Marketing Trends

The Top Marketing Trends of 2025 & How They’ve Changed Since 2024 [Data from 1400+ Global Marketers]

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Every time I think I have this whole marketing thing down to a science, something changes in the blink of an eye. And if you‘re a marketer like myself, you’ve probably experienced the same feeling of whiplash as marketing trends continue to shift. Keeping up with the latest marketing trends isn’t always easy. But to succeed in the fast-paced marketing world and maintain relevance with your audience, it’s vital to stay ahead of them. Fortunately, I gathered all the information you need on the latest marketing trends — straight from industry experts and HubSpot’s survey of 1,400+ global marketing professionals — and crafted this guide just for you. Let’s take a deep dive into marketing trends for 2024, shall we? Table of Contents The Marketing Trends of 2025 (Highlights) The Top Content Marketing Trend The Top Social Media Marketing Trend Use Marketing Trends to Grow Better 1. Brands will focus heavily on younger audiences, mainly Gen-Z and Millennials. Our survey shows marketers are narrowing their scope to Gen-Z and Millennial consumers and are shifting almost entirely away from Boomer and Gen X. Specifically, the percentage of marketers maintaining their focus on Gen-Z and Millennials has remained about the same, but the percentages focused on Boomers and Gen-Z have plummeted. In 2023, 67% of marketers were trying to reach Gen X, but by the end of 2024, that number dropped 41%. For Boomers, the number dropped from 27% to 19%. This shift in priorities is likely because Gen Z is projected to see the fastest growth in spending power. Many experts estimate the generation will add almost $9 trillion in global spending—more than any other generation. 2. Brand-led marketing will see a resurgence, with a focus on brand values. Our latest Consumer Trends Report found that 82% of consumers prefer to buy from brands that share their values. This is especially true for Gen Z, which is also known to support brands promoting authenticity. So, it makes sense that as brands target younger Gen Z consumers, companies will shift to brand-led marketing that focuses on promoting the brand’s missions, values, and ideals. (Psst: Subscribe to Masters in Marketing newsletter for weekly insights from top brands. Plus, for one week only, 100 readers can win our limited Kit!) In fact, our Marketing Trends survey found that over a fifth of responding marketers (21%) will explore value-driven branded content in 2025. One of my favorite examples of this comes from Nike. In one of its latest ads, Nike highlighted its support of women‘s sports and athletes. Women’s sports are seeing a huge boom in popularity lately, but misogyny, sexism, and discrimination are still hurdles athletes in the industry have to navigate. The Nike ad below highlights several iconic female athletes and the brand’s commitment to supporting them by providing high-quality apparel. If you’re struggling to find content ideas relevant to your brand, you can use tools like HubSpot’s Blog Ideas Generator to kickstart your creativity. Simply type in a few details about your brand, audience, and content, then choose a title that resonates with you the most. You can also take it a step further and generate outlines or blog posts that encapsulate your brand’s tone of voice. 3. Visual storytelling will dominate. Last year, I said short-form videos would continue to rule, and this remains true: Most marketers (21%) report that the medium delivers the highest ROI. “Video creates a deeper connection with your potential customer base, and it is easy for brands to repurpose video content into podcasts and text-based content,” Neil Patel, CMO and Co-Founder of NP Digital, says. But short-form videos aren’t the only visual medium marketers will flock to in 2025. Prepare to see a rise in more visual media, such as live streams and images. According to nearly 30% of marketers in our survey, images are the second most used format by marketers, behind short-form videos. Our survey also shows that short-form videos, images, and live streams are the top three formats that deliver the highest ROI. Out of the big three, I‘m the least surprised about live-streaming’s popularity among marketers. Live-stream shopping, or live shopping, has become pretty popular over the last few years, with 47% of Gen Z consumers in both the US and UK having made a purchase from live stream. 4. It‘s the niche influencer’s time to shine. I can‘t scroll through social media without seeing influencers promoting all kinds of products, and I don’t see this trend slowing down in 2025. Last, 84% of marketers in our survey said they would increase their investment in influencer marketing in 2024. In 2024, marketers still plan to leverage influencer marketing. However, this time, there will be a serious focus on micro and nano influencers. Micro influencers are influencers with 10,000-99,999 subscribers, and nano influencers have 1,000-9,999 subscribers. This is largely because smaller influencers typically have more engaged audiences, and in 2024, most marketers reported seeing the most success with micro (44%) and nano influencers (22%). 5. Data, data, data! In 2024, marketers and brands faced a considerable headwind when it came to collecting data to inform their strategies. These challenges stemmed from the EU‘s General Data Protection Regulation and upgrades from Google and Apple, which all mean to give consumers more power over their data and how it’s being shared. These changes are great for the consumer but present trickier waters for brands to navigate. So, it’s no surprise that marketers in our latest survey say increased data regulations are among the top data challenges facing marketers, just like last year. These increased regulations lead to another top concern being poor data quality, plus 20% of marketers say consumers remain less trusting with their personal data. But, data is still crucial in crafting successful marketing strategies and connecting to a target audience. In fact, 30% of marketers in our survey say data helps them understand which marketing strategies are most effective. Here‘s my suggestion: To navigate these changes effectively, marketers need robust analytics

