Changing Tides: 5 Cultural Shifts That Will Define Marketing in 2025

As we gear up for 2025, the marketing landscape is bracing for significant cultural shifts. From economic jitters and election fatigue to the AI revolution, hybrid work, and beyond, these changes are set to redefine how brands connect with their audiences in the months and years to come. 

Read on to dive into the biggest transformations we can expect and explore how marketers can navigate this evolving terrain.

The U.S. Election + Doomer Mindsets → An Era of Activism

The U.S. election has come and gone, but its repercussions remain to be seen both domestically and abroad. Amid ongoing political polarization, many consumers are entering a state of despair over our societal and environmental futures. But as anxiety and doomer mindsets swirl, CNN reports that the gloom is actually leading to an uptick of “doom spending.” 

Those who are upset with the results may spend to make themselves feel better, and those happy with the results may spend because it feels like a reward.

— Courtney Alev, Consumer Financial Advocate at Credit Karma 

As any marketer knows, it’s where they choose to spend that really matters. And at a time when so much is at stake, people are paying attention to which companies are involved in purpose-driven work and brand activism — and those standing on the sidelines. 

Related Reading: Marketing in an Election Year: What You Need to Know and Consider

What This Means for Marketers 

Identify causes that align with your mission and commit to sustained action so that the effort feels genuine. This might mean donating a percentage of profits, initiating campaigns for social change, or even making structural changes. To resonate more deeply with audiences, foster a sense of agency through messaging that emphasizes positive change and personal empowerment.

In an increasingly uncertain time, brands that can solve a problem or offer a meaningful promise of hope, safety, or security amid the chaos have a better chance of forming a lasting connection.

— Melissa Mattoon, Strategy Director at Industry Dive 

Ben & Jerry’s, a pioneer in corporate activism, continues to lead the way by embedding social responsibility into all aspects of its brand identity, from sourcing ingredients to championing climate action, human rights, and more. On the heels of the election, the brand was quick to release a statement highlighting its commitment to continue fighting for social justice and environmental causes — “regardless of who sits in the Oval Office.”

Related Reading: 3 Brands Getting Purpose-Driven Marketing Right

Inflation + Economic Concerns → Navigating Financial Anxieties

With inflation affecting global consumer spending power, economic uncertainty looms large — and with it, a sense of unease and trepidation. According to the Project Healthy Minds 2024 State of Mental Health Survey, conducted by The Harris Poll, 

66% say financial issues have hurt their mental health in the past year, with women (69%) more likely to be affected than men (62%). 

But while businesses worry about shifting buyer behavior and lost sales potential, the latest trends seem promising. Last month, “Consumer confidence recorded the strongest monthly gain since March 2021, but still did not break free of the narrow range that has prevailed over the past two years,” said Dana M. Peterson, Chief Economist at The Conference Board. 

October’s Consumer Confidence Survey showed that “compared to last month, consumers were substantially more optimistic about future business conditions and remained positive about future income.” 

Related Reading: How to Adjust Your Marketing Messaging in a Tough Economy

What This Means for Marketers 

It’s nice to hear some good news, but we’re not out of the woods just yet. To tap into audience concerns and make them feel seen and heard, in 2025 brands need to prioritize empathy and value-based messaging. It could also be a good time to introduce or flesh out flexible payment options, special discounts, or rewards programs — great for building brand loyalty. 

Amazon’s back-to-school push is a prime example, humorously encouraging parents to spend less on their kids over the last few years. “Back-to-School season is an annual reminder of how incredibly expensive it is to raise children,” said Jo Shoesmith, Executive Worldwide Creative Director at Amazon. “That’s especially true in this age of steep inflation, when it’s hard to afford eggs, much less backpacks.

We’re breaking through the category clutter with [a] comically honest parental perspective.

Related Reading: Cue the Comedy: 3 Brands Making People Laugh in 2024

AI + Hyper-Personalization → A Desire for Simpler Times

From tailored content recommendations to AI-generated conversations, artificial intelligence continues to reshape consumer experiences and achieve unprecedented personalization. But amidst the excitement, the tech’s ever-expanding reach has also led to AI fatigue, with increasingly skeptical consumers craving authenticity over machine-curated interactions. That’s why balancing tech out with a human touch is crucial.

