We’re already nearing the end of Q1 2025, and the pace of change isn’t slowing down—consumer behaviors are shifting, media habits are evolving, and AI is reshaping marketing as we know it. So, what do you actually need to focus on to drive impact this year? Our experts are breaking down the trends that will matter most this year.

1. Consumer Expectations: Win Their Trust, Win Their Wallet

The consumer landscape is more fragmented than ever. Gen Z, Millennials, Gen X, and Boomers each have distinct priorities and preferences. While Millennials are focused on financial stability and health, Gen Z is leaning into niche communities and expecting hyper-personalization. But, one thing unites these generations: they want brands they can trust. With economic uncertainty still top of mind, reliability and value will be the biggest drivers of loyalty. 

The numbers say it all: 

• 53% of consumers have stopped shopping with a brand after a bad experience. 

• 61% say loyalty programs keep them coming back. 

• Gen X holds major spending power, but only 13% feel seen in advertising.

Why This Matters: Understanding consumer sentiment isn’t optional—it’s an expectation. Brands that deliver tailored offers, seamless experiences, and meet audiences where they are will win in 2025.

2. The Media Landscape: Where Consumers Go, Brands Must Follow

The way consumers engage with media is shifting faster than ever, and brands need to keep up. Video isn’t just video anymore—it’s short-form, long-form, influencer-driven, podcast-integrated, and spanning platforms from TikTok to CTV. This evolving landscape is redefining how brands reach and convert customers. 

Here’s what’s happening: 

• Video is evolving. While podcasts are embracing video on TikTok, Instagram, and YouTube, CTV and linear TV will hold nearly equal viewership by 2026 (21% vs 20% of time spent). 

• Influencer trust is sky-high. 69% of consumers trust influencer recommendations, with creator revenue up 16% YoY. 

• Search behavior is shifting. While Google still leads, TikTok, Instagram, and AI search engines are gaining ground—especially with Gen Z. 

• Social commerce is booming. Fueled by Amazon’s seamless in-app buying, it’s projected to hit $101B (+22% YoY). 

• Women’s sports are on the rise. With growing viewership and investment, brands that authentically engage will unlock a passionate fanbase. 

• Retail media is exploding, set to reach $63B. While powerhouses like Amazon are leading the pack, smaller networks can win with better measurement. 

Why This Matters: The media mix isn’t a set formula anymore. Brands need to adapt strategies in real-time, invest in platforms where their consumers spend time, and rethink traditional media plans to include new growth areas like social commerce and creator partnerships.

3. Marketing Measurement: Turn Data into Action with AI

AI is no longer a futuristic concept—it’s an essential marketing tool. Marketers need fast, precise insights to make smarter decisions. Yet, so many still rely on slow, outdated measurement models. 

Here’s what’s happening:

• Media Mix Modeling (MMM) is falling short. 61% of marketers want better or faster MMMs—but they know it’s just one piece of the puzzle. 

• The key to optimizing spend and anticipating trends? Predictive AI. But only 54% of marketers leverage this tool. 

• A full tech stack wins. A smart, holistic strategy blends MMM, AI-driven insights, and precision testing for real-time, data-backed decisions. 

Why This Matters: AI isn’t just about efficiency—it’s unlocking deeper insights and driving better results. Brands that integrate AI thoughtfully will gain a competitive edge in 2025 and beyond. 

At Ovative, we’re helping countless Fortune 500 brands use AI to transform their marketing programs. EMRge™, our comprehensive marketing platform, puts AI to work—integrating predictive planning, automation, our modern MMM+, and more to drive faster, smarter, and more impactful marketing decisions. 

Is Your Marketing Ready to Win in 2025?

The key to winning in 2025? Listen, adapt, and innovate. 2025 is shaping up to be a year of consumer behavior, media, and technology transformation. The brands that embrace these shifts today won’t just keep up—they’ll lead the way. 

Need a partner to help navigate these shifts? Ovative’s media and measurement experts are here to help. Let’s make 2025 your most impactful year yet.