Why marketing in 2025 isn't what it used to be

Less Campaigns, More Conversations

When I started my marketing journey, brand building was about perfecting the TV spot, owning the prime-time slot, and getting a billboard up in the busiest intersection.
You launched big. You hoped bigger.

But in 2025, the game has changed

Brands are no longer just asking, "What should we say?" but instead, "How can we matter?"

Companies are leaning into experiences over ads.

• Nike is building micro-communities like .Swoosh, a digital hub where fans co-create virtual products.

  

• LEGO has gone beyond toys — turning its most loyal customers into collaborators through its Ideas platform.

  

• Rare Beauty isn't just selling makeup — they're hosting mental health workshops and conversations around self-worth, building emotional stickiness.

  

Timing has become everything too.

• Duolingo's sassy owl and Gymshark's witty, relatable posts are masterclasses in showing up at exactly the right cultural moment — not with ads, but with attitude.

  

  

And the toolkit ? That’s evolved too.

Marketers today aren’t just launching with gut feel and a post-campaign report. They're blending AI-driven trend prediction (think Heinz using AI to predict new condiment trends) with real-time social listening to pivot before consumers even articulate a need.

Even loyalty looks different.

It's not a plastic card anymore. It's exclusive content, early access drops, interactive rewards — like Starbucks Odyssey, blending NFT collectibles with their loyalty program to deepen engagement.

Having led innovation across fast-moving consumer brands, I’ve seen firsthand: it's not the loudest brands that win.
It’s the ones that make people feel seen, heard, and maybe even be a little cooler just by being part of the conversation.

Marketing today is less like broadcasting into a void — and more like being invited into a good friend's group chat.

It’s messier, faster, but more human.