Some signals of this change are the rise of "dumb" phones and digital cameras, "digital minimalism," underconsumption-core, and a growing interest in analog hobbies like collecting vinyl records.

Impacts:

How might marketers design products and experiences that resonate with consumers' desire for alternatives to digital, including those that incorporate more authentic human connection?

Evidence:

• https://www.wired.com/story/digital-natives-gen-z-underconsumption-no-tech/

• https://www.statista.com/chart/7699/lp-sales-in-the-united-states/

• https://www.adweek.com/creativity/heineken-bodega-boring-phone-gen-z/

Some signals of how these groups are different are seen in the way others see them in the workforce as 'lazy'', how many are choosing to not attend traditional 4-year colleges, and instead of traditional careers wanting greater purpose .

Evidence:

• https://www.theguardian.com/education/article/2024/may/19/gen-z-trade-school

• https://www.investopedia.com/gen-z-wellbeing-over-wealth-11721072

• https://www2.deloitte.com/us/en/pages/consumer-business/articles/understanding-generation-z-in-the-workplace.html

Impacts:

Young people today aren't just buying a name; they're searching for something that hits them as truly honest. Mental health is a big deal for them, so it's no surprise they're moving towards smaller, more personal settings, paying attention to voices they actually trust, and vibing with messages that are just plain real, nothing overdone.

Evidence:

• https://hfh.fas.harvard.edu/global-flourishing-study

•https://www.dailytelegraph.com.au/lifestyle/study-finds-young-people-arent-as-happy-as-they-used-to-be/news-story/98cf71c1cdbeeb6e9a2c01a9cc218c50?utm_

•https://www.ajc.com/wellness/2025/05/global-data-shows-young-adults-are-struggling-more-than-ever/?utm_

Impact:

Marketers are looking to use data as proof of sustainability efforts as opposed to broad terms such as 'eco-friendly'.

Evidence:

• https://www.forbes.com/sites/simonmainwaring/2025/01/30/why-sustainability-is-critical-for-business-success-in-2025-and-the-data-to-prove-it/

• https://sustainablebrands.com/read/shining-light-business-benefits-sustainability

• https://www.forbes.com/councils/forbescommunicationscouncil/2025/04/29/12-expert-strategies-to-master-green-marketing-and-avoid-greenwashing/

• https://www.marketingweek.com/climate-attitudes-changing-opportunity/

• https://www.forbes.com/sites/dianneplummer/2025/02/07/green-or-greenwashed-5-ways-to-spot-truly-sustainable-products/

"Data governance is a red-hot sector, with one analytics firm predicting that it’ll be worth $6 billion by 2026", according to TechCrunch. Startups who focus on compliance management will be at the forefront of innovation in this sector.

Impact:

We are likely to see a rise in privacy management software for all size companies in addition to dedicated agencies and/or team members specially trained in data privacy compliance serving small to mid-sized companies.

Evidence:

• https://techcrunch.com/2022/06/08/data-governance-startup-immuta-lands-100m-to-pursue-acquisitions/

• https://www.forrester.com/report/modern-privacy-requirements-change-the-paradigm-for-marketing-and-advertising/RES136528

• https://www.forrester.com/blogs/predictions-2025-cmos-b2c-marketing/

Traditionally, communications professionals and marketers have monitored such events to determine when to pause paid media or issue public relations statements. However, the scope and frequency of these disruptions are increasing, requiring a more proactive and strategic approach.

Impacts:

• Marketing and communications teams are likely to broaden their monitoring efforts to include a wider range of geopolitical risks—such as protectionist policies, tariffs, and regional conflicts—especially in response to growing concerns from CEOs and consumers.

• To mitigate risk and maintain relevance, brands may shift toward more localized marketing efforts, tailoring messaging and campaigns to specific regions. This approach helps ensure cultural sensitivity and operational continuity in the face of global uncertainty.

• Teams may also invest in real-time risk intelligence tools and scenario planning to respond swiftly to emerging geopolitical events, minimizing reputational and financial damage.

Evidence:

• https://ceocouncil.wsj.com/event/ceo-council-summit-10/

• https://www.forbes.com/sites/edwardsegal/2025/01/13/the-risks-that-surveyed-executives-are-worrying-about-the-most-in-2025/

• https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2025/06/03/the-strategic-imperative-mitigating-the-impact-of-tariffs-and-global-economic-volatility/

The creative process is being absorbed into the ad stack. That means marketers need to shift value upstream, owning strategy, narrative inputs, and ethical oversight.

Implication:

The best lever isn’t copy, it’s what the algorithm gets fed. Creative briefing, brand rules, and voice frameworks now matter as much as headlines and CTAs.

Evidence:

• http://wsj.com/tech/ai/meta-aims-to-fully-automate-ad-creation-using-ai-7d82e249

• https://support.google.com/google-ads/answer/10724817

Implication:

Marketers need to strip things down to what matters. That means being transparent, efficient, and direct. For higher ed, it’s showing exactly what students get and why it’s worth the investment. Financially, professionally, and personally.

Evidence:

• https://www.marketwatch.com/story/what-on-earth-is-going-on-with-the-american-consumer-d594ed5b?

