How marketing trends in 2025 are inspired by the lessons of last year

As we reflect on 2024, it’s clear the marketing themes that defined the year aren’t going anywhere. Despite a turbulent period, there’s a positive and optimistic outlook for 2025, with brands increasingly focusing on the power of insights to drive growth. From navigating brand diversification to rethinking outdated marketing rules and embracing intergenerational strategies, the most popular articles from Hall & Partners this year highlight how marketers can adapt and thrive in a changing landscape. Here’s what 2024 taught us, and why these lessons are crucial for the year ahead.

Balancing technology and human insight

One critical lesson for marketers is the need to strike a balance between leveraging cutting-edge technologies like AI and synthetic data and maintaining the irreplaceable value of real human insights. Synthetic data, while powerful for scaling and identifying trends, often lacks the depth and diversity needed to truly represent real-world consumer experiences. Over-reliance on it can perpetuate biases, overlook minority groups, and miss critical emotional and contextual nuances.

Don’t be dazzled by efficiency at the expense of authenticity. Human insights remain essential for creating meaningful, inclusive brand connections. By combining the best of AI-driven tools with the nuanced understanding that only real-world data and human expertise can provide, marketers can craft research that drives genuine engagement and builds long-term trust.

Technology is a tool, not a replacement, for the human touch in understanding and connecting with diverse audiences.

Marketing beyond Gen Z

We discussed how brands are obsessed with Gen Z. They’re definitely influential and have growing purchasing power, but a hyper-focus often ignores two key things: Gen Z is incredibly diverse, and older generations like Gen X and Baby Boomers are still a goldmine for growth. These older groups have serious spending power and unmatched brand loyalty, making them just as important, if not more, for long-term success. Overlooking them would be a missed opportunity.

Older consumers are more likely to stick with brands they know and trust, and they have more disposable income to spend. By expanding your approach and adapting to changing needs, brands can find new opportunities, build stronger loyalty, and thrive in a diverse market.

To grow sustainably, brands need to think bigger. It’s not about chasing the newest trend; it’s about finding common ground that resonates across generations.

Winning brands think beyond 60/40

Marketers are starting to move past the old-school 60/40 rule, spending 60% on brand building and 40% on performance marketing, and for good reason. While it’s a decent starting point, this one-size-fits-all approach doesn’t always fit the unique needs of every brand or market. Times have changed, and advanced analytics now give us the tools to create smarter, more tailored strategies that actually align with a brand’s goals and the realities of their market.

The best brands in the game aren’t sticking rigidly to the 60/40 split anymore. Instead, they’re finding ways to blend brand building and performance marketing in ways that make sense for them. By balancing both, they’re not just driving short-term results, they’re setting themselves up for long-term success.

Use advanced analytics to develop marketing plans that reflect your brand's unique context, rather than relying solely on generalised rules. Recognise the complementary roles of brand building and performance marketing, and design campaigns that effectively combine both elements. Finally, balance short-term results with long-term brand building to drive lasting growth and stability.

It’s all about being flexible, data-driven, and focused on what really works for your brand.

Navigating brand stretch

Expanding your brand into new markets or product lines can be a game-changer, but it's not without its pitfalls. The key is to understand your brand's core identity and ensure any new ventures align with it. It's important to ask where do your customers actually want your brand to be involved in their lives? Understanding their boundaries and preferences is key. Your business should aim to fit naturally into their world, rather than forcing its way into spaces where it doesn’t belong. Being intrusive can harm trust and damage relationships. Instead, focus on listening to your audience and building genuine connections in areas where they feel comfortable welcoming you.

Brands like Apple for example have nailed this by leveraging their existing strengths and distribution channels to support successful expansions, such as moving from iPhones to MacBooks.

However, missteps happen when brands stray too far from their core or rush into diversification without solid research and analysis.

Stay true to what makes your brand unique, and ensure any new products or services fit seamlessly with your mission, culture, and capabilities.

The case for more brand arrogance

In today’s crowded marketplace, standing out is no easy task. With consumers bombarded by endless options, brands need to step up and make bold moves to grab attention and stay top of mind. Embracing a certain level of 'brand arrogance' can be effective, especially for luxury brands where exclusivity and prestige are key. This approach signals confidence and positions the brand as a leader. However, ensure this boldness doesn't come across as ignorance; maintain inclusivity and authenticity to build genuine connections with your audience.

