The year 2025 brings new challenges and opportunities for marketers. Consumer sentiment remains cautious, with economic and political uncertainty still lingering. However, global consumer confidence is showing slight improvements despite being continuously shaken.
Brands must navigate a fragmented global shopping landscape, understanding that consumers’ words and actions often don’t align. Price remains a significant concern for shoppers, so brands should highlight product attributes to convey value effectively. Aaron Cheris, a partner at Bain, advises, “Convince people not to think why it costs so much, but why it’s worth so much.” Streetwear brands have utilized detailed product descriptions in social media captions to educate shoppers about the functional properties of each item, creating lasting associations.
Transparency in pricing also plays a crucial role. Rare Beauty, for example, explained upcoming price increases due to rising transportation and ingredient costs, ensuring consumers understood the logic behind the costs. Brands must also remain adaptable and ready to react quickly to cultural shifts.
Outdoor wear brand Filson capitalized on the popularity of its short-lined cruiser jacket after it appeared on the TV show “Yellowstone” by running ads during the series.
Priorities for marketing in 2025
This increased site visits and conversion rates.
All communications and campaigns must be rooted in a brand’s identity. Even when launching new activations, consistency is key. Brands like The Row have loyal customers due to their specific aesthetics.
Storytelling can be enriched by featuring real users. Filson scouted authentic individuals who use their products daily, from ranchers to bush pilots, for its campaigns. This authentic representation, complemented by collaborations with designers to offer new twists on classic designs, helps maintain brand integrity while attracting new customers.
Scott Goodson, founder and CEO of marketing agency StrawberryFrog, emphasizes, “It’s more risky to not be bold. You’ve got to do things differently. You can’t copy the way you communicate brand ideas.”
Effective marketing in an unpredictable year requires brands to highlight the actual value of their products, remain nimble in response to cultural shifts, and stay consistent in their brand identity.
By navigating these challenges strategically, marketers can position their brands for success in 2025.