• https://kpmg.com/us/en/media/news/consumer-pulse-summer-2025.html?

Implications: For marketers, this means tapping into new consumer values—sustainability, innovation, and responsibility—and aligning brand stories with the momentum of a greener, smarter world.

Evidence:

•https://www.cleaninvestmentmonitor.org/reports/us-clean-energy-supply-chains-2025?utm_

•https://energycapitalpower.com/5-innovative-renewable-energy-projects-powering-central-africa/

Implications: For brands, this means the Store Brand becomes a real challenger driving down prices and making it harder to get people to pay more for your product. With the economic crisis, PL brands are no longer a tradeoff between Quality and Value. What will the future look like on shelf?

Evidence:

• https://nielseniq.com/global/en/insights/analysis/2024/the-rise-of-private-labels-a-global-perspective-on-growth-and-consumer-trends/

• https://www.foodandwine.com/lidl-butchers-specialty-private-label-meat-line-11732199

• https://www.supermarketperimeter.com/articles/12472-circana-69-of-consumers-view-private-label-similar-superior-to-name-brands

In the coming years, climate adaptation will be embedded in urban infrastructure and consumer behavior. Cities will implement heat-resilient designs, and individuals will adopt products and practices that conserve resources, leading to a societal shift towards sustainability and resilience in the face of environmental challenges.

https://10best.usatoday.com/lifestyle/7-climate-change-proof-home-upgrades/

https://www.lorealprofessionnel.com/we-act-on-water

https://www.ft.com/content/e598e669-046e-4fb4-87a3-cf7f69f6c7e3

They’ll play roles in caregiving, retail, security, and mobility—especially in aging societies or labor-constrained sectors.

https://nvidianews.nvidia.com/news/foundation-model-isaac-robotics-platform?

https://www.engadget.com/home/smart-home/the-robots-we-saw-at-ces-2025-the-good-the-bad-and-the-completely-unhinged-174529774.html

LG's ThinQ ON Smart Home Hub:

https://www.theverge.com/2024/9/16/24243056/lg-thinq-smart-home-platform-thinq-on-hub

Growth of Context-Aware Computing Market:

https://www.thebusinessresearchcompany.com/market-insights/context-aware-computing-market-overview-2025

Samsung is bringing ambient sensing to SmartThings

https://www.theverge.com/2025/1/22/24349488/samsung-smartthings-ambient-sensing-home-ai

Why it matters: This isn't just a wellness upgrade, it’s a systemic shift. Consumers will expect their products to adapt to them, not the other way around. The fusion of biotechnology, AI, and real-time data is enabling hyper-personalized health solutions, leading to new business models in supplements, skincare, mental health, and more.

Expect convergence between beauty, nutrition, pharma, and fitness through biologically tailored services, real-time diagnostics, and closed-loop health ecosystems.

The global biotech wellness market (including AI diagnostics, synthetic biology, and personalized health products) is projected to reach $1.3 trillion by 2030 (Source: BCC Research)

Synthetic biology in consumer goods is growing rapidly, with companies like Ginkgo Bioworks partnering across pharma, fragrance, and food (Source: Ginkgo Bioworks Q1 2025 Earnings)

Wearable-based biomarkers for metabolism, hydration, and cortisol are powering personalized product recommendations (Source: WHOOP, Ultrahuman, Levels Health)

https://globalwellnessinstitute.org/press-room/press-releases/globalwellnesseconomymonitor2023/

AI is no longer just analyzing data it’s creating brand stories, designing campaigns, and adapting content in real-time based on consumer input. It’s also empowering small teams to produce content at the level of big agencies, democratizing access to quality creative strategy.

Signals (Evidence):

Coca-Cola’s “Create Real Magic” campaign used OpenAI and DALL·E to generate consumer-submitted ads for its global brand.

Heinz ran a GenAI experiment to see how AI visually interprets “ketchup” almost all images resembled Heinz bottles, showing strong brand encoding.

Jasper, a leading GenAI writing platform, raised over $125M in funding and is now integrated into major marketing tech stacks.

Adobe Firefly launched with enterprise-grade GenAI tools for brand-safe content creation.

Gartner predicts that 30% of outbound marketing messages will be AI-generated by 2025.

Impact on Marketing:

Redefines creative production processes—allowing brands to test, iterate, and launch at unprecedented speed.

Makes high-quality branding accessible to startups and smaller teams.

Raises expectations for personalization across all touchpoints.

Challenges marketers to maintain brand consistency while using flexible AI-generated content.

https://www.businessinsider.com/ai-marketing-strategy-platform-campaign-automation-copywriting-brand-content-clients-2024-11

https://www.techradar.com/pro/its-like-magic-and-everything-just-works-we-spoke-to-adobes-ai-maestro-to-find-out-whats-new-with-firefly-and-how-it-levels-up-creativity-for-all

https://www.gartner.com/en/topics/generative-ai

The ongoing U.S. controls on semiconductor exports to China, or the European Union's use of subsidy investigations to protect its auto industry, are not simple trade disputes. They are calculated moves in a larger strategic competition between global powers. For businesses, this means the global marketplace now operates less like an open field and more like a geopolitical chessboard, where every major investment or supply chain decision carries significant political weight.

