and diversity and adopt hybrid regimes may strengthen their visibility by demonstrating consistent commitments.
The salary gap between companies that are more and less concerned with ESG (Environmental, Social and Corporate Governance), inclusion and diversity, and employee well-being will increase. At the same time, we will see Generation Z once again worrying traditional managers with the increased adoption of polywork , a model in which professionals work on multiple projects or jobs simultaneously.
With the revival of conservative thinking, ESG actions will once again be questioned as penalties for growth. From the perspective of the conscious consumer, the adoption of sustainable practices will be less reverted to an ability to demand more, but rather perceived as a qualifier for adoption. ESG will differentiate less and less.
In practice : Corporate marketing and employer branding professionals must assess the impacts of these changes on their employees, potential employees and stakeholders . Adjusting communication to reinforce values aligned with corporate positioning can be an effective strategy for strengthening reputation and connection with different audiences.
When we think about marketing trends for the coming year, there is nothing that is absolutely new or that appears out of nowhere. Many of the “innovations” that will gain prominence in 2025 have already begun to show signs of growth in 2024. Some will grow and consolidate, while others will lose strength and disappear.
In the contemporary world, we also recognize that trends iceland telemarketing list do not point in a single direction. For example, while we see a greater search for healthier eating, there is also a growing consumption of products that provide immediate pleasure, such as sweets, alcohol and fast food . There are more people eating quinoa and more people eating bacon; but in many cases, it is the same person who chooses quinoa during the week and then indulges in bacon on the weekend.
These dualities reflect the complexity of human behavior and consumer choices. As Malcolm Gladwell – an author renowned for analyzing how seemingly small ideas can grow and transform mass behavior – points out, fads that emerge “out of nowhere” are, in fact, already based on trends and megatrends.
Some marketing trends for 2025
1. Fashion: growth of conscious consumption and ultra-fast fashion
Based on concern for the planet, we will see the growth of conscious consumption manifested through the increase in the number of thrift stores, second-hand bookstores and detachment groups, both digital and physical. On the other hand, the fast fashion and ultra-fast fashion markets will remain strong, showing that the two extremes coexist.
In practice : fashion marketing professionals need to understand the essence of their brands and the behavior of their consumers in order to position themselves clearly and strategically, more than ever.
2. Slowdown in collabs and growth in licensing actions
Collaborations between brands – known as collabs – will begin to lose momentum in 2025, while latecomers will start to do licensing actions with a collab feel. The increase in brand associations will increase and, with that, the perception of unusualness will decrease.
Thinking about “newstalgic” consumption – a combination of the words new and nostalgic – and the search for fun, we will still see some relevant collaborations. However, we may also see the failure of irrelevant and late actions. The world will discover that collabs are not a trend, but a fad, similar to the Mexican paleta craze.
In practice : marketing professionals must carefully evaluate their objectives and expected results before investing in actions because “everyone is doing it and we need to do it too”. This care can help maintain focus, save resources and protect the brand image, avoiding actions that do not produce an effect.
3. A setback in the way we work
As a reflection of conservative movements in the United States, we are likely to see a weakening of inclusion and diversity initiatives in Brazil. There may also be an acceleration in the return to 100% in-person work, justified by productivity and competitiveness gains, although this also reveals leadership challenges in mobilizing teams by purpose and example. On the other hand, companies that maintain progress in inclusion and diversity and adopt hybrid regimes may strengthen their visibility by demonstrating consistent commitments.
The salary gap between companies that are more and less concerned with ESG (Environmental, Social and Corporate Governance), inclusion and diversity, and employee well-being will increase. At the same time, we will see Generation Z once again worrying traditional managers with the increased adoption of polywork , a model in which professionals work on multiple projects or jobs simultaneously.
With the revival of conservative thinking, ESG actions will once again be questioned as penalties for growth. From the perspective of the conscious consumer, the adoption of sustainable practices will be less reverted to an ability to demand more, but rather perceived as a qualifier for adoption. ESG will differentiate less and less.
In practice : Corporate marketing and employer branding professionals must assess the impacts of these changes on their employees, potential employees and stakeholders . Adjusting communication to reinforce values aligned with corporate positioning can be an effective strategy for strengthening reputation and connection with different audiences.