2025 Brand and Marketing Predictions: Trends in Storytelling, Joy, and Collaboration

From surprise-driven strategies to the rise of long-form storytelling, the landscape of branding and marketing in 2025 is shifting towards creating deeper, more resonant connections. These trends showcase the power of joy, anticipation, and meaningful narratives to captivate audiences across generations. Join us as we unpack the future of brand storytelling and its transformative potential.

Surprise!

As our feeds get more frantic, brands will discover the power of ‘strategic friction’ – those tiny moments of anticipation that make content feel special or exclusive. Like Sabrina Carpenter’s outfit reveals on her Short n’ Sweet tour that keep fans (and the internet) on their toes, we’ll start seeing creators build surprise into their content.

The giggling hour is upon us

After a year of global tensions and political strain, 2025 will usher in ‘The Giggling Hour’ – a cultural shift where consumers actively seek out moments of shared laughter and levity. Recognising this collective need for joy, brands will respond by infusing their stories with playful, absurdist elements and create experiences designed to spark genuine moments of delight.

You gotta come on the pod!

Brands will follow politics’ lead into long form audio storytelling. After seeing how podcast appearances shaped the 2024 election narrative by letting candidates unfold their stories naturally, marketers are realising that rushed soundbites just don't cut it anymore. Watch for brands to shift budgets toward podcast partnerships and series that give their stories room to breathe, recognising that today's audiences crave depth.

Not all heroes wear capes

In 2025, the era of lone 'hero' brands solving everything will wane. Consumers are increasingly skeptical of brands positioning themselves as singular saviors. Instead, they’ll gravitate toward those that collaborate, contribute to collective action, and align with broader cultural or environmental movements. Cultural relevance will come to brands that amplify shared goals, proving they’re part of the solution, not the sole answer.

The return of the ornament

Sans serif, monochrome, minimal. Refresh after refresh, the last years have undoubtedly seen many heritage brands rejecting their ornamental visual past in favour of signalling a focus on the future. 2025 will see the return of the detail, with brands reconnecting with their heritage and using this opportunity to stand out in a sea of sans-serif same-ness. Those who balance the nod to their successful heritage with relevance for the future dominated by small screens will differentiate meaningfully.