HubSpot.(2025)

HubSpot

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This industry report outlines major marketing shifts in 2025, emphasizing the integration of AI, value-driven branding, and authenticity. Based on surveys of 1,200 marketers, the findings reveal that generative AI is reshaping workflows, enabling automated analytics, content creation, and campaign optimization. Marketers are moving from scaling traffic to scaling attention, focusing on content that reflects brand values and resonates with Gen Z and Millennials. Authenticity emerges as a core expectation, with over 65% of marketers reporting positive outcomes when addressing social issues in campaigns.

The report identifies top B2B strategies—AI-powered reporting, personality-led content, and authentic creator partnerships—as well as B2C strategies such as user-generated content (UGC) and direct social media engagement. Data privacy challenges remain pressing, with marketers increasingly reliant on first-party data as third-party cookies are phased out. A key theme is balancing automation with human creativity: while AI handles analytics and repetitive tasks, brand differentiation depends on emotional storytelling and social responsibility.

Case studies, such as Jaguar’s repositioning to appeal to eco-conscious buyers, illustrate how value-driven strategies capture audience attention. Platform shifts are also notable: TikTok and YouTube are gaining ground with Gen Z, while Instagram is critical for lifestyle and fashion niches. The report concludes that sustainable marketing growth depends on aligning AI-driven efficiency with brand-led authenticity, positioning marketers to succeed in an increasingly crowded digital environment.