In collaboration with 1,200 marketing professionals and industry leaders, HubSpot has published a 44-page report highlighting the key marketing trends for 2025. Here are the main takeaways:
- Focus Shifts to Younger Generations
Marketing efforts are increasingly targeting younger generations, primarily Gen Z and Millennials. Campaigns directed at Gen Z have grown by 2%, while the focus on Gen X has decreased by 26%. Over 70% of marketers plan to target Millennials in 2025, as they represent the largest group of decision-makers.
- Social Responsibility Gains Importance
Authenticity and commitment to social responsibility are critical for brand success. According to Deloitte, 64% of Gen Z and 63% of Millennials are willing to pay more for sustainable products. Additionally, one in four members of these generations has stopped purchasing certain products due to irresponsible practices by manufacturers.
- Visual Content Takes the Lead
Short videos, photos, and live streams have become the leading formats with the highest return on investment (ROI). Short videos are the most popular format among both B2B and B2C companies. Consumers remain loyal to content that entertains and informs them simultaneously.
- Micro-Influencers as Key Partners
Influencer marketing is shifting its focus to micro-influencers with 10,000 to 100,000 followers. In 2024, 24% of marketers reported using influencer marketing, with B2B and B2C brands achieving the most remarkable success through micro-influencers. These smaller content creators offer access to niche communities and more efficient use of marketing budgets. Influencers on Facebook (28%), Instagram (22%), and YouTube (12%) deliver the highest ROI.
The question arises: how will AI-generated influencers impact this trend? Many predict they could replace human influencers by the end of 2025.
- Data Is a Goldmine!
Understanding customers remains a challenge for marketers—57% report difficulties leveraging data to tailor campaigns better. Data is the foundation of personalization, but its quality is crucial for success. With growing privacy restrictions, marketers are turning to first-party data collection as a sustainable solution for gaining deeper customer insights and optimizing campaigns.
- Personalization Drives Sales
With high-quality data, effective personalization becomes indispensable. Personalization is one of the strongest drivers of sales. As many as 96% of marketers report increased sales due to personalized marketing campaigns. Consumers demand experiences that align with their specific interests, from tailored emails to customized landing pages.
- AI is Transforming Marketing
AI is becoming an integral part of marketing practices. Its most common applications include content generation (text and images), data analysis, research, and even technical support, such as debugging code. AI helps marketers streamline processes, develop innovative solutions, and boost productivity.
- Social Media and Podcasts on the Rise
Social media remains a key channel for reaching audiences, while podcasts are growing in popularity as a unique content format. Approximately 100 million Americans listen to podcasts weekly, with the average listener spending around eight hours per week tuning in. This trend transcends generational divides, as podcasts combine education, inspiration, and entertainment in an accessible format.
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