It’s that time again — predicting what’s in store for the year ahead and binging Girl Scout cookies.
Anything could happen in 2025. For certain, Girl Scouts is “retiring” their classic campfire S’mores cookie. What could possibly be more shocking?
Here’s what we think:
The good ol’ days are making a comeback
Consumers crave familiarity in a messy and uncertain world. Brands that embrace nostalgia will reap the benefits.
Bridget, Senior Advisor & Principal: “The nostalgia trend will continue as a top marketing strategy, harnessing deep-rooted emotions by reviving past aesthetics, sounds and experiences. Try blending old with new by modernizing old-school logos and mascots or offering limited-edition product drops.”
Julia, Art Director: “Expect skeuomorphic icons, chunky buttons and chaotic stickers. This maximalist approach will counter years of sterile corporate minimalism.”
Honest storytelling is critical to brand success
In an era of misinformation and AI-generated content, people are skeptical of overly curated and much prefer genuine stories.
Jen, Senior Advisor: “Transparency, ethics, storytelling and human connection will set brands apart. Trust is a brand’s most valuable asset.”
Alex, Advisor: “Audiences need authenticity, transparency and tangible proof of how their organization drives real change. Performative activism is not enough.”
Bridget: “Always ask: Does this (ad, story, campaign…) make me feel something? If the answer is no, try again. I think that’s where AI struggles the most.”
Pivot may be the word of the year, again
Social media is in flux, and organizations must be prepared to pivot at a moment’s notice with new regulations and platform policies.
Julia: “Social media is flighty. Relying too heavily on legacy platforms is risky. Between the TikTok ban whiplash and the mass migration from X to emerging platforms, marketers should be ready to try something new.”
Cara, Advisor: “Digital media is being consumed at a rapid pace. As the political climate shifts and social media platforms make large changes, it will be important to continue monitoring user behavior as people log off or change platforms.”
Travis, Assistant Advisor: “Now is the time to diversify engagement strategies. Keep your eye on Bluesky! The social media app has gone from 9 million users in September 2024 to over 31 million.”
Kindness will earn headlines
How can you stand out in a cluttered media landscape? As collective tension rises, organizations that center on values-driven messaging will steal the show.
Sean, Senior Art Director: “As the political discourse increasingly centers on fear and division, I foresee many organizations opting for campaigns centered on treating each other well.”
Jackie Zils, Senior Advisor: “Content managers must be ready to address misinformation and conflict more than ever this year. Have a crisis communication plan in place and be prepared to respond quickly on social media, your website and other owned channels.”
Hyper-personalization is no longer nice to have, it’s expected
Delivering content that is highly relevant to individual needs increases consumers’ likelihood of interacting with a brand, regardless of industry.
Alex: “Nonprofits are shifting from transactional messaging to tailored engagement. Human-centric storytelling in a machine-like content era is what we all crave.”
Bridget: “Personalization in the travel and tourism industry is growing. I think more destinations will adopt AI-powered (but with a human touch) trip planning tools this year, as more travelers demand customized experiences.”
Final thoughts
Marketing in 2025 isn’t about checking boxes — it’s about building connections. Ironically, as we become more connected in technology, we drift apart in humanity.
Nostalgia, authenticity and hyper-personalization are the keys to letting people rediscover the magic of a friendly handshake, trusted recommendation or artsy mess. But make no mistake: an unpolished aesthetic doesn’t come with a dull knife against crisis or change. Against asteroids and killer robots, organizations that deploy a positive playbook will capture and mobilize hearts and minds long after consumers scroll away.