7 trends that will break the ice in 2025
As 2025 sets in and the ‘in and out’ trends flood your timeline, our CEO Kamiqua Lake shared her 2025 predictions in PR Week last week. We’ve decided to bring you seven PR and marketing trends to watch this year—let’s see how they match up!
We’re seeing that AI is here to stay, bougie influencer trips may have run their course, and health is indeed wealth. For a peek into our crystal ball, read on.
1. AI for good
AI is transforming how brands connect with their audiences. In 2025, we’ll see brands using AI to improve efficiency and the consumer experience. For example, eBay uses AI to offer innovative product recommendations, improve creative decisions, and personalise shopping experiences. Similarly, Meta’s AI tools are helping brands push the boundaries of dynamic content creation and storytelling, providing new ways to engage audiences—even as the platform navigates ongoing scrutiny.
AI is also proving to be a valuable partner for comms professionals. It takes over tasks like data analysis so teams can focus on storytelling and strategy. Its true potential lies in crafting hyper-personalised experiences and boosting accessibility, making campaigns more thoughtful and impactful. The brands to watch in 2025 will be those that harness AI to elevate creativity and address real-world challenges, turning technology into a force for good.
2. Goodbye, purpose-washing
In 2025, we’ll move past the days when brands used purpose as just a buzzword without backing it up with real action. Performative efforts won’t cut it—brands must be genuinely rooted in purpose, or they’ll miss the mark. There’s no middle ground.
While some brands have scaled back on “woke agendas” due to concerns over profitability and the pushback against ESG and DEI, the purpose isn’t going anywhere. It might be more controversial now, but it's evolving, and brands are finding fresh ways to make it meaningful. For us, purpose has always been part of who we are, and we’re excited to help more brands communicate that authenticity through consistent messaging.
The real challenge will be staying consistent and proving your impact—are you walking the talk? As consumers demand more transparency, ESG is far from dead. In fact, it’s more important than ever. Brands like Patagonia show that when sustainability, equity, and social impact are at the core of a business, it’s not a trend—it’s a guiding principle. The key will be to engage people using entertainment and tap into the broader need for escapism, humour and fun.
3. Unexpected partnerships will continue to dominate conversations
In 2024, we saw some surprising brand partnerships that really caught our attention—think Skims x North Face or Lego x Pharrell Williams. These collaborations aren't exactly new; in 2025, brands will start embracing them to stand out and spark new conversations.
As consumers, we don’t live one-dimensional lives, so why should the brands we love? Mixing up industries lets brands reach new audiences, show they’re bold and innovative, and, most importantly, get people talking. Whether it's luxury teaming up with tech or wellness brands with fast fashion, 2025 will be the year of partnerships that surprise us, challenge what we expect, and make us feel authentic about our lives.
4. Community-first marketing
Community marketing will continue to gain traction this year, moving from a trend to a fundamental shift in how brands engage with super fans and loyal customers. Brands like Refy, Glossier, Patagonia, Nike, and Lego have been taking charge, realising the power of creating authentic connections with their audiences by building communities that share values, passions, and causes. These brands understand the power of fostering deeper customer loyalty, encouraging word-of-mouth advocacy, and establishing a sustainable brand identity that resonates with consumers in their everyday lives.
A great example of this shift is Guinness. The brand has long been ingrained in African football culture, and it’s taken its commitment to the next level with its recent nationwide tour across Uganda. Through its immersive ‘Matchday’ initiative, the brand takes a truck on tour across the country to offer high-quality streaming at watch parties for local fans – moving beyond the traditional influencer trip model. By providing an opportunity for genuine interaction, we’ll see more brands focus on opportunities that build and sustain genuine consumer relationships.
5. Less screen time
Data from GWI reveals that the amount of time people spend on social media has been declining steadily over recent months. Could it be that social media users are becoming more intentional about how they spend their time online? We think so, and this trend is set to continue this year. Brands that do well will balance their digital and in-person experiences.
Embracing the need for real-life connections will be key. People want experiences they can feel and touch—something they can’t get from a screen. More brands will lean into activations, pop-ups, and live events, allowing real, in-person engagement. These moments show consumers what your brand does, what it truly stands for, and why they should care. The brands that do this well will create experiences that resonate long after the moment has passed.
6. Health is wealth
Last year, collaborations like the one between the Godfather of UK rap and a leading non-dairy brand shifted the conversation about health from fleeting trends to a lifestyle. Health is no longer just about “new year, new me” resolutions; it's become a long-term commitment. At Coldr, we’re seeing this trend accelerate, with 4 in 5 consumers planning to buy wellness and fitness products or services by the end of 2025. The demand for accessible health solutions is undeniable. For example, searches for Mounjaro—a diabetes drug linked to weight loss—spiked by 300% after it was included in NHS weight-management plans. As reported by Sky News, the rise of weight-loss injections could even start reversing obesity rates this year.
This shift in health priorities has a ripple effect across industries like fashion, retail, and fast food as brands adapt to the growing demand for wellness. A TikTok study found that 56% of Gen Z now turn to the platform for health advice, from exploring red light therapy to spotting early signs of cortisol face - for You pages are fast becoming the new go-to for health tips. Brands that step into this space with authenticity, whether promoting fitness, mental health, or plant-based alternatives, can build stronger connections with consumers.
7. Doing good, better
In 2025, social sustainability will take centre stage as brands realise that putting people first is key to long-term growth. Addressing social issues like equity and community well-being isn’t just nice; it should be at the heart of a brand's long-term strategy. As we look forward, we expect to see more brands and nonprofits meaningfully engaging underrepresented voices to ensure all communities are part of the solution.
This inclusive approach isn’t just about doing the right thing; it’s also a business opportunity. By prioritising social sustainability, brands can unlock new markets, build stronger partnerships, and drive innovation for new products and services.
2025: The year of possibilities
What does 2025 look like for brands? It’s about returning to authenticity – which isn’t just a buzzword; it’s a core value that will set successful brands apart. As we’ve seen, AI, health trends, and community-first strategies are all big players, but they’re only as powerful as the people behind them. In an ever-changing climate, brands must ensure their insights are inclusively insightful. As the year unfolds, brands that engage genuinely with their audiences will set the pace. Ready to jump in?
