Marketing Trends for 2025

As a 22-year-old marketing enthusiast, I recently had the privilege of discussing the future of our industry with Qashif Effendi, a seasoned professional with over 27 years of experience in CEO, Director, and General Management roles at companies like Unilever, Philips, and Tata Global Beverages. Our conversation shed light on several key marketing trends anticipated for 2025.

1. Brands as TV

Effendi opened with a striking thought: "Content isn’t just king anymore; it’s the whole kingdom." He highlighted the rise of “TV Series” style brand content—think ongoing narratives with engaging characters that immerse audiences in brand worlds. Companies like Rescue Remedy and Alexis Bittar have created a niche with TikTok mini-series and Instagram storylines, building emotional connections and loyalty. Although this type of content breaks the stereotypical ads and content we see from other brands, their success can be short-lived; therefore, companies should definitely utilize trends like this. However, they should not encapsulate the brand and dilute the image and story of the actual product.

"For your generation," he noted, "these stories create shared experiences, transforming brands into cultural landmarks that people relate to on a personal level."

2. Brand Hosts

In 2025, brands are putting faces to their names—literally. Effendi shared how hiring creators as brand hosts brings a human touch to marketing. "Set Active’s influencer-led engagement and Stan Store’s curated personalities—these resonate deeply with today’s audiences," he explained. Set Active excels in influencer marketing, user-generated content (UGC), and, most importantly, what I believe will dominate next year: employee-generated content (EGC). Transitioning from influencers with lush blowouts and perfectly scripted posts to employees showcasing their hard work and giving viewers an inside look at the business, EGC feels more authentic. It creates personalized, realistic content that resonates deeply with viewers.

Effendi’s advice to young marketers? "Authenticity wins. Choose voices that reflect your brand values, not just the biggest follower count."

3. The "Run Club" Effect

Effendi was pleased that IRL interactions were becoming more of a rage now. Reminiscing his old days, he reflected on how his experiences revolved around activations and authentic experiences.

"Serialized events like run clubs create more than brand awareness; they forge memories. It’s about being part of something bigger than yourself." These recurring, interactive brand experiences—fitness challenges, pop-ups, or art shows—turn customers into lifelong fans.

"It’s something that’ll stay with them longer than a flashy ad ever will," he emphasized.

4. Community as the new Follower Count

Effendi’s view on this trend was firm: "The days of chasing millions of followers are over. In 2025, it’s about nurturing smaller, engaged communities."

He praised brands like Supergoop using niche platforms like Geneva to foster genuine connections. Blockchain-based loyalty programs, like KiKi World’s, reward customers not for purchases alone but for their contributions—whether through feedback, co-creation, or engagement. These niches can create loyal customers that do not falter; they feel like the brand understands them, retaining them for a long time. This is the basis of marketing. Mass marketing has had its time, but in a world full of noise, it’s time to hush it down with fewer people and genuine connections. This brings us back to the same iteration of creating authenticity.

"It’s about depth, not breadth. Your most loyal customers become your co-creators and ambassadors," he said.

Key takeaways

As we wrapped up, Effendi left me with a challenge: "Be part of these trends, but don’t follow blindly. Understand your audience, experiment boldly and bring fresh perspectives. Your generation has the power to define marketing’s next chapter."

It’s clear that 2025 isn’t just about new tools or platforms—it’s about human connection, storytelling, and community, which is an interesting pov given the emergence of AI. Will viewers crave human connection more than ever now that AI has risen, or will we see a complete shift to AI and its capabilities in the marketing world? As someone stepping into this world, I’m inspired to see how these trends will evolve, and I am eager to leave my mark.