The new normal for brands is to expect the unexpected.  To help stay on top of the shifting landscape, here’s our take on the trends that will impact marketers in the months ahead. 

Misinformation remains a concern for brands whose reputation depends on trust. We hand-pick articles from reputable sources to combat growing scepticism about quality information.  

12 x marketing trends to keep an eye on

1. The rise of AI Agents 

Autonomous agents are already managing complex tasks. A KPMG report shows that 60% of brands are putting them to work on admin. With autonomy comes accountability, and brands are on the hook for what agents do.

2. Bite-sized video 

Bite-sized video continues to dominate. TikTok, Instagram and YouTube are the platforms people choose.

3. The power of personalisation

Tailored content drives deeper engagement and better conversion. The closer you are to your ideal customer, the bigger the win.

4. Zero click search

Search behaviour is shifting fast. Nearly 60% of searches in the US and Europe are  zero-click (SparkToro). 

5. Search everywhere optimisation

People are getting answers without leaving the search page. They're turning to platforms they trust.  If your brand isn’t discoverable there, you're invisible. 

6. First-party data rocks

First-party data is gold. Cookies are on the way out, and consumers want transparency. Own your data, earn their trust, and build direct relationships via your platforms.

7. UGC and EGC

As Influencers become mainstream, it’s user and employee-generated content that builds deeper trust with consumers.

8. Behaviour shifts

Millennials are the preeminent generational group in the UK and US. Digitally native, socially aware, and wellness-oriented, they want content that respects their time and values.

9. Media fragmentation

Half of people now stream most of their TV (TGI 2024 data). Brands investing heavily  into broadcast must stretch across streaming, VOD, and platforms like YouTube.

10. Upping your creative game

Social ads are starting to feel stale. Audiences are switching off. Smart brands are switching it up, investing in content that connects.

11. Authenticity 

Authenticity beats polish. Raw, real and relevant is winning on social media.

12. Ethics and sustainability

Large language models inherit bias and make mistakes. They scrape data for training which may be copyrighted.  

Creators own the copyright of their work.  Copyright is the main type of intellectual property protecting creators’ original works.   The UK’s creative industries contributed £124bn in gross value added (GVA) to the UK economy in 2023 (House of Lords Library).  Goldman Sachs forecasts the global creator economy (individuals/influencers) could hit $470bn by 2027. The UK’s current copyright law still applies to AI. Proposed reforms include a copyright exemption for AI developers and a new opt-out model for creators. 

Creators want opt-in, control of how their work is used and by whom and to be fairly remunerated.   Global AI legislation will vary. For the UK to be competitive, laws must continue to protect creators and creativity and support innovation. One can’t come at the cost of the other. Brands and agencies need solid AI policies; employees require training with clarity on content ownership, legalities and regional differences.  It’s critical to evaluate the risk.  AI is power-hungry.  As adoption grows, so will pressure on the supply. The sustainability and availability of power may well impact price. AI chips, electricity and trade tariffs - these aren’t abstract concerns, they are tomorrow’s challenges. Brands adopting the latest technology to drive innovation need to consider whether the cost of keeping up delivers real value. 

Our top ten marketing trend articles

Below, you’ll find our hand-selected articles on Marketing Trends from reputable brands, publishers and influencers.  

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Kantar: Marketing trends 2025 here

Emerging trends for marketers to consider as part of their brand growth planning. Trends covered include sustainability, live streaming, social media, and Generative AI.

Author: Kantar

Published: 8 November, 2024

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KPMG: Quarterly pulse survey here 

Insights from 130 x US based executives and business leaders from organisations with annual revenues of $1 billion or more.

Author: KPMG

Published: 9 January, 2025

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Hubspot: The Top Marketing Trends of 2025 and How they’ve changed since 2024 

Data from 1400+ Global Marketers here

Report covers brands pivoting to focus on younger audiences, a resurgence of brand-led marketing, including values, visual storytelling, niche influencers, and the importance of quality data.  

Author:  Erica Santiago

Published: 9 January, 2025

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Accenture Life Trends 2025 here

Five macro trends show consumers seeking balance in a tech-driven world, the need for brands to rebuild trust, and the need to create simple, human-centric experiences.

Authors: Nick Law - Creative Chairperson - Accenture Song, Katie Burke - Global Thought Leadership Lead - Accenture Song, Agneta Björnsjö - Global Research Lead - Accenture Song.  Mark Curtis - Global Sustainability and Thought Leadership Lead - Accenture Song.  Alex Naressi - Managing Director, Global R&D Lead - Accenture Song

Published:  20 November, 2024 the world around them, including business, technology and societal shifts. This year, five emerging trends 

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IBM: AI Agents here

The rise of autonomous AI systems that could transform work and life. Despite media hype, IBM stresses that while AI agents have limitations, they are quickly advancing and will impact enterprise productivity.

Authors: Ivan Belcic - Staff writer and Cole Stryker - Editorial Lead, AI Models 

Published:4 March, 2025

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Exploding topics: 13 Top Marketing Trends 2025 here

The most important marketing trends over the next 24 months as businesses of all sizes adapt their marketing strategies and consumer behaviour continues to evolve. 

Author: Josh Howarth Last 

Published: April 8, 2025

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The Future of Content Marketing: A 2025 Guide here

Neil Patel's blog highlights the rise of AI personalisation, interactive content, and voice and visual search. He urges brands to focus on creating user-centric experiences that match changing consumer behaviours.

Author: Neil Patel - Co Founder of NP Digital & Owner of Ubersuggest

Published: February 4, 2025

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Digital Marketing Institute:  What are the digital marketing trends for 2025?  here

Author: Digital Marketing Institute 

Published: Jan 2, 2025

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Invoca: Data-Driven Marketing Trends for 2025: Why You Need to Update Your Strategy Here 

The importance of first-party data amid privacy changes and fewer third-party cookies. It highlights personalised experiences, AI integration, and unified cross-channel strategies to boost ROI.

Author: Derek Andersen 

Updated: March 4, 2025

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Forbes: Marketing leaders identify key trends for 2025 here

The article highlights 2025 marketing trends, including the rise of AI for insights and the need for personalised, human-centred content. Marketers aim to unify data and balance tech with creativity for deeper customer connections.

Author: Kimberly A. Whitler

Published: 1 Jan, 2025

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