Recent societal changes are reshaping the media and marketing landscapes, forcing brands to rethink their strategies and adopt more forward-looking approaches. Notable shifts have been identified by experts who predict significant trends for 2025, emphasizing the necessity for brands to build authentic connections with consumers.
One of the most pivotal trends is the resurgence of emotional marketing. This year, marketing communications are expected to prominently feature emotional appeal and creativity. According to marketing strategist Thurman, brands will need to cultivate desirability and engagement beyond mere pricing—consumers increasingly favor brands they feel emotionally connected to. "Tunteiden ja luovuuden paluu" (The return of emotions and creativity) is key, he noted, as emotional and creative marketing not only strengthens brand loyalty but also reduces price sensitivity.
Another trend gaining traction is the dominance of video content. Video remains the leading medium across digital platforms, necessitating marketers to understand where their audiences are and what types of video content resonate with them. It’s no longer sufficient to invest primarily in linear television. Instead, brands must continually test and adapt their video strategies to align with their overall goals.
Equally, the concept of unified multi-channel marketing is on the rise. Brands must move past isolated approaches to media and create consistent and integrated multiplatform solutions. This encompasses television, radio, print, and digital platforms working together seamlessly to provide consumers with coherent experiences. Despite new digital channels, traditional media remains invaluable, enhancing brand trust and credibility, as these channels help establish brand awareness.
Today's consumers expect significant and often surprising interactions with brands. With the growth of live shopping and physical events, there are expanded opportunities for brands to engage customers meaningfully, creating memorable experiences. "Live shopping -trendi rantautuu tänä vuonna isosti Suomeen" (The live shopping trend will significantly arrive in Finland this year), Thurman anticipated, highlighting the potential for brands to forge stronger emotional connections through engaging, interactive formats.
Demographic targeting is another area where marketers must grow. Thurman emphasized the need for marketeers to expand their target audience thinking to include older consumers, who represent significant purchasing power and spend considerable time interacting with media. "Vanhempi ja valtavan suuri asiakaskunta on päässyt unohtumaan markkinoijilta" (Older and incredibly large customer groups have been forgotten by marketers) demonstrates the importance of diversifying content to appeal to various demographics.
Generative AI is also expected to make headway this year, advancing how marketers produce and personalize content. Brands will increasingly deploy AI to refine customer insights and tailor their messaging. Customers might find themselves having AI-driven recommendations right on their devices, leading to highly customized shopping experiences.
Attention economy principles dictate the focus of marketing strategies moving forward. "Attention, eli se, minkälaista huomiota mainos saa, on ollut kampanjasuunnittelun keskiössä" (Attention, meaning the type of attention an ad receives, has been central to campaign planning) said Thurman, predicting the importance of attention to detail will grow even more.
Metrics for evaluating campaigns are also changing. Advertisers are pushing for comparable metrics across different platforms to build comprehensive campaign understandings. Traditional last-touch measurement is becoming obsolete as marketing pathways grow more complex. Comprehensive measurement now unifies short-term outcomes, long-term effects, and modeling to provide brands with holistic views of their campaign performances.
Perhaps most significantly, sustainability is no longer seen as supplementary but integral to marketing strategies. Brands are expected to transparently embody responsible practices, which according to experts, builds customer trust. "Vastuullisuus ei ole enää lisäarvo, vaan se on integroitava markkinointistrategiaan" (Responsibility is no longer added value but must be integrated within the marketing strategy), emphasizing the need for brands to align their practices with customer expectations for measurable action toward sustainability.
The role of marketing teams is also undergoing transformation. No longer merely communication executors, marketing departments are increasingly recognized as strategic drivers of business growth. By 2025, effective teams will combine creative and analytical capabilities, allowing them to provide valuable data across organizations.
While trust remains intact among Finnish consumers, signs of news avoidance are evident. "Hesarin toimituspäällikkö Jussi Pullinen" (The editor-in-chief of Helsingin Sanomat, Jussi Pullinen) noted this increase may not signal widespread media distrust but instead highlights consumer fatigue, especially concerning negative news cycles. This shift can lead to brands reassessing where they want to position themselves within media selections to uphold their reputations.
Moving forward, brands will face the challenge of selecting advertising platforms with safety and trustworthiness as guiding principles. Today’s media environment requires careful navigation, as brands must cultivate their public images within varying contexts—where they appear and with whom will play increasingly significant roles.