Consider adopting a confident, assertive brand strategy to differentiate yourself.

Storytelling is a critical strategy for heritage brands

Many brands have history, but heritage comes from a compelling story. Heritage brands are able to use their original purpose and positioning to deliver value today, while those brands without a strong narrative are just history.

Brand heritage can be a double-edged sword. While a rich history offers authenticity and trust, clinging too tightly to the past may hinder innovation and relevance.

Brands like Nokia and Kodak, once industry leaders, faltered by not adapting to changing markets. In contrast, companies such as Apple and Louis Vuitton have successfully leveraged their heritage while embracing modernity, ensuring continued growth.

A brand with heritage can amplify authentic identity and advantages. Yet left unchecked, it can quickly become a noose around the neck of the brand that creates the need for the obituary.

For brands to succeed, your heritage should be your compass, not a ball and chain. It’s about taking what makes your brand unique and confidently updating it to fit today’s world. By staying true to your core values while keeping things fresh and relevant, you can turn your history into a powerful asset that builds authenticity and fuels long-term growth.

Is your brand’s heritage helping you move forward, or holding you back? Take a closer look, and let your past guide you, but keep your eyes firmly on the future.

The road ahead: What can we expect in 2025?

1. Redefining possibilities with AI and expertise

AI is set to transform market research with advanced tools that analyse complex datasets at remarkable speed, uncover hidden trends, and offer precise, actionable insights. These systems will go beyond automation, working as ‘co-pilots’, rather than ‘auto-pilots’, alongside human experts to combine data-driven analysis with cultural and contextual understanding, addressing nuanced challenges with greater depth.

Emerging applications will include real-time sentiment analysis, personalised insights, and adaptive AI models tailored to specific industries. These advancements will streamline routine tasks, freeing researchers to focus on strategy and interpretation, while also enabling organisations to tackle complex business needs.

As AI becomes increasingly integral to market research, the synergy between machine capabilities and human expertise will continue to redefine what’s possible. The future holds tremendous potential for marketers and research companies to gain deeper insights, make smarter decisions, and adapt more swiftly to a dynamic marketplace, all while maintaining a commitment to ethical and responsible AI use.

2. The comeback of physical experiences

After years of living in a digital-first world, people are craving real, face-to-face connections again. That’s why physical, immersive marketing experiences are set to make a strong comeback in 2025. Whether it’s a live event, a pop-up activation, or an interactive store, these experiences tap into something we all want; to feel something real. People value experiences over things, and brands are leaning into this by creating moments that bring us together and leave a lasting impression, which is something you just can’t replicate online.

2. Beyond brand purpose

The idea of ‘brand purpose’ is evolving. It’s no longer just about having a mission statement or a feel-good campaign. Today, brands are finding new ways to connect with their audiences by embedding themselves into social groups, networks, and communities; think modern tribes. By becoming part of these ecosystems, brands are finding fresh ways to stay relevant and matter to people. It’s like the next step in influencer marketing, where it’s not just about individuals but about shared values and meaningful connections that drive real behaviour.

Brands are moving beyond simply selling products. They are focusing on building environments, both in-person and online, where customers and brands can interact meaningfully, forming stronger connections and building loyalty.

4. Demonstrating authenticity

Today’s consumers are no longer swayed by bold promises that don’t hold up. Instead, they want brands to back up their words with genuine, measurable actions. Flashy campaigns and feel-good slogans don’t cut it. People are paying attention, and when they spot inconsistencies, they’ll call them out or reject the brand altogether.

Transparency and staying true to your values are key. Customers care about things like sustainability, fair treatment, and how a company supports their needs. Brands that deliver on these values will stand out and earn trust.

Authenticity is the foundation of trust and isn’t a quick fix. It’s about long-term commitment, not just short-term marketing tactics. Consumers know when a brand is chasing a trend versus truly invested in making a difference. In 2025, brands that stick to their values and show consistent care will build stronger, lasting relationships.