Implications:

This era of geoeconomic competition effectively dismantles the idea of a single global marketing strategy, forcing a more fragmented and politically cautious approach. A product's country of origin is now a carefully managed political statement, requiring brand messages to be hyper-localized to suit national sentiment. With rising costs from tariffs and turbulent supply chains, the focus of communication must also pivot from price to the enduring value of quality and durability. This environment means every major marketing decision now carries inherent political risk, demanding that geopolitical awareness become a core competency for the profession.

• https://www.bis.gov/press-release/department-commerce-rescinds-biden-era-artificial-intelligence-diffusion-rule-strengthens-chip-related

• https://www.ft.com/content/7536335f-fe02-4ac3-afd7-3efe88a69444

• https://www.sustainableviews.com/eus-clean-industrial-deal-still-falls-short-100-days-in-265af6cd/

Potential implications:

Marketers need to speak to the explorer mindset with a lens of accessibility, affordability and empowerment, by:

• Promoting value-forward storytelling and customizing messaging based on market-specific economic conditions and audience behaviour (Eg: Stats indicate EU countries are more price-sensitive than US consumers)

• Offering tiers, trials, and build-your-own experiences

• Highlighting return on exploration: what users gain in skills, memories, or outcomes, beyond just features or product specs.

• In categories like education or lifestyle, this could look like modular learning paths, flexible scheduling, or real-world payoffs (skills, certifications, community access) that justify the spend.

Signals (Evidence):

• 48% of Gen Z & Millennials say they’re spending less—but 64% still prioritize experiences over possessions.
  (Source: Eventbrite Trend Report 2025)

• Google searches for “budget travel” and “affordable experiences” hit all-time highs in 2025.
  (Source: Think with Google Travel Trends 2025)

• Short-form learning platforms (e.g., MasterClass, Skillshare) saw 37% YoY growth—driven by users seeking affordable self-improvement.
  (Source: McKinsey Digital Learning Pulse)

• Retailers offering “mini” versions of premium products (e.g., sampler kits, trial sizes) saw 22% lift in conversions.

  (Source: Shopify Q1 2025 report)

Opportunities for Brands:

• Introduce "smart splurge" positioning
  Frame offerings as investments in curiosity, creativity, or personal growth, especially when they’re low-cost or high-impact.

• Lead with value & benefit

  By curating messaging to what a specific audience segment most "values", marketing should spotlight utility, transformation, and long-term payoff over aspirational aesthetics.

• Emphasize flexibility & modularity models
  Offer packages that let users explore without overcommitting e.g., intro modules, starter packs, try before buy, flex passes, bundled deals

• Tap into UGC micro adventure content
  Encourage users to share their own low-cost discovery stories with a motive to build community around budget-friendly innovation.

• Reposition luxury as accessible
  Without giving up quality, give consumers more control over how they access it for themselves and their family (e.g: premium by the hour, shared ownership, digital-first formats)

Additional sources/links:

• McKinsey: The “Value Explorer” Mindset in Uncertain Times

• Consumer Spending Trends 2025: Data, Insights, and Forecasts

• Three-in-one economy, Multifunctional purchases

The current court case points to a clear trend. Systems that log conversations, questions, and digital behavior are being treated as valuable records. That value comes with risk.

There may be policies in place to protect against misuse, but government agencies could still demand access. That opens the door to monitoring and surveillance. It lowers the bar for privacy.

People might change how they use tools like ChatGPT once this becomes clearer or more regulated. Some won’t. Some will.

This isn’t a new issue. Google searches have already been used as evidence. What’s different now is the scale. LLMs process and store more context, which means they can surface more text, more intent, and more of the user behind the input.

Evidence:

• https://law-ai.org/balancing-safety-and-privacy-regulatory-models-for-ai-misuse/

• https://www.infotrack.com/blog/google-search-history-evidence/

In the U.S., the tone has shifted. Major employers like Google, JPMorgan, Amazon, and WPP have pushed employees back to the office. At the federal level, both the Biden and Trump camps have signaled limits on remote work. Trump’s platform includes reducing remote options in federal agencies.

In Mexico, one of the top destinations for digital nomads, the response to digital nomads has shifted toward a negative light (i.e., gentrification) with some locals.

Meanwhile, employers have increased their ability to detect out-of-region work. Tools like VPN logs, badge swipes, and login data make it easier to spot people working from an unapproved location.

The digital nomad trend is not over, but the window is narrower. Legal options still exist, but casual, unregulated remote work while abroad is under more scrutiny.

Many maintain that digital is the future, but only if it happens at a desk. Some brands sell "freedom" with digital devices/services while enforcing the opposite. Meanwhile some campaigns and influencers promote work-from-anywhere, even as the rules say otherwise. The message and the reality are out of sync.

Sources:

https://nypost.com/2025/06/11/business/google-expands-voluntary-buyout-offers-orders-some-remote-workers-to-return-to-office-amid-ai-race/

https://www.forbes.com/sites/alexledsom/2025/03/21/countries-with-a-digital-nomad-visa-program-for-americans/

https://www.nbclosangeles.com/news/local/mexico-city-gentification-americans-rent-prices/3231544/

https://stateline.org/2025/02/17/red-states-embrace-trumps-crackdown-on-remote-government-work/

That means high-quality creative inputs (messaging variations, audience signals, and brand tone) aren’t just tested, but are shaping the algorithm's long-term learning and decision-making.

