Key Trends from 2024 Poised to Redefine 2025

As we navigate through 2025, it’s evident that the trends of 2024 are continuing to shape the business, tech, and marketing landscapes. From AI’s growing influence to brands taking bold and unconventional marketing approaches, the past year has seen some remarkable shifts. These trends are now spilling over into the new year, setting the stage for fresh opportunities and challenges.

Explore 6 standout trends from 2024 that are poised to make a lasting impact in 2025, offering valuable insights for businesses, creators, and consumers alike.

1. Expanding Influence of AI

AI has evolved in ways that were unimaginable just a few years ago. Generating text was groundbreaking enough, but AI has since branched into image creation, high-quality video generation, and more. These innovations are rapidly changing industries and redefining possibilities.

• AI in Everyday Tools: Companies like Apple are embedding AI into flagship products. From creating emojis to intelligent accessibility features. There’s also Spotify’s AI DJ and Duolingo’s video-call language learning, AI has become a central part of everyday tech.

• Specialised AI Platforms: Tools like Sora, which generate videos using AI, are transforming video creation. While these tools lack the authenticity of human creativity, they are invaluable for businesses and content creators seeking efficiency.

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2. Unconventional Marketing Tactics

2024 was a year of creative marketing innovation. Brands moved beyond traditional approaches to make bold statements and capture attention in unexpected ways. Whether it was through groundbreaking visual displays, reimagined mascots, or daring rebrands, marketing efforts took risks that redefined how companies connect with their audiences.

• Bold Visuals: Innovations like the Las Vegas Sphere and 3D billboards in Times Square brought campaigns to life in spectacular ways.

• Personalised and Creative Ads: Naked Insurance South Africa turned heads nationwide with a genius campaign featuring billboards displaying popular, and even unique, names. Not forgeting the Pineapple Insurance festive season billboards that took a creative "holiday break" with witty messaging, reinforcing a sense of personal connection and relatability that sparked widespread conversation.

• Mascots in the Spotlight: Duolingo’s mascot, Duo, transcended the app, appearing at concerts and global events, proving the value of creative engagement.

• Out-of-the-Box Campaigns: Jaguar shook things up with a bold rebrand that broke away from its traditional image. While controversial, the campaign succeeded in making the brand unforgettable, leaving everyone eager to see what’s next.

3. Influencer Marketing

Influencer marketing isn’t new, but 2024 saw brands adopt fresh approaches to collaborations. Instead of exclusively relying on celebrities, companies began to embrace smaller influencers who cultivate niche audiences with authenticity.

• Rising Stars: Creators like Nara Smith demonstrated that smaller, niche-focused influencers often provide higher engagement than traditional celebrity endorsements.

• Celebrity Businesses: Celebrities are increasingly proving their prowess in the business world, leveraging their influence to establish thriving brands. Success stories like Billiato by Cassper Nyovest, Era by DJ Zinhle, Fenty by Rihanna, and Rhode by Hailey Bieber show that when a well-known name is paired with a quality product, the results can be a winning combination.

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4. End-of-Year Analytics

Building on Spotify’s success with Wrapped, 2024 saw brands across industries offering end-of-year analytics to engage consumers. These personalised summaries appeal to people’s love of sharing their habits, from favourite purchases to most-played songs.

• Broader Adoption: Even work-focused platforms like Asana jumped on this trend, showing that year-in-review formats can work in unexpected spaces.

• Emotional Connection: Many Spotify users have been quoted saying that while Apple Music offers better sound quality, Spotify Wrapped is what keeps them loyal. This showcases how powerful year-in-review analytics can be as a marketing tool. People love seeing and sharing their personal data, and it reinforces their connection to the brand.

5. The Power of Reviewers

In a world driven by digital influence, reviewers have become key players in shaping public perception. Their opinions, shared through videos or posts, can significantly impact a brand’s reputation, for better or worse. In 2024, this trend was especially noticeable as both positive and negative reviews took centre stage, highlighting the profound effect individual voices can have.

• Positive Impact: Keith Lee’s food reviews brought struggling businesses into the spotlight, driving significant growth. DJ Nick Hamman made waves by championing local restaurants, using his platform to bring attention to hidden gems and boost their visibility in competitive markets.

• Negative Impact: On the flip side, negative reviews can be devastating. Tech reviewer Marques Brownlee (MKBHD) criticised the Fisker Ocean electric car, and while not solely responsible, the review highlighted flaws that contributed to the company’s bankruptcy.

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6. ‘Digital-First’ Experiences

Digital transformation isn’t just a buzzword; it’s a shift that is reshaping how businesses operate. In 2024, the focus on digital-first experiences gained traction, creating a new normal for both consumers and companies. From virtual interactions to AI-driven support, the push for seamless online experiences is becoming a top priority across industries.

• Virtual Shopping and Tech-Assisted Learning: Retailers are focusing on seamless online experiences, from apps to virtual storefronts.

• AI Chatbots: Websites are increasingly integrating AI chatbots to handle customer queries, offering instant assistance. However, their limitations in addressing unique, complex questions highlight the need for human input.

Looking Ahead

The trends of 2024 remind us that innovation and adaptability are key to thriving in today’s fast-paced world. As we progress through 2025, these trends will continue to evolve, presenting new opportunities for businesses and individuals alike. Whether it’s leveraging AI, exploring unconventional marketing tactics, or embracing digital-first experiences, staying informed and open to change will be essential in navigating this ever-changing landscape.