Amigo’s Marketing Trends for 2025

Health kicks, gym memberships, new hobbies, thank-you letters, and an unrelaxed relaxing festive period. January 2025 is here. It’s time to go back to the office, get your head back in the game, and make some marketing moves. 

2024 saw an uncertain time for a marketing landscape that’s moving faster than ever, and while this next year shows no signs of slowing down, we can look for a bit more stability. To help you get a head start, we’ve set out some key trends, so you can connect, reconnect and inspire action. 

In this piece we’ll cover: 

/ Marketing migration 
/ The business of space 
/ AI evolution 
/ Keeping it transparent 
/ Offline reconnection 
/ Sustainability as an imperative 

POSTCODES TO PURPOSE 

One in seven people globally now live outside their country of birth. Migration and the rise of digital nomadism (35 million worldwide) are reshaping how we think about culture and identity. This means consumers are now driven by values such as sustainability, inclusivity, and freedom. As such, marketers must evolve their strategies beyond traditional geographies and demographics.  

It’s time to focus on what really matters, the ‘why’ behind consumer choice, and to craft campaigns that resonate on a deeper, value-driven level. The challenge is to authentically connect with their priorities, not just their location. 

 
LOOK INTO SPACE 

This might sound a bit outlandish, but space is marketing’s next great playground. The space economy is on track to hit $1 trillion by 2040, with companies like SpaceX leading the charge with over 200 successful missions (Wikipedia). Satellite-powered sustainability solutions, next-gen communication systems and space-inspired design are creating ripple effects here on Earth. Now, space is there for businesses, innovators, and visionaries. Companies like SpaceX and Blue Origin are laying the foundation for a space economy that will reshape industries on Earth. 

For marketers and brands, like Anicorn, this is the moment to think beyond. This isn’t about the aesthetics, there is a unique chance to position brands as leaders in this new frontier, partnering with or supporting businesses that are literally shooting for the stars. What role can your brand play in the growing narrative of human exploration and technological progress? 


AI EVOLUTION 

The topic that was all talk in 2024, AI will continue to evolve to even higher power in the next year and beyond. 

The message hasn’t changed: AI is speeding up processes and amplifying creativity. AI tools like Canva’s Magic Studio are enabling brands to produce high-quality, on-brand content at scale with features like text-to-video and automated copywriting. But the beauty is in the quality not the quantity.  

By thoughtfully embracing AI-driven tools, we can deliver campaigns that resonate emotionally while leveraging the speed and precision of technology. As 2025 unfolds, these trends remind us of one thing: the future of marketing isn’t whether AI will take over; it’s how we use it to tell more meaningful, human stories. 


KEEP IT TRANSPARENT 

We have entered the so-called Polycrisis Era. Political and economic uncertainty, resource shortages, and climate change all have created global instability. Not to mention a difficult year for people, businesses, and the marketing and advertising sector. 

But every cloud has a silver lining and there are opportunities to navigate the Polycrisis with purpose. In uncertain times people want trust and stability. As people band together to deal with instability, community engagement is now as important as ever. A great example of a brand doing this well is GoPro, which has tapped into their community of adventure enthusiasts. They provide value to this group by giving them a platform to capture and share their riveting experiences, as well as offering challenges and contests. 

There has also been a sharp rise in entrepreneurs juggling their 9-5 with a side hustle. Cost-of-living increases, as well as generational shifts and post-pandemic dynamic workplaces, have created opportunity for those looking for alternative income streams. 1 in 10 professionals now have side hustles. This is a marked opportunity for brand-builders. Brands like Shopify and Etsy have positioned themselves well for this, creating platforms that are excellent at facilitating this type of entrepreneurship.

DISCONNECT TO RECONNECT 

Our eyes are on our screens, while our minds are desperate to unplug. Brands are now finding a space in this consumer desire and creating hybrid campaigns that combine both offline and online. 

There’s room for marketers to rethink their strategies and include pop-ups, in-person rewards, events, or exclusive in-store products. AI-enabled data research can facilitate these hyper-personal location-based experiences. Embracing the balance is essential for brands going into 2025. 

Spotify’s Wrapped campaign now a few years old, is a brilliant example of using data to engage consumers both in digital and offline contexts. At the end of the year Spotify users receive a report on their top songs, artists and genres. Not only does this generate exciting engagement online but Spotify also puts on offline events such as live concerts and interactive installations. These in-person events capitalise on consumers’ online interests at the same time as solidifying the music platform’s widespread offline community. 

For 2025, think beyond the screen. How can your brand create moments that blend connection and disconnection seamlessly? 

KEEP SUSTAINABILITY CORE 

The importance of climate action isn’t news. This past year alone has seen unprecedented weather events causing extreme ecological damage and significant disruption to ecosystems worldwide. Change is needed, and fast. 

For brands, it’s not enough to talk about issues of this size. Real, measurable action is imperative. Companies like Finisterre, an eco-conscious outdoor-wear brand, have made sustainability part of their core narrative. Their website outlines their commitment to sustainable practices across every aspect of their operations, from sourcing eco-friendly materials to using responsible packaging and even offering repair services to extend the life of their products. 

As marketers, we have a crucial role in helping brands integrtate sustainability into their brand purposel authentically displaying their sustainable credentials, telling the story of their impact, and highlighting steps taken to address climate change. Building transparency and trust are crucial to avoid accusations of ‘greenwashing’. By leveraging data insights and clear metrics, we can help clients track and communicate their sustainability efforts in a way that’s credible and trustworthy to help to drive change for our planet.

LOOKING AHEAD: EVERY CLOUD 

If there’s one takeaway from these trends, it’s this: 2025 isn’t about keeping up, it’s about leading. Whether prioritising values over location, exploring the final frontier, or finding the perfect balance between human creativity and AI, this year is set to be about intention, imagination, and authenticity. 


AMIGO TAKE

At Amigo, we see 2025 as a pivotal moment for marketers and brands to move beyond the status quo and lead with intention, creativity, and impact. The trends shaping this year—migration, sustainability, AI evolution, and the space economy—present opportunities to connect with audiences in deeper, more meaningful ways. 

This is the year to align your brand with purpose, embrace innovation, and build trust that lasts. 

To wrap up, if you’re interested in collaborating to shape the future of marketing together, please reach out to our Growth Executive, Caroline. We’d love to chat and explore what we can achieve together.