Every year holds a new vision, new direction and new advances in technology at a global state, as well for organisations alike. In this blog entry we discover what’s trending this new year 2025. Read more below.
Introduction for Marketing & Sales Trends 2025
Marketing & Sales landscapes have always been driven by human relationships and strategic thinking. As we step into 2025, technology is revolutionising how businesses connect, engage, and grow. Artificial Intelligence isn’t just streamlining processes—it’s becoming a strategic partner, helping leaders make data-driven decisions and enabling companies to deliver personalised customer experiences at scale.
For the BrainTower community, this marks a pivotal transition. The convergence of traditional business acumen and cutting-edge technology ensures that while fundamental principles remain, innovation accelerates growth. Let’s explore the key trends and technologies reshaping commercial success in 2025.

What’s trending OUT:
❌ Social media ads with poor engagement – overpolished, stock photos and capture of attention. From 2023, companies had 43% engagement and in 2024 decrease to 31% ads engagement.
❌ Instagram Threads. You tried. We all tried. Let’s leave it.
❌ AI fatigue. By all means experiment and automate. Use it wisely, if not don’t use it.
What’s trending IN:

✅ Total video with +55% are planning to increase their investment in TV streaming, according to Kantar’s Media Reactions report 2024. As well as LinkedIn’s vertical immersive video content rollout.
✅ AI-Driven Personalisation at Scale – real-time data and AI algorithms will power your marketing & sales. However, don’t let it write your entire personality.
✅ Generative AI Transparency – more attention to data provenance – trustworthy, relevant, and reliable over time.
✅ Merging Sustainability & Marketing – PepsiCo International Foods’ EVP and Chief Consumer and Marketing Officer and Chief Growth Officer Jane Wakely says;
Sustainability can’t be a marketing agenda. It has got to be a company-wide agenda, where marketing’s job is to find the authentic connection to make things relevant to the consumer and turn sustainability initiatives into growth drivers.”
✅ Tap into creator communities. Creators that have an authentic voice, a different way to reach potential new audiences and establish trust with consumers.
✅ Social inclusion from geography, race, Gen Z, Millennials, LGBTQ+ and people with disabilities. Brand’s diversity and inclusion efforts influences buying decisions among almost 8 in 10 people worldwide (Kantar brand report).
✅ Innovation for incremental growth. For example, Oreo and Ferrero pivoting to ice cream products to grow their coverage, and Oral B researching more ways to expand their appearance in our bathrooms.
✅ Evolving retail networks. 41% of marketeers are planning to increase their investment in retail networks.
✅ Livestreaming boost both short-term purchase intent and long-term brand affinity. Live shopping is the new impulse aisle, seeing uplifts of 10% to 30% for brands.
✅ Global demographic shifts present new opportunities: While mature markets evolve, emerging markets and digital innovations offer fresh growth potential. Smart adaptation will be key for brands in 2025.
Which other trends would you add/remove from the the list?
Prediction for 2025
The brands that win will speak humanity, innovation and great use of AI that stop trying to play it safe. Be bold. Use your brand personality. Be the reason someone shares your campaigns on group chats. And if you’re still using basic AI with a robotic tone of voice…we need to talk.
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