Free Marketing Software, Marketing Trends

7 Brands That Got Inclusive Marketing Right

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Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. As an inclusive marketing strategist and consultant, one of the things I find myself having to educate clients on is the right way to think about marketing inclusively. At its core, inclusive marketing is all about helping a brand attract and retain more of the people who have the problem that brand solves. Good marketing is inclusive. The consumers your brand serves have a number of different identities that impact their product decision-making process, their degree of success, as well as the experiences they have while considering and using your product. Brands that acknowledge the ways in which consumers are different, and then find ways to better serve those differences, are making a big impact with more consumers and growing as a result. In the examples below, I’ll walk you through how seven different brands effectively approach inclusive marketing, which enables them to attract and retain more of the customers they want to reach. Examples of Effective Inclusive Marketing 1. Mattel leans into inclusive product design. More than 300 million people worldwide are colorblind. In the summer of 2024, Mattel announced its journey to making its games colorblind-accessible. The brand noted 80% of its games would meet this standard by the end of 2024, including UNO, Skip-bo, and Kerplunk, and 90% of the portfolio would be colorblind-accessible by the end of 2025. A spokesperson for Mattel noted a driving force behind leaning into making adjustments to its products: “Many games require color differentiation, and we want to ensure our Mattel games are accessible to as many users as possible.” As part of its inclusive product design process, the team collaborated with members of its design team who experience color blindness, partnered with experts who focus on color deficiency, and consulted with people in the color-blind community. This co-creation with experts as well as the community itself enabled the brand to deliver a product that worked for the consumers it wanted to reach. Some of the primary changes included adding symbols or icons, patterns, and even tactile clues that help differentiate the various colors.           View this post on Instagram                       A post shared by UNO (@uno) 2. Amped Fitness supports the unique needs of a subset of its customers. Too often, customers will have different experiences with the same product based upon their identities. For instance, when it comes to working out in a mixed gym environment, women often have a unique set of obstacles that prevent them from achieving success at the same rate as men, or prevent them from having experiences that make them feel safe, comfortable, and like they belong. Amped Fitness recognized the need for a safe and comfortable environment for women, so it built a women’s only space in its gym called the “Babe Cave.” This sector features a full range of equipment, and offers women the opportunity to train free of the male gaze, and other uncomfortable situations that negatively impact their gym experience. More gyms are starting to offer these types of safe spaces for women. One woman captioned a TikTok video about her experience in the women’s only section of her gym with “Never felt so comfortable working out.” 3. Lysol makes decisions based on deep consumer insights. In 2024, Lysol was named Best In Ad Effectiveness for the Most Culturally Inclusive Brands awards from the Association of National Advertisers Alliance for Inclusive and Multicultural Marketing — for the second year in a row. Brands that score highest in that category see increases in key performance indicators such as purchase intent, brand trust, brand affinity, and brand recommendations. Gary Osifchin is the Chief Marketing Officer and General Manager at Reckitt U.S. Hygiene, the makers of brands like Lysol, Finish, Woolite, and more. He told me that the Reckitt’s approach to marketing involves deep customer insights that inform many decisions throughout all phases of the marketing mix. 4. Google Pixel 8 goes all-in on representation. Representation is a common on-ramp for brands when they’re getting started with inclusive marketing. But oftentimes, representation can feel inauthentic — like the brand is just checking a box. Google took a more authentic approach to representation that made its 2024 Super Bowl ad even more effective: Google Pixel 8 has features that work well for people who are visually impaired. In highlighting one of those features, the brand spotlighted a visually-impaired actor in the ad. This is significant because disability representation in marketing is low in comparison to the number of people worldwide who have a disability. The ad was also narrated by musical legend Stevie Wonder, who is also blind. In addition to the talent featured in the ad, the brand also hired a blind director, ensuring representation behind the camera, as well. This is an inclusive marketing best practice — representation should be present throughout all areas of the production process. This episode of Inclusion & Marketing goes more in depth on Google’s approach to accessibility representation, based upon an interview with Google’s Global Head of Disability Innovation, KR Liu. 5. Netflix makes multilingual content the standard. Last year, I was struck by a statement from Bridgerton’s season 3 and 4 showrunner, Jess Bromwell, who explained why it takes two years to launch a new season. She noted, “We are working to try and put the seasons out more quickly, but they do take eight months to film and then they have to be edited, and then they have to be dubbed into every language.” Ensuring the series launches in every language is a part of the overall production process, not just for Bridgerton, but for many Netflix shows and movies, as well. Netflix is currently available in more than 190 countries around the world and in 50 languages. The brand knows that by expanding reach through language, it is able to

