Three marketing trends set to dominate in 2025.

2024 has seen rapid changes in how consumers interact with brands, influenced by technological advancements, global economic shifts and evolving cultural trends.

As we wrap up our final campaigns of 2024, it's time to look ahead to three trends that we expect to heavily influence 2025 market strategies…

1. Personalized pathways

Personalization is no longer an exception, but the expectation. 

64% of online shoppers believe that they can distinguish truly personalized shopping journeys from generic ones, seeing through traditional tactics like the inclusion of their name in subject lines. 

Brands may need to turn to technology to meet consumers’ rising demand for curated experiences that deliver tailored solutions reflective of their specific needs. 

This is paired with a broad acceptance of the need for a deeper relationship with brands, whereby consumers will exchange personal information for more meaningful interactions. In fact, 85% of online shoppers are willing to share information such as age, region and interests to achieve this. 

We see it at SoPost–offering a product sample that allows consumers to try before they buy builds trust and encourages data sharing for truly relevant communications. 

As the quality of personalized pathways increases, so too will the depth of data customers are prepared to divulge.

💡 Key takeaway: in 2025, brands that are able to leverage the influx of actionable customer data and deliver exceptional 1-1 interactions across multiple touchpoints will break out of their saturated markets.

2. Influencer immunity

Macro- (500k-1m) and mega-influencers (1m+) have become some of the least trusted professionals, with just 6% of US consumers and 5% of UK consumers identifying them as a trusted source of information, only sitting just ahead of politicians. 

A perceived loss of authenticity is cited as the main reason behind this shift, with 41% of US consumers stating that their trust in influencers’ product recommendations is dependent on this. 

The move away from mainstream influencers has resulted in the rise in popularity of nano- (1k-10k) and micro-influencers (10k-50k). These individuals are perceived to be more genuine and are able to foster tight-knit communities among their followers. 

This has resulted in the highest engagement rates among all influencer groups, with nano-influencers engaging 15% of their TikTok audiences compared to mega-influencers’ 10%.

💡 Key takeaway: influencer-led strategies in 2025 should revolve around objectives. While macro- and mega-influencers will remain key for building brand awareness, their perceived lack of trust will limit their effectiveness beyond this stage. 

To truly influence and convert audiences, the high-quality engagement rates offered by nano- and micro-influencers could prove to be much more effective.

3. Loyalty lovers

The Cost of Living Crisis will continue to dominate consumer concerns, with 64% of global audiences citing it as the largest threat in the coming year.

As a result, the role of loyalty schemes will take on greater importance as shoppers look for ways to make their money go further. This is reflected by the 65% of UK and 61% of US consumers who stated that loyalty programs and rewards influence their decision on where to shop.

Supermarkets, online marketplaces, and beauty retailers have the largest memberships worldwide. In the UK, 82% of consumers belong to a supermarket loyalty program.

Discounts, cashback and trial products are the most popular reward among retailer members, the quality of which will greatly affect customer retention.

💡 Key takeaway: with consumers’ spending continuing to be limited and scrutinized, customer retention will remain a central consideration in 2025. Investing in high-quality and engaging reward schemes will win loyalty and maintain and grow market share.

2025 belongs to those who adapt, innovate and connect with consumers on a deeper level. By embracing these three key trends, brands can position themselves to thrive in an increasingly discerning and value-driven market.

Want to learn more about ROI-focused product sampling strategies for 2025? Check out our online sampling guide.