Marketing trends are reflections of how consumers are currently behaving, how technology is evolving and how the world is changing.
For businesses, staying ahead of these trends and understanding what has value is essential. With 2024 bringing widespread budget cuts and 2025 continuing that pattern, marketers are under pressure to achieve more results, while spending less. So which current trends are short-lived fads and which are likely to be here for the long haul?
Doing more with less: Shrinking budgets, bigger expectations
One of the most significant recent shifts is the reduction in marketing budgets. Companies across industries are tightening their belts, forcing marketing teams to be even more strategic. This doesn’t just mean cutting costs it means optimising every channel and campaign to deliver maximum impact. Efficient content creation, repurposing assets and smarter targeting are no longer optional, they’re critical.
Within media and comms specifically we see this play out in how campaigns are briefed, measured and scaled, with an even greater emphasis on ROI and content efficiency.
The Battle of real-time platforms
The race for real-time attention has intensified. Platforms like TikTok, Instagram Reels, and even LinkedIn are pushing real-time, short-form, reactive content.
Brands that are succeeding are the ones that are being authentic and quick. Speed, relevance and the ability to jump on trends without losing brand voice is becoming a permanent expectation.
Is it here to stay? Yes. Consumers are now accustomed to instant content and trending conversations. Real-time engagement is no longer just a tactic, it’s a core strategy.
AI in marketing — strengths and weaknesses
AI is everywhere, but it's certainly not flawless. Tools like ChatGPT, Co-Pilot and automated ad platforms are revolutionising content creation, personalisation and data analytics. They help marketers scale faster. But AI also presents risks, generic content, misinformation, complacency and the loss of brand tone if not supervised carefully, which can have serious negative effects.
Is it here to stay? Absolutely. But, the winners will be those who use AI as an assistant, not a replacement. Human oversight + AI efficiency = the future.
Conscious branding
Today’s consumers expect brands to care and demonstrate they are making a difference. Not only that, but clients are now actively requesting agencies do the same . Sustainability is no longer just a corporate responsibility topic, it’s a marketing differentiator. Companies that communicate authentic eco-friendly practices are gaining loyalty. However, on the flip-side “greenwashing” (faking sustainability for marketing gain) is heavily criticised and can seriously damage reputation. For example, Adidas being found guilty of falsely claiming their Stan Smith sneakers were 50% recycled, Ikea's accredited illegal logging, and Amazon's over-packaging of sustainable products.
So it a trend or more of a long-term shift? It’s definitely a long-term change. Sustainability will continue to merge with marketing as audiences grow more conscious and regulations continue to tighten.
Video marketing domination
Video remains the undisputed king of content. Thanks to short-form videos, live streams and behind-the-scenes clips, video consistently drives engagement and conversions.
Platforms continue to prioritise video content in their algorithms and users are consuming more content than ever. Viewers retain 95% of a message when watching on video, compared to 10% when reading it in text. 87% of people say that video has convinced them to buy a product or service.
Video is not just a campaign tactic anymore it’s the foundation of digital storytelling, for that reason, it’s definitely here to stay.
While some marketing trends come and go, the current landscape suggests a more permanent shift in how brands must operate: smarter spending, authentic messaging, real-time presence, ethical responsibility and video-first strategies.
Businesses that embrace these trends, rather than resist them, will position themselves for growth even in tighter economic times. If CWA can support you on your journey please reach out to our team.