Content Creation Resources

How to Create an Anchor Link to Jump to a Specific Part of a Page

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When I’m reading a blog post or a long web page, one of my favorite things to do is jump to a specific section that I want to read first. This is made possible thanks to anchor links. Want to see what I mean? Scroll to the table of contents below. Each of the topics in the table of contents is clickable, allowing you to jump directly to that section. Pretty cool, right? The best part about it all is that it‘s super easy to create an anchor link yourself, even if you don’t have extensive HTML knowledge. If the HTML-speak feels confusing, just follow along with the real-world examples below. Note: If you are a HubSpot customer, follow these instructions. Table of Contents What is an HTML hyperlink? What is an HTML anchor link? External Links vs. Jump Links Anatomy of an Anchor Link How to Create an Anchor Link Best Practices for Jump Links What is an HTML hyperlink? An HTML hyperlink is a clickable link that can be attached to any HTML element on a webpage, such as an image or text. These links can be used to direct users to other pages within your site, external websites, or even specific parts of a webpage. Hyperlinks are created by using HTML code, which is the language used to structure your website. Strategically utilizing hyperlinks can help you enhance the user experience on your website by guiding users through your content and help them discover related information. What is an HTML anchor link? An HTML anchor link, also known as a jump link, is the link that takes you to a specific part of a webpage. Anchor links are especially helpful for guiding users through a long page. A great example of this is the table of contents I mentioned above. The table of contents uses anchor links that link out to different sections of this blog post, making it easier for readers to find the exact information they’re looking for. Allowing people to effectively “jump” to a certain part of a webpage can make your website content more engaging. It’s also important for the user experience as it makes your content more convenient and scrollable for visitors to your site — but you have to make sure you do everything just right. Anatomy of an Anchor Link Creating an anchor link is simple. But it’s helpful to understand which HTML elements are involved and how they all connect. These are the elements required to create an anchor link. 1. Anchor Element The most essential HTML element of an anchor link is the anchor element tag. This is the letter “a” with angle brackets on either side. It looks like this: <a>. When you add the anchor element, it can hyperlink to a web page, an email address, a phone number, a file, or a section of content on the same page. 2. Href Href — which stands for hypertext reference — is an attribute that specifies the destination of a link on a web page. An href attribute is usually added to define where the anchor link should be directed. 3. ID Tag The id tag is an identifier that defines a unique element in the HTML. In the case of anchor links, the id is used to identify the section on the page you want to link to. When adding an id to your anchor link code, it should look something like this: <a id=“[idenitifier goes here]”> Want to learn more about HTML basics and CSS hacks? Download this free ebook packed with 25 tangible tips and coding templates. How to Create an Anchor Link Now that I’ve shared the main elements that go into an anchor link, I’ll show you how to create an anchor link on your webpage, step by step. 1. Name the object or text you want to link to. In a normal linking scenario, whatever you need to link to has a URL of its own. However, in this scenario, you‘re not linking to a new page with its own URL — so you have to make up a name for the link’s destination. I‘d recommend using a word or phrase that describes the link’s destination. If you use a phrase, use underscores between each word instead of spaces, otherwise the code won’t work. Example Let‘s say I’m writing a how-to blog post that’s packed with examples. If I wanted to link to a specific example within the post, here’s what I‘d use as my object’s name: example_1 Now, onto the next step. 2. Insert anchor link tag. Take the name you’ve chosen and insert it into an opening HTML anchor link tag. In other words, replace the red section of the tag below with the name you chose in the previous step: <a id=“INSERT_YOUR_OBJECT_NAME_HERE”> In this case, I’ve named my object “example 1.” Here’s how that code looks in action: 3. Add opening and closing anchor link tags. Place that complete opening <a> tag from above before the text or object you want to link to and add a closing </a> tag after. Doing this sets the location of the link. This is what your code should look like now: <a id=“INSERT_YOUR_OBJECT_NAME_HERE”>The object you want to link to.</a> 4. Create the hyperlink that’ll take you to that text or object. Now, go to the part of the post where you‘d like to have the hyperlink. You’ll need to add a typical href attribute, which indicates the destination of the hyperlink. However, in the part where you‘d typically include a URL, you’ll include the pound symbol (#) and then the name of the object you‘re linking to. Here’s what it looks like: <a href=“#INSERT_YOUR_OBJECT_NAME_HERE”>Click here to see the content below.</a> Here is how the full code should look once you’re done: If you want an easy way to give this a try, try our drag and drop website builder for free. Best Practices for Jump Links Even though creating anchor

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