2025 Predictions

Bold Moves, Energetic Brands, and Lasting Impact

From global uncertainty to the rapid adoption of AI, 2025 will test brands once again. For those willing to adapt and innovate—and brave enough to stand out—it’s also a year of opportunity. We've seen time and again - from Covid-19 to the GFC, that the brands that stand up to be counted,  that invest in growth when all around people are paralysed by indecision, are those that will not just weather the storm, but make a lasting impact through their work this year.

Here are our predictions for the trends that will shape how we experience 2025:

#1 Brands Will Double Down on Differentiation

In a saturated market, standing out isn’t just an advantage—it’s survival. LinkedIn’s 2024 B2B Marketing Benchmark report shows 67% of CMOs are boosting brand-building budgets, prioritising long-term equity over demand generation. In 2025, distinctiveness will be the ultimate disruptor, with bold storytelling and creativity leading the way.

Anecdotally,  2024 saw 50% less brand briefs than 2023,  so this uplift in 2025 is much-needed if we are to avoid the "me too" advertising that simply does not work.

#2 AI Adoption Will Define Industry Leaders

AI isn’t optional, but the flood of solutions has created a new problem: indistinguishability.

Upcoming research by BH&P,  on behalf of Moorhouse Consulting, highlights six critical factors impacting AI implementation, from cultural misalignment to the need to see AI as a strategic accelerator rather than a standalone fix. In 2025, differentiation among AI providers will be key.

The winners will focus on transformational outcomes, cutting through the noise.

#3 Energy Brands Must Focus on Real Change

The energy sector will face relentless pressure to transition, balancing sustainability with affordability. Brands that lead with transparency, innovation, and collaboration will gain trust, while those clinging to outdated models or over-relying on technology without articulating the benefits of their approach, risk irrelevance or - arguably worse - fading into the background.

#4 Fintech Consumers Will Demand Ethical Investment

The rise of values-based finance will accelerate. Consumers want fossil-fuel-free pensions and are turning to ethical banks like Triodos - but with the caveat that these purpose-driven brands need to invest in marketing.

Big time.

Banks like Triodos also need to ensure that their customer experience is up-to-scratch - if people switch bank accounts at scale, the lack of Apple Pay (which is apparently "coming soon!") will disappoint many.

#5 Content Fatigue Will Give Rise to Curators

With content fatigue at an all-time high, social proof will become essential, and curation will outshine creation. Audiences crave insight, relevance, and meaning.

Leaders who invest in influencer, affiliate, and partner-based strategies will outperform those doubling down on product-led campaigns, 

Brands that champion originality, elevate diverse perspectives, and provide thoughtful content will build loyalty - especially for those disenfranchised by the "down with DEI" narrative being driven home by The White House.

#6 The Fight Against Commodity Branding Will Escalate

Amid economic pressures, increased employer NI, and rising costs, many brands will be tempted to commoditise. But smart leaders will resist the race to the bottom, investing in impactful advertising to build differentiation, loyalty, and reach.

Expect a resurgence in TV, radio, and print, as digital becomes oversaturated with too much content that all sounds the same.

#7 Purpose Will Be Tested by Action

Purpose-driven brands face tough competition. Trump, Musk, and others dominate loud spaces, so alternative voices will need to be articulate and innovative to break through.

In 2025, authenticity, transparency, and confidence will separate the leaders from the laggards.

What’s Next for You?

2025 will challenge and inspire us in equal measure. Brands that act with courage, creativity, and purpose will shape the future of business and culture.

Do you agree with these predictions?

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