As we enter the second half of 2025, it’s clear that this year isn’t about doing more -it’s about doing what matters—smarter, sharper, and with more focus. The landscape has changed, and audiences are shifting. If we want to stay relevant and resonant, here are four key trends brands need to act on—not just observe.
1. Creators Are Today’s Trust Builders
The creator economy is booming. Dentsu Creative’s Trends 2025 predicts it will reach $480 billion by 2027. Audiences increasingly trust individual creators over brands. When creators are involved in campaigns, brand distinctiveness increases by nearly five times.
Takeaway: Collaborate with creators who align with your values. They’re not just content producers—they’re your cultural connectors.
2. Attention Is Harder to Earn
Social media is still a staple, but consumer tolerance for ads is declining. According to Kantar,only 31% of people say social ads capture their attention—down from 43% in the previous year. The implication? Audiences are more discerning than ever.
Takeaway: Refresh the creative playbook. Higher storytelling quality and platform-native content are no longer optional—they’re critical.
3. AI Is a Creative Catalyst—If Used Right
According to Kantar’s report, nearly 70% of marketers are optimistic about using AI in advertising. Yet, 43% of consumers remain sceptical about AI-generated ads. The key is to use AI as a partner, not a replacement.
Takeaway: Let AI do the heavy lifting behind the scenes—but keep the human spark front and centre.
4. Sustainability Must Be Embedded, Not Just Said
The demand for eco-conscious brands is growing. Kantar reveals that 93% of people want to live more sustainably, and brands excelling in this area are already enjoying a combined value uplift of $193 billion. Yet most marketers admit their sustainability efforts are falling short.
Takeaway: Sustainability isn’t a campaign. It’s a long-term strategy that needs to be authentic, visible, and measurable.
So, what now?
In 2025, the winning brands will be the ones who lead by blending creativity with technology.
At Firebelly, we help you lead the charge and navigate these new landscapes.
