The outs and outs of marketing for 2025

It’s the new year, and we've just made our predictions for what the next big things will be.

(If you missed it, here ya go).

But let’s be honest, figuring out what needs to go is just as important.

And just like your situationship that won’t commit but also won’t leave you alone every damn weekend, some marketing trends have overstayed their welcome.

Social media strategies are getting stale and advertising gimmicks that once worked now feel tired.

So, in the spirit of leaving the dead weight behind, here’s what we’re officially declaring out in 2025 (including him, sis.)

1. Corporate cringe social media

Brands, we need to talk.

The quirky, try-hard, “if brands were people” era of Twitter and TikTok has officially jumped the shark.

Wendy’s roasting people? Fun in 2017.

Duolingo aggressively thirsting after celebrities? Borderline unhinged in a way that worked for a while.

But now? Consumers can smell forced relatability from a mile away.

The new vibe? Authenticity without the overcompensation. Less chaotic gremlin energy, more actual personality.

2. AI-generated everything

Yes, AI is here to stay.

But AI-generated art, writing, and even influencers are hitting a saturation point. People are craving human creativity again.

Overreliance on AI in marketing (especially when it replaces the human touch) comes across as lazy and soulless.

The brands that stand out in 2025 will be the ones who use AI strategically—but still centre human creativity, original thought, and emotional depth.

3. Overly-curated influencer content

The “perfectly curated, highly polished, Facetuned-within-an-inch-of-its-life” influencer aesthetic? Over. In the bin. Doneski.

Consumers are leaning into raw, unfiltered influencer content that actually feels real. The rise of “photo dumps,” BeReal, and TikToks with zero production value proves that audiences are rejecting unattainable perfection.

If your brand is still partnering with influencers who stage everything down to their "candid" moments, it might be time to rethink your strategy.

4. Greenwashing & performative activism

Consumers have wised up.

A vague “We care about the planet” statement with no actual impact just will not cut it anymore.

So if your brand is still slapping words like “sustainable” or “eco-friendly” on products without real proof, expect backlash.

The same goes for performative activism. If a brand suddenly remembers Pride exists every June but does nothing meaningful for LGBTQ+ communities the rest of the year, people will call it out.

5. The endless reboots & nostalgia bait

Can we PLEASE have some new ideas, people?

Look, nostalgia marketing was fun. But at some point, we have to stop rebooting the same five franchises.

Brands clinging to nostalgia instead of creating something fresh (cough Hollywood cough) are losing relevance.

The same applies to social media marketing—you can only repackage 90s/Y2K aesthetics so many times before people start craving new cultural touchstones.

6. Subscription everything

Everything wants to be a subscription now, from razors to fast food discounts to basic digital services.

But consumers are tired of monthly fees for things that don’t need to be subscriptions.

(Girl!! In this economy!????)

2025 will be the year people start cutting unnecessary auto-renewals en masse. And brands that continue to push unnecessary memberships will face major drop-offs.

Strength in this industry is not all about what’s in. You also have to know what’s done, and when it’s time to cull it.

The brands that survive (and thrive) in the next era will be the ones that let go of outdated trends, listen to their audience, and adapt to what actually resonates.

So, marketers, let’s make a pact: Less cringe. Less AI spam. Less fake activism.

And please, for the love of all things holy, let’s leave reboot culture behind.

Here’s to what’s next.

-Sophie, Writer