Ashgrove Marketing’s Terry van Rhyn considers how to navigate the changing communications landscape in 2025.

Every January I dust off my trusty crystal ball to write a piece highlighting the key marketing trends for the year ahead.

To help me do this, I read many articles from people who are way cleverer than me and form an opinion of what I believe the consumer trends will be. This year I called in the help of AI as an additional research tool, and I must confess I’m impressed with the speed at which it gathered intel.

As we embark on the 2025 journey, the advertising and marketing landscape is looking like a fearsome rollercoaster ride. I suggest we fasten our seatbelts, folks, because the only thing certain about the upcoming year is that it will be unpredictable.

After years of constant flux – from the digital boom to the pandemic-induced changes in how we shop, work, and play – 2025 will probably see consumers continuing to lean into personalisation, but with a twist. According to Euromonitor International’s Global Consumer Trends 2025 we can expect more demand for hyper-localisation.

While mass-market campaigns still have their place, Brits are increasingly looking for brands that speak directly to them in a very specific way – that means tailoring messaging not just to regional accents, but to local cultural quirks, the humour, and even the daily struggles of different UK communities.

AI and automation? Of course, these are here to stay, but what’s becoming increasingly important is human touch and empathy. Yes, AI can write informative copy or recommend a product you’d love, but brands that take it a step further – creating authentic human connections with their audience – will always win hearts.

There is no doubt in my mind that authenticity is more important than ever, and consumers expect real, unvarnished moments that make them feel seen and heard.

NielsenIQ’s Mid-Year Consumer Outlook: Guide to 2025 suggests that brands need to craft experiences that feel like a personalised conversation, not a monologue. This, by the way, is nothing new – I’ve always believed brands should not only project authenticity but live it.

We’re also now seeing a back-to-basics movement that embraces tactile experiences. You will see more pop-up shops, experiential events, and hands-on product testing as consumers crave sensory experiences. It’s time for brands to get their hands dirty with live events, interactive social campaigns, and yes, the occasional real-world surprise.

So, get creative. The “real world” may be less cluttered than the digital one, and a truly unexpected and unique experience will leave a lasting impression.

During my past 40-plus years in this industry, I have always advocated the importance of understanding colour trends as part of brand positioning and how colour impacts consumer behaviour. It is suggested that in 2025, colours won’t just be shades – they’ll be emotional triggers.

According to colour experts, we’re seeing a move toward earthy tones and vibrant accents, which reflect both the desire for connection with nature and the urgency to embrace optimism in uncertain times. We can expect hues like deep terracotta, rich forest greens, and warm yellows to dominate the scene.

But colour isn’t just for design nerds to drool over – it plays a direct role in buying behaviours. Consumers aren’t always choosing products based on what’s inside the box; the visual appeal of packaging can make or break a sale. Bright, vibrant colours can invoke feelings of joy, while muted, earthy tones signal sustainability and comfort.

It’s no longer just about what the brand says – it’s about how it makes you feel. That new tech gadget? If it’s decked out in bold colours like electric blue or neon pink, you’ll be more inclined to grab it off the shelf. But that eco-friendly shampoo? Soft greens and natural beiges create an association with nature and purity. Brands need to choose wisely, because your colour palette can really influence how much consumers are willing to pay.

Speaking of bold moves, let’s touch on the Jaguar launch and why it’s such a brilliant case study for brands in 2025. Jaguar’s new electric vehicle launch wasn’t just about shiny new tech – it was about making a bold statement in the automotive industry. The design is different: it’s sleek, it’s daring.

Jaguar’s approach was a wake-up call to all brands: if you’re not brave enough to shake up your industry, you’ll get left behind. It’s time to take those big, risky leaps – whether it’s with product design, marketing campaigns, or your brand messaging.

This means embracing change, even when it feels uncomfortable. Take a page out of Jaguar’s book and go bold. If your brand has been playing it safe, 2025 is the year to push boundaries, challenge norms, and speak louder.

For today’s consumers are craving innovation, especially when it’s tied to a sense of purpose. If you can make your brand stand for something that goes beyond profits – think sustainability, community, or cultural relevance – you’ll tap into an audience that’s loyal and ready to invest in your success.

But let’s not ignore the elephant in the room: global geopolitics and the financial landscape. With a new president stepping into office in the US, global financial markets remaining volatile, and tensions in the Middle East and Ukraine continuing to simmer, it’s clear that the economic climate will impact consumer spending patterns in 2025.

As instability looms in some regions, brands will need to act with sensitivity and strategic foresight. More than ever, businesses will have to balance boldness with responsibility.

Consumers are increasingly scrutinising how brands position themselves amid political and economic uncertainty. Brands that seem tone-deaf or too self-interested might see backlash. On the flip side, those that use their platforms for good, showing empathy and addressing larger societal issues, will gain a lot of goodwill.

If brands want to thrive in 2025, they’ll need to keep up with the constantly shifting sands of consumer behaviour, tech, and design. It’s about being brave, being bold, and recognising that the real-world experience matters just as much as the digital one.

Oh, and don’t forget the colours. They’re not just a backdrop, they’re a vital part of what drives purchasing decisions. So, let’s get ahead of the game, shake things up, and keep it fresh. 2025 is ready for you – are you ready for it?

Additional sources and further reading:

Shopify UK 11 Important Consumer Trends to Watch in 2025

Motor1.com Jaguar’s Upcoming Models

Auto Express Insights into Jaguar’s New Lineup

Gear Patrol Analysis of Jaguar’s EV Plans

Forbes Retail Trends for 2025

The Sun Anticipated Car Releases in 2025