The media and marketing landscape faces a perfect storm of challenges in 2025: economic pressures,
budget scrutiny and a fragmented communications environment. Advertisers have leaned into data-driven
decision-making but, in doing so, have deprioritised bold creativity and long-term brand building. As a
result, marketing has lost some of its energy and effectiveness.
Our latest thought piece 2025 Trends: The Year of Impact explores how we can overcome the shorttermism that has become prevalent in marketing communications today. To regain its mojo, media must
embrace impact—focusing on consumer, cultural, and executional excellence to reconnect with audiences.
By mojo, we mean embracing communications with personality and swagger while having the confidence
to be bold – we call it ‘defeating the bad and the boring’.
1. Consumer impact: making a difference to people’s lives
Consumers expect brands to understand their needs and reflect their values. Nearly three-quarters of Brits
believe brands should understand their needs (the7stars Pulse, December 2024), making ethical and
purpose-driven marketing more important than ever. Brands that actively engage with social issues—from
sustainability to individual empowerment—build trust and loyalty.
Who’s doing this well?
Lush created a soap product line where all proceeds are donated to helping children in Gaza. Meanwhile,
TSB launched a dedicated educational initiative to help families improve their financial literacy amid rising
financial anxiety.
2. Cultural impact: embedding brands into the things people love
More than half of Brits feel it is important for brands to play a meaningful role in culture (the7stars Pulse,
December 2024). Whether through strategic sponsorships, reactive campaigns, or social media trends,
brands that integrate into culture see higher engagement (the7stars Pulse, November 2024).
Who’s doing this well?
IRN-BRU successfully became the unofficial sponsor of the 2024 Euros through humorous AV, reactive
OOH, and a well-timed national TV spot, whilst H&M Tapped into the excitement around Taylor Swift’s Eras
tour with highly visible placements around Wembley, generating an estimated earned reach of 25 million.
3. Media impact: embracing executional flair
The rise of safe, formulaic advertising has diluted consumer excitement. To combat this, brands must
break category norms with standout creative executions that ultimately drive business growth. It is the
brands that break out of this homogeneity that reap the rewards, often redefining these so-called
category norms.
Who’s doing this well?
People’s Postcode Lottery delivered an ambitious TV and outdoor campaign, culminating in an unmissable
90-second TV spot that led to record-breaking sign-ups. CALM (Campaign Against Living Miserably)
created the 'Missed Birthdays' installation, a deeply moving activation raising awareness of youth suicide,
which resulted in a 731% increase in website traffic and over 2.5 million organic TikTok shares.
2025 is set to be the year media reclaims its mojo by prioritising impact. By embracing bold creativity,
embedding into culture, and aligning with consumer values, brands can generate long-term success in an
increasingly complex landscape. Read more in 2025 Trends: The Year of Impact.
