(Tendenze di marketing 2025)

Today’s topic… Marketing Trends, 2025.

As we head into 2025, marketing is more exciting than ever (I sound bias, I know). With new generations coming into their own, rapid tech advancements, and consumers expecting brands to meet them on their terms, the landscape is shifting fast. So, what should you be focusing on? Here’s a look at the trends (IMO) that will shape marketing in the coming year and examples of how brands can embrace them.

1. Gen Alpha Rising: A New Generation (Re)defines Marketing

Born entirely in the digital age, Gen Alpha is poised to influence purchasing decisions more than ever. This generation values inclusivity, sustainability, and engaging experiences on platforms they already love, like Roblox, TikTok, YouTube, Fortnite and Minecraft.

👷‍♀️ Example: LEGO

LEGO is already a favourite among younger audiences, but they could take it a step further in 2025 by expanding into Roblox with gamified learning adventures. Imagine a platform where kids can design virtual eco-friendly cities using digital LEGO bricks, compete in global challenges, and even see winning designs brought to life with physical LEGO sets. It’s the perfect mix of creativity, inclusivity, and fun.

2. Hyper-Personalization Powered by AI

Personalization isn’t optional anymore. Generative AI is raising the bar by delivering real-time, ultra-specific experiences based on individual behaviors, preferences, and needs.

💄 Example: Birchbox
Birchbox—a beauty subscription service—could use AI to analyze customer reviews and feedback to tailor monthly boxes dynamically. For instance, if a customer prioritizes clean skincare, Birchbox’s AI could recommend products with organic ingredients or create a tutorial featuring those specific items. Hyper-personalized email campaigns could also upsell exclusive, limited-edition beauty boxes, boosting engagement and sales.

3. Search Optimization for AI-Powered Engines

With AI tools like ChatGPT influencing how people search, traditional SEO strategies need a serious upgrade. Answering conversational queries and optimizing for voice search will be key.

🥿 Example: Rothy’s
Rothy’s, the sustainable shoe brand, could create AI-friendly content hubs answering specific questions like, “What are the best eco-friendly shoes for travel?” or “How do I recycle my old Rothy’s shoes?” They could also integrate with Alexa, Siri or Google Home to provide instant tips and product recos, keeping them top of mind for eco-conscious shoppers.

4. Trust and Transparency in Data Personalization

People want personalized experiences but aren’t willing to trade privacy to get them. Brands that prioritize ethical data practices and communicate openly will win big.

🍏 Example: Apple
Apple’s privacy-first philosophy is a standout. In 2025, they could go further by launching a “Data Transparency Hub”, that allows users to see how their data is being used—whether for Siri suggestions, App Store recommendations, or targeted ads. This hub could include transparency reports and interactive, bite-sized educational content to explain complex data terms, empowering users to make informed decisions confidently and reinforce Apple’s commitment to privacy and trust.

5. Faster AI Integration Across Marketing Channels

AI is no longer a nice-to-have; it’s a must. From automating customer segmentation to generating creative assets at scale, AI will power faster, smarter marketing.

💋 Example: Sephora
Sephora is already using AI for shade-matching, but they could go further in 2025 by offering personalized beauty tutorials based on past purchases. For example, a customer who buys clean beauty products could get a tutorial featuring a sustainable skincare routine. Sephora’s AI could also dynamically shift ad spend across platforms based on which campaigns are delivering the best ROI in real time.

6. The Emergence of Creator-Led Communities

Creators are evolving from influencers into community leaders. Expect long-term collaborations that go beyond campaigns into co-creation and real-time engagement.

🧴 Example: Glossier
Glossier could empower micro-influencers by providing them with tools to host branded events or design exclusive product lines. While influencers launching their own lines isn’t new, what if they launched a limited-edition lip gloss shade available only to their (Influencer and Glossier) followers. This would not only drive sales but also deepen loyalty within niche communities.

7. Experiential Retail 2.0: Merging Physical and Digital Worlds

Retail spaces are becoming immersive hubs that blend AR, VR, and personalization to create engaging, memorable experiences.

Example: IKEA
🪑 IKEA could transform their showrooms by integrating AR and VR tools that allow customers to visualize furniture in their spaces before buying. Shoppers could step into virtual replicas of their homes using VR headsets and test different layouts in real time. To add a community element, IKEA could host workshops on sustainable home design, combining hands-on activities with cutting-edge tech.

8. Sustainability and Purpose-Driven Marketing

Sustainability is no longer just a buzzword—it’s a brand expectation. And purpose-driven initiatives that tackle social and community issues will win customer loyalty.

🧼 Example: Method
Method, known for eco-friendly cleaning products, could take sustainability further by adopting blockchain to offer detailed product lifecycle transparency, showcasing carbon emissions, water savings, and recyclable materials via QR codes on packaging. They might expand its refill station program at major retailers, encouraging reusable containers to cut plastic waste while driving foot traffic for retail partners. To amplify their purpose, Method could donate supplies to schools or shelters for every product purchased, combining environmental impact with community support.

9. Modular Content Creation for Longevity

Why create one piece of content when you can create dozens? Modular content strategies will break campaigns into reusable pieces that can be adapted across platforms and audiences.

🥤 Example: Coca-Cola

Coca-Cola’s “Share a Coke” campaign is a great example of modular content. By 2025, they could use AI to create localized versions of ads or break down a single video into GIFs, memes, and short clips for TikTok and Instagram. This approach extends the lifespan of their campaigns and ensures consistency across channels.

10. The Shift Toward AI-Native Marketing Roles

With AI becoming central to marketing, new roles will emerge that blend technical know-how with creativity, ensuring AI tools are used ethically and effectively.

🤖 Example: Procter & Gamble (P&G)

P&G could lead the charge by creating dedicated AI marketing labs. These teams would focus on training AI to generate creative content that resonates with consumers while maintaining P&G’s brand voice. Ethical AI practices, like ensuring campaigns don’t perpetuate bias, would be a core focus.

Final Thoughts

I’m excited for the future of marketing. From Gen Alpha’s influence to AI’s transformative power, 2025 is shaping up to be a year where innovation meets intention. The brands that succeed will be the ones that stay agile, embrace new technologies, and keep customer values at the heart of everything they do. What trend are you most excited about?

Stay tuned for the next post on the top social media and digital marketing trends shaping 2025.