Implications for Marketers:

As this framework evolves, marketers need to move beyond creative testing to creative training (of the algorithm), and reframe their role in paid media, by:

• Structuring each qualitative creative input/element clearly so it serves a purpose in training the algorithm

• Feeding the system not only variety, but a range of signals to give AI and Machine learning room to learn

• Standardizing brand voice and messaging architecture to ensure brand integrity across permutations machine learning generates.

This shift could change how media, creative, and strategy teams collaborate and will demand AI-aware creative design.

Signals (Evidence):

• Meta Advantage+ Campaigns

  • Meta’s AI builds and delivers ads using multiple creative variants and learns over time which combinations drive performance.

  • Inputs like tone, format, CTAs, and audience structure affect training and future delivery performance.
    → WSJ: Meta to Automate Ad Creation Using AI

    
    

• Google Performance Max

  • Combines text, images, video, and audience signals across all Google surfaces — and requires a strong creative structure to perform well.
    → Google Ads PMax Help Center

    
    

• TikTok Smart Performance Campaigns

  • Runs on full automation and recommends diverse video assets, strong hooks, and varying tones to help the AI optimize reach and engagement.
    → TikTok for Business Guide

    
    

• Amazon Ad Console & DSP

  • Optimizes ad delivery using product feed quality, visual consistency, and audience segmentation; richer inputs = better model outcomes.
    → Amazon Ads Creative Guidelines

    
    

• YouTube Video Action Campaigns

  • Google's video ad product that dynamically creates and optimizes ad formats based on creative inputs and viewer behavior.
    → Google VAC Overview

Opportunities:

• Develop AI-structured campaign briefing templates

• Map creative inputs and logic to platform-specific training needs

• High investment in prompt strategy and AI-literate content designers and creative strategists
  

Signals/Evidence:

• Streaming stars like Kai Cenat, IShowSpeed, Duke Dennis, Adin Ross, and DJ Akademiks are front and center in major album campaigns.

• Artists like Drake, Adele, Tyla, Lil Baby, and Nicki Minaj are sitting down for exclusive interviews with streamers, giving fans unfiltered access to their favorite stars.

• Streamers are weaving artists’ music into their content, turning casual mentions into viral moments.

  
  

Why It Matters:
Streamers are reshaping music marketing by offering artists a direct line to massive, engaged audiences. Forget one-off radio spots—these collaborations create long-term relationships that keep artists top-of-mind. Streamers bring authenticity, intimacy, and influence, making them indispensable partners in an artist’s promotional playbook.

Opportunities:

• Always-on music hubs: Imagine streamers hosting rotating artist performances or live track debuts, creating ongoing hype.

• Streamers as hosts: As they gain experience, streamers could evolve into full-fledged music show hosts or even event MCs.

• Stronger fan connections: Artists who embrace this trend will build deeper bonds with fans through streamer-led engagement that feels personal and real.

  
  

Sources:

• Hip-Hop’s Relationship with Streamers

• Rappers and Streamers: A New Era of Collaboration

Signals & Evidence

• The Polo Bar by Ralph Lauren

• Café de la Maison by Louis Vuitton

• Armani/Privé restaurants

• Gucci Osteria

• Tiffany’s Blue Box Café

Why It Matters

Sentiment of Belonging: Customers who might not be able to afford a luxury product can still experience the brand’s world through an affordable indulgence, like a Louis Vuitton chocolate or a cup of coffee at Gucci Café.

Brand Engagement: These initiatives deepen consumer connection as they allow customers to immerse themselves in the brand’s world, rather than just observe it from afar.

Opportunities

• Enhanced Visibility

• Sales Activation

• Stronger Brand Connections

Sources

https://www.futurecommerce.com/posts/insiders-182-sipping-status-inside-the-designer-cafe-phenomenon-redefining-luxury

https://crfashionbook.com/luxury-fashion-restaurants/

https://www.foodandwine.com/luxury-fashion-brands-restaurants-cafes-8783565

https://www.forbes.com/sites/claraludmir/2024/04/25/why-fashion-retailers-are-opening-branded-cafs-and-restaurants/

Economically, by disrupting traditional retail models and contributing to the decline of established brands.

Environmentally, by fueling overproduction, textile waste, and unsustainable supply chains.

Signals & Evidence

In the United States, discussions are growing around imposing higher import taxes and tightening regulations on ultra-fast fashion brands.

Just this week, France introduced new legislation focused on the environmental damage caused by fast fashion—applying eco penalties and restrictions to promote sustainability.

Opportunities

• Innovation in sustainable fashion: Regulations push brands to rethink sourcing, production, and recycling.

• Rise of slow fashion: Local, ethical, and eco-conscious brands gain visibility and consumer trust.