Related Reading: The Human Element: 3 Brand Campaigns Demystifying AI + Advanced Tech

What This Means for Marketers 

In this kind of atmosphere, nostalgia provides a welcome escape. Throwback products, vintage-inspired branding, and retro design aesthetics tap into the emotional comfort of the past. But leveraging nostalgia isn’t about recycling old ideas; it’s about adapting them for modern audiences. Brands that recognize this can deliver comforting, engaging experiences that feel familiar yet fresh.

That was the intent behind this year’s controversial Toys ”R” Us ad, created entirely with OpenAI Sora technology. While audiences weren’t quite ready for the spot, Global Chief Marketing Officer and President of Toys “R” Us Studios Kim Miller Olko explained: “[Founder] Charles Lazarus was a visionary ahead of his time and we wanted to honor his legacy with a spot using the most cutting-edge technology available. Our brand embraces innovation and the emotional appeal of Toys “R” Us to connect with consumers in unexpected ways.”

We aim to capture that nostalgic feeling and deliver it uniquely.

Related Reading: 4 Visual Design Trends Shaping Content Marketing

Flexibility + Purpose → Embracing Shifting Workforce Culture

How and where we work has changed enormously since the start of the pandemic, with remote and hybrid schedules becoming the norm. But now that things are back to business as usual, employers are expecting more folks back in the office, more of the time. That may be fine for some, but for others? Not so much. 

Six in 10 employees with remote-capable jobs want a hybrid work arrangement. About one-third prefer fully remote work, and less than 10% prefer to work on-site. 

— Gallup

Related Reading: How to Empower Your Employees to Become LinkedIn Brand Ambassadors

What This Means for Marketers 

To attract top talent, brands need to embrace flexibility and align with the values of this new and emerging workforce. Emphasizing work-life balance and social impact speaks loudly to a generation that values flexibility and mission-driven work. 

Marketing can capitalize on this shift by showcasing flexible, supportive workplace cultures for broader appeal. 

In response to these evolving dynamics, Upwork recently underwent a complete rebranding to position itself as “A New Dimension of Work.” With a totally new look and redesigned platform, the company is putting talent first and shining a spotlight on how freelance careers and different ways of working can make for a better life — and even better business.

New Realities + Shifting Goals → Marketing to a Redefined Adulthood

These days, with many city-dwellers choosing to rent or co-live to offset high housing costs, traditional markers of adulthood like homeownership, marriage, and parenthood are on the decline. It’s also taking longer to reach financial independence. 

Adulthood is more than the socio-demographic labels of employee, spouse, and parent — it is a rich, dynamic, and rewarding phase of life defined by continuous psychological change. 

— Psychology Today

As these milestones become less attainable, less desirable, and less common, consumers are redefining what adulthood looks like and what it means to grow up. The new focus for younger generations? Fulfillment via things like personal development, self-care, and self-discovery. 

Related Reading: 5 Trends Dominating Modern Marketing

What This Means for Marketers 

Reconsider your assumptions about consumer aspirations, specifically those of your target audience. Many of them aren’t looking for products that fit a cookie-cutter life script. Instead, they want experiences that add color to their overall life story. Enter Airbnb, a brand that’s absolutely nailing this cultural pivot. 

With its 2024 summer release, the company rolled out Icons, a new category featuring bucket-list stays tied to some of the world’s most iconic cultural places and people. This month, they’re going next level with a tie-in to Gladiator II that’ll open up Rome’s renowned Colosseum for an after-dark armored combat experience next spring. That might sound far off, but the magic starts the moment you open the listing — written and hosted by Paul Mescal’s character Lucius, who also has his very own Airbnb profile to help amp up engagement. 

What’s the next big trend in marketing? Hear where Square’s Mallory Russell and studioID’s Travis Gonzalez are placing their bets.