2025 is shaping up to be a year full of fresh approaches and innovative tactics in the world of marketing. However, not every “hot” trend will deliver the results brands expect.
“Some marketing strategies, while popular, may alienate audiences, decrease trust, or even backfire for certain businesses,” says Jason Morris from My Profit Engine, a family-run link-building agency.
Below, Jason breaks down the top marketing trends to think twice about this year.
1. Fake Nostalgia
Nostalgia marketing has become a staple in recent years, tapping into the emotional connections people feel with their past. But beware: using nostalgia just for the sake of it can backfire if it’s not the right fit for your brand.
“For brands that aren’t inherently connected to vintage or retro elements, or who don’t have a long history to look back on, the nostalgia trend can feel forced and inauthentic,” says Jason.
Rather than recycling the past for clicks, focus on campaigns that align with your brand’s mission and vision. Celebrating innovation and progress can be just as appealing as evoking nostalgia.
2. Edgy Marketing
Investing in “edgy” marketing can be an enticing idea, especially in an era where shock value often translates to virality. But it comes with risks. Pushing the boundaries too far can alienate your audience, especially when it’s perceived as tone-deaf or inconsiderate.
“Brands that rely on controversial jokes or campaigns that prioritise shock value to get attention may find themselves quickly facing backlash,” says Jason. “In 2025, audiences are more socially conscious, and many are quick to call out brands for inappropriate content.”
Our advice? Focus on authenticity and staying true to your brand’s values, without resorting to shock tactics.
3. Sustainability-Washing
Sustainability has rightfully become a major concern for both consumers and businesses. However, jumping on the “sustainable” bandwagon without genuinely incorporating eco-friendly practices into your operations can lead to accusations of greenwashing.
If a brand is seen as falsely claiming environmental responsibility, it risks damaging its reputation and losing customer trust. Instead, be transparent and make real changes. Don’t just add a green label to your product or service; build a long-term sustainability plan, and commit to it.
4. Over-Reliance On AI-Generated Content
Artificial intelligence is a powerful tool that gains new uses and features all the time, and there are hundreds of ways to incorporate it into your marketing plan. However, relying too heavily on AI-generated content can harm your brand’s credibility, especially if it lacks the nuance and authenticity that human content brings.
“Consumers are becoming increasingly adept at spotting AI-generated content, and many prefer content that feels personal and real,” says Jason. “Content that is overly generic, repetitive, or lacks a human touch can leave audiences disengaged.”
5. Influencer Marketing Fatigue
Influencer marketing has proven to be highly effective, but audiences are beginning to show signs of fatigue.
“Overexposure to influencer promotions has led to a decline in consumer