Source

https://www.euronews.com/my-europe/2025/06/11/french-senate-backs-law-to-regulate-ultra-fast-fashion-giants-shein-and-temu

https://www.bbc.com/worklife/article/20240320-france-bill-crackdown-ultra-fast-fashion-shein-temu

https://www.bbc.com/worklife/article/20240320-france-bill-crackdown-ultra-fast-fashion-shein-temu

https://earth.org/fast-fashions-detrimental-effect-on-the-environment/

Signals:

Weekly video views on the platform increased sixfold between July and October 2024: https://blog.hootsuite.com/linkedin-marketing-strategy/

https://www.linkedin.com/posts/akothari_t-24-hours-to-a-big-launch-tomorrow-this-activity-7327796235979890689-6jjp?utm_source=share&utm_medium=member_desktop&rcm=ACoAAAO8hfQB77KcEL_X4TY2x5RyQJdKvBH7It4

Duolingo’s TikTok, its biggest account for engaging with Gen Z, is filled with unhinged content, trends and popular audios. Employees make a lot of low-budget content around the office which performs better due to the relatability and connection it gives to its target audience. https://hellopartner.com/2025/03/24/employee-generated-content-at-duolingo-a-playbook-of-unhinged-social-media-success/

TikTok's rise to 1 billion users in 2021 marked a turning point in the world of social media, with short-form video content becoming increasingly popular. https://www.ipsos.com/en/short-form-social-misfits

https://www.cnbc.com/2025/04/26/how-tiktoks-rise-sparked-a-short-form-video-race.html

Impacts on Marketing:

• Digital experiences must be crafted with sensory considerations: minimal motion, clear fonts, high contrast, alt text, transcripts, captions, and decluttered layouts.

• Brands must use plain language, predictable navigation flows, and multiple content formats (text, audio, video).

• Campaign messaging needs to reflect inclusivity: featuring neurodiverse voices, celebrating cognitive differences, and avoiding jargon or metaphors that may confuse.

  
  

Evidence / Signals:

• https://www.appnova.com/how-inclusive-design-is-transforming-digital-experiences/?utm_source=chatgpt.com

• https://digitalmarketingaok.com.au/inclusive-by-design-marketing-for-neurodivergent-audiences/?utm_source=chatgpt.com

• https://www.forbes.com/sites/michaelhudson/2025/05/27/how-curiosity-culture-turns-neurodiversity-into-an-advantage/

Marketers need agile, region-specific strategies—emphasizing value messaging or local alternatives where imports are costlier. Real-time adjustments in pricing and promotions are key to staying competitive and maintaining brand trust. Amid economic uncertainty, CMOs and marketers are shifting to measurable, performance-driven strategies. Brands are turning to scenario planning, ROI tracking, and AI-driven analytics to preserve budgets and justify spend. Emphasis will be on short-term measurable outcomes over long brand campaigns—marketers must integrate real-time analytics, performance dashboards, and automated optimization into all channels.

Sources:

https://www.euromonitor.com/article/economies-and-consumers-in-2025-key-trends-to-watch

https://www.reuters.com/world/us/us-consumer-prices-rise-moderately-may-2025-06-11/

https://www.reuters.com/business/media-telecom/wpp-media-cuts-2025-global-advertising-revenue-growth-forecast-6-trade-concerns-2025-06-09

https://www.wsj.com/articles/ad-forecaster-reduces-growth-prediction-for-2025-citing-poor-economic-visibility-low-consumer-confidence-400e407e

Key Points:

• Adoption data: Nearly half of Millennials & Gen Z trust AI with financial decisions—a solid foundation for the trend.

• Platform evolution: Even traditional self-serve brokerages are layering in AI as optional advisor tools.

• Hybrid Path: These sources frame AI investing as a third path—combining autonomy, personalization, and minimal human oversight.

  Opportunity

  • For Legacy Financial Brands (e.g., Merrill, Schwab, Fidelity)

    Reframe the Advisor as a Life Strategist

    • New Narrative: Advisors aren't just portfolio managers—they're the hub of your financial well-being.

    • Positioning Shift: From “wealth manager” → to “financial life planner” → to “well-being architect.”

Marketing Play

Reframe the Advisor as a Life Strategist

• New Narrative: Advisors aren't just portfolio managers—they're the hub of your financial well-being.

• Positioning Shift: From “wealth manager” → to “financial life planner” → to “well-being architect.”

For AI-First Platforms (e.g., Robinhood, SoFi, Public)

Add Depth Without Losing Control Narrative

• New Narrative: Empowered investors, enhanced by intelligence.

• Positioning Shift: From “DIY” → to “Smart Solo” → to “Personal AI Portfolio Partner.”

• Showcase AI features as “extensions of you” (like Cortex, Alpha).

  • Layer in optional human check-ins—virtual planners, goal reviews—to combat churn and deepen trust.

  • Offer bundled services like tax strategies, estate planning “powered by AI + pros.”

It is very easy to get lost with all the choices and shiny technologies like AI. How can we confidently select the winning marketing strategies? How can we know if all the different marketing AI technologies (creatives, targeting, agents, etc.) are helping our business grow incremental sales?

