6 Marketing Trends You Can’t Afford to Ignore in 2025: Insights from Emma Burdett

By Emma Burdett, Brand & Marketing Industry Expert

We know this for sure: the businesses that focus on the right marketing trends are the ones that grow - in visibility, trust, and market share. If you want your business to grow in the next year, it won’t happen by chance. It requires intention, strategy, and showing up where it matters. At the recent WA Leaders Alumni event, Emma shared the most important marketing shifts for the year ahead. Here’s a summary of where you should be focussing on to get ahead in the market: 

1. AI and Automation: Smarter, Not Harder

Artificial Intelligence continues to reshape marketing. From chatbots to content creation, AI makes processes faster and smarter. But human insight remains essential, the brands who blend AI with creativity and strategic thinking will stand out.

Quick tip: Use tools like ChatGPT to draft content, and ensure your business is visible across the web for AI searchability. Do not copy and paste directly from ChatGPT, consider anything AI generated as a basic draft that you must refine. 

2. Content That Connects

Short-form video, edu-tainment, and interactive content dominate this year. Audiences want information that’s engaging and easy to digest. Businesses that simplify, entertain, and educate are seeing stronger engagement and higher conversions.

Quick tip: Turn customer FAQs into a short-form video series and post weekly on Instagram or LinkedIn.

3. Visibility Through People

Trust is shifting from brands to people. Whether through employee-generated content or micro-influencer partnerships, real human stories are what audiences respond to.

Quick tip: Encourage team members to share what they’re working on or why they love their role. It humanises your brand instantly.

4. Lead With Trust and Values

More than ever, buyers care about what your business stands for. They want to see ethical marketing, purpose-driven messaging, and real community impact.

Quick tip: Regularly share stories about your sustainability efforts, charitable work, or ethical practices. It builds connection and credibility.

5. Personalisation Is Key

Forget one-size-fits-all. Hyper-personalised content, informed by user behaviour and preferences, drives better results and deeper relationships.

6. Taking Action 

Too often, businesses gather great ideas but fail to implement them. Done is better than perfect. If you or your team don’t have the time or capacity to act quickly on marketing priorities, it’s time to seriously rethink your structure. Outsourcing or bringing in support can turn ideas into momentum. 

BONUS TIP

Copy this blog into ChatGPT along with a description of your business, what you sell and who your target customers are. Ask ChatGPT to give you customised ideas for how to take action on the focus areas. 

About the Author:  

Emma Burdett is a Brand and Marketing Strategist and Managing Director of Huddle Up Creative, and is on a mission to help ambitious businesses get strategic about how they show up and grow.