When it comes to measuring marketing performance, many marketers still default to last-click attribution: assigning all credit to the last touch campaign before conversion. However, this will inevitably count conversions that will happen anyway. Incrementality experiments, supported by major ad publishers such as Google & Meta, are the more scientific way to measure the incremental conversions that would otherwise not happen if no ads were served.

Implication:

Marketers should run incrementally experiments to understand the causality of marketing campaigns. At the end of the day, the incremental business impact is what we really care about.

Evidence:

• https://www.marketing-beat.co.uk/2025/04/17/metas-incremental-attribution-delivers-better-roas-for-ecommerce-advertisers-says-new-study/

• https://www.adexchanger.com/commerce/how-incrementality-tests-helped-newton-baby-ditch-branded-search/

• https://www.adexchanger.com/mobile/deliveroo-sets-up-incrementality-testing-to-prove-that-affiliate-delivers-the-goods/

We’re seeing signs of this shift everywhere. From the rise in voice search queries to the growth of voice-enabled shopping experiences and branded voice interactions. Businesses are also starting to use voice assistants in customer service, helping to reduce wait times and improve response quality.

Impacts:
How might marketers rethink search strategies, content creation, and customer experience to meet growing demand for voice-first interactions? And how can brands show up in voice ecosystems in ways that feel helpful, human, and on-brand?

In the U.S., 154.3 million people are expected to use voice assistants by 2025, and that number is projected to grow to over 170 million by 2028 (eMarketer). In customer service, AI voice agents like “Eva” now handle hundreds of calls a day, speeding up response times by up to 75% and improving customer satisfaction (Business Insider, 2025). Voice commerce is also expected to surge, with estimates suggesting it could exceed $30 billion by 2030.

Evidence:
https://www.emarketer.com/learningcenter/guides/voice-assistants/
https://www.businessinsider.com/voice-ai-healthcare-admin-loneliness-companionship-2025-6

Implications:

Search ads are not dead, but shrinking its place among all the feed-based and visually appealing shopping ads.

Ecommerce brands need to be thinking about adapting and diversifying their strategies fast, or they risk falling behind. 

Evidence:

• https://www.retailbrew.com/stories/2025/06/04/shopping-ads-are-becoming-a-big-deal-on-reddit

• https://www.socialmediatoday.com/news/tiktok-smart-plus-ecommerce-in-stream-sales-services/743513/

• https://www.shopify.com/blog/shoppable-ads

Why it matters: Impact of AI on Brand Authenticity

1. Erosion of Human Connection

AI's ability to automate customer interactions and content creation can lead to a perceived loss of the human touch in brand communications. Consumers may feel disconnected if they sense that interactions are driven by algorithms rather than genuine human engagement. This is about relevancy and personalized.

2. Data Privacy Concerns

The extensive data collection required for AI-driven personalization raises significant privacy issues. Brands must navigate consumer apprehensions about data security and ensure transparency in how personal information is used to maintain trust.

3. Risk of 'AI Washing'

Some companies may overstate their use of AI, a practice known as "AI washing." This can mislead consumers and damage brand credibility when the actual application of AI is minimal or non-existent.

What to consider:

1. AI-Driven Personalization Enhances Brand Trust

AI enables brands to deliver highly personalized experiences by analyzing consumer data and predicting preferences. This personalization fosters a sense of understanding and relevance, which is crucial for building trust with Gen Z consumers who value authenticity and tailored interactions.

2. Transparency in AI Usage is Essential

While AI can enhance personalization, it is vital for brands to be transparent about how they use AI in their marketing strategies. Gen Z consumers are increasingly aware of data privacy issues and may distrust brands that do not disclose their AI practices. Clear communication about AI's role can mitigate concerns and strengthen consumer trust.

3. Ethical AI Practices Influence Purchasing Decisions

Ethical considerations in AI applications, such as fairness and accountability, play a significant role in shaping Gen Z's purchasing behavior. Brands that prioritize ethical AI practices are more likely to gain the loyalty of this demographic, who are inclined to support companies that align with their values.

4.Brands must align AI-driven personalization with their core values to appear authentic to Gen Z consumers.

While AI can effectively tailor content and experiences, everyone is using it and it can become a blur of information. Finding ways to lean into values and craft something unique is going to be critical.

5. Authenticity comes from consistency between a brand’s actions, values, and communications. Gen Z is particularly skilled at detecting inauthenticity so when brands use AI, it must enhance, not obscure, their genuine identity. Transparency about how AI is used, coupled with clear ethical standards, strengthens this sense of authenticity and builds long-term trust.

Examples where it's gone wrong:

1. McDonalds Drive Through Voice AI https://www.today.com/food/news/mcdonalds-ends-ai-drive-thru-ordering-rcna157514

2. Snapchat’s AI Chatbot (My AI) Backlash https://www.techradar.com/news/the-ai-backlash-begins-snapchat-fans-revolt-against-chatgpt-powered-bot

Impact:

At a time when Google's old mission of "do no evil" seems like ancient history and more recently Target's huge shift in values resulted in significant customer loss, it feels like there is a shift happening. Patagonia is a near perfect example of being mission first.

Even when a single decision sounds like a horrible business move, Patagonia will make it if it is the right thing for their mission.

In the long run this looks like a strategy that can pay off, especially for large, established companies. Customers are considering more that dollars when shopping. A good deal/value is becoming more than a financial decision.

For marketers, this means we have a greater responsibility in fighting to stay true to mission. We need to be able to show long term value, especially when pushing back against short term gains.

Evidence:

• https://business.wisc.edu/news/mission-oriented-leadership-the-benefits-the-challenges-and-the-questions-to-ask/

• https://www.forbes.com/sites/brentgleeson/2024/09/18/4-reasons-purpose-driven-companies-outperform-the-competition/

• https://medium.com/micro-doses-of-marketing-leadership-and-business/mission-driven-companies-are-more-successful-period-d92d09b3e42e

• https://ssir.org/articles/entry/governance_the_secret_to_mission_driven_business_success

Impact:

Many, if not nearly all, marketers buy products and services from outside their region. Retail, promotional products, digital services, etc. are all subject to energy costs. By sourcing more locally, energy costs can be reduced and marketing can have a positive impact. In turn, it can also make supply chains more resilient and reliable, allowing for greater certainty in planning for the future.

Evidence:

• https://pmc.ncbi.nlm.nih.gov/articles/PMC10670132/

• https://engineeringmastersonline.rutgers.edu/articles/key-strategies-for-achieving-sustainable-supply-chains/

• https://www.iea.org/energy-system/buildings/data-centres-and-data-transmission-networks

• https://www.iea.org/news/growth-in-global-energy-demand-surged-in-2024-to-almost-twice-its-recent-average

• https://www.maersk.com/insights/growth/2024/06/03/the-importance-of-local-and-strategic-sourcing

What does this mean as a signal?

of the world. It wont just be about watching Indian movies or Indonesian holidays, it would be about adapting certain best practices. If we go back to 80s and 90s, Global South adapted a lot from western world, it's time the tables have turned.

Potential Impact:

1. We will see the adaptation of wellness practices from the Global South at a higher pace. This will create a market for niche wellness services and authentic experiences.

2. Changing eating habits, people are going to be looking out for non-native pulses and protein sources.

3. Philosophical shifts will encourage lifestyle changes. A slower pace of things can take centre stage

Evidence:

• Jake Dryan is a UK-based chef and content creator known for exploring regional Indian vegetarian cuisine with authenticity and respect. Through viral reels and his "Indian State Series," he brings lesser-known Indian dishes to a global audience.

  https://www.instagram.com/plantfuture/?hl=en

• The UK-India Free Trade Agreement could boost India’s role as a key economic voice for the Global South, shaping fairer trade norms. It may also shift investment and supply chains, impacting other developing economies. A stronger India could either compete with or uplift fellow Global South nations through deeper South-South cooperation.

  https://www.ey.com/en_in/technical/alerts-hub/2025/05/uk-india-free-trade-agreement

This approach is gaining momentum by prioritizing unrestricted, multi-year funding, lighter reporting requirements, and reciprocal relationships. It’s launched and shaped by initiatives like the Trust-Based Philanthropy Project and supported by dozens of major funders.

Why it matters to marketing:
With less time spent on project-specific paperwork, marketing teams can focus on richer storytelling, highlighting authentic impact rather than just metrics. Multi-year grants also allow for strategic, long-term campaigns that deepen engagement and trust with supporters.

What the data says:

• A 2024 survey by the Trust-Based Philanthropy Project reported that a majority of funders have adopted or plan to adopt trust-based practices like multi-year unrestricted grants, simplified applications, and streamlined reporting

• Over 70 funders have publicly signed on to “move in solidarity with nonprofits” through trust-based funding commitments in 2025

• The National Center for Family Philanthropy and other studies show that unrestricted funding helps programs grow. It also improves adaptability and aligns with the mission.

Sources:

https://www.trustbasedphilanthropy.org/tools-resources/2024-grantmaker-survey?utm_source=chatgpt.com

https://www.geofunders.org/news/meet-the-moment-a-call-to-action-for-philanthropy-in-2025-and-beyond/?utm_source=chatgpt.com

https://www.ncfp.org/2025/03/04/trust-based-capital-endowments-as-a-strategy-to-support-social-justice-organizations/?utm_source=chatgpt.com

We have moved from personalisation and entered into a one-of-a-kind find for you era.

The new-age luxury brands are reaching success faster than their inspirations.

What does this mean for brands?

Convey hard work and the rarity of your product more than customisation. It's about why owning this can make you different or belong to a tribe, rather than the fact that this is made for you.

Evidence:

https://www.harpersbazaar.com/uk/fashion/a41736161/how-to-be-successful-luxury-brand/

Rise of influencer brands and nano and micro communities - https://www.ey.com/en_in/insights/media-entertainment/how-influencer-marketing-is-impacting-brands-in-india

Expect CFOs to be more involved in marketing decisions, forcing CMOs to adopt financial accountability and more data-driven marketing practices.

https://www.wsj.com/articles/ad-forecaster-cuts-industry-outlook-as-trade-upheaval-risks-five-year-chilling-effect-ebf4e833

Opportunity: Brands will need to create immersive content strategies and rethink the entire customer journey around interactivity. Budget allocations will shift to AR/VR content production, 3D asset creation, and conversational design.

https://www.forbes.com/sites/bernardmarr/2023/10/13/the-10-biggest-ar-vr-and-immersive-internet-trends-in-2024/?ctpv=searchpage

Organizations across the public and private sectors are removing and renaming DEI programs in response to poitical and social pressures, risking social and economic backlash, which many say represents a return to the pre-civil rights era. Propagandist have sought to rebrand DEI as unqualified and discriminatory.

Impact and Implication

The growing Anti-DEI (against Women, Minorities, Veterans, LBGTQ) backlash has directly impacted the lens that multicultural marketing is viewed from, with Marketers avoiding perceived "DEI" campaigns to prevent brand and company backlash. As the propaganda wave against DEI continues with companies and brands being boycotted or sued for their DEI practices, Marketing creativity will be stifled and have less of an affinity focus undervaluing and minimize marketers ability to reach diverse consumers, creating more fragmenting marketplaces with less opportunities for all.

Evidence

Fearless Fund drops grant program for Black women business owners in lawsuit settlement | AP News

McKinsey Will ‘Boldy Pursue’ DEI in Face of Storm | Sustainability Magazine

The Black Dollar Speaks: Target Admits DEI Rollback Resulted In ‘Challenging' Q1 Sales

Costco shareholders reject an anti-DEI measure, after Walmart and others end diversity programs - CBS News

Harvard Rebrands Their DEI Office “Community & Campus Life” In Latest Move To Evolve

DEI and Multicultural Marketing: Where Do We Go From Here? – HispanicAd.com

Multicultural Marketing Isn’t DEI—But It Still Owes It a Lot | LinkedIn

Collegiate athletes have won the right to their likeness, allowing them to receive profit from their atheltic endeavors during their college years. The legal outcome has taken influencer marketing to the next level due to their popularity and reach with them being born during the social media age and advanced technology.

Impact and Implications

NIL deals are also more budget friendly for Marketers, with less outside interference from agents, etc., then professional athletes. Their demographic is generally tech savvy and produces more organic content and has greater reach from fans due to their athlete accolades which are recorded and/or televised, which gives them an advantage to previous influencers. One of the marketing watchouts will be navigating state law of the school, the NCAA, and what happens if the athlete progresses to the professional level.

Evidenece

With $2.7 billion settlement, college sports' big money era is officially here : NPR

How college athletes will be paid after House v. NCAA settlement: NIL changes, enforcement, contracts and more - CBSSports.com

NIL Has Changed Influencer Marketing, And Brands Need To Catch Up

FAQ on Name, Image, and Likeness (NIL) Marketing

NIL and Influencer Marketing for Brands | HypeAuditor

What is NIL, how has it changed college sports and why are schools under investigation? - The Athletic

Frieser Legal

• Solid empowers users with full ownership and control of their data, a project initiated by Tim Berners-Lee forum.solidproject.org+7medium.com+7en.wikipedia.org+7

• Inrupt (built on Solid) has raised $30M in funding and has seen developer adoption through multiple enterprise use cases inrupt.com+3axios.com+3inrupt.com+3

• Shopify reports that merchants use predictive dynamic pricing models to set real-time prices based on behavior and market conditions arxiv.org+13shopify.com+13retailed.io+13shopify.com

Retailers can change prices thousands of times per month, demonstrating technical readiness for sentiment-linked pricing

Marketing Impact: Over the long term, BCIs could transform marketing from persuasion to neural co-creation. Brands may one day deliver neuro-personalized advertising that adapts to a user’s real-time emotional or cognitive state, create memory-enhanced experiences tied to nostalgia or life milestones, and design products via subconscious preference signals. As neural data becomes part of the consumer journey, marketing will shift toward emotion-responsive content, identity-enhancing brand moments, and even thought-activated purchasing—redefining what it means to engage, influence, and serve the human mind. Creative standards will need to consider neural stimuli; ethical consent frameworks become critical. Campaigns may evolve toward subconscious brand engagement.
Evidence:

• Neuralink implanted its first human candidate in 2024, with ongoing trials restoring abilities to individuals with paralysis

• The BCI market is projected to grow from $2.2B in 2025 to $8.7B by 2033 ft.com+2biopharmatrend.com+2envirotecmagazine.com+2

Impacts:

Marketers may need to think about how green their tools are, not just how well they work. Showing that digital campaigns are low-impact could help with brand image.
Customers and clients might start asking about the environmental impact of ads, just like they do with packaging or shipping.

Evidence:

https://www.cbc.ca/news/canada/british-columbia/bell-ai-new-data-centres-bc-1.7546516

https://research.google/blog/good-news-about-the-carbon-footprint-of-machine-learning-training/

Impacts:

Energy policy may influence where companies host their data and run AI-powered campaigns. Brands could be judged by the carbon footprint of their tech, not just their product. Marketing strategies may start to highlight clean infrastructure as part of their brand story, especially in climate-conscious markets like Canada and Europe.

Evidence:

• https://www.nytimes.com/2024/07/11/climate/artificial-intelligence-energy-usage.html

• https://www.theglobeandmail.com/business/adv/article-canadas-energy-future-diversification-is-key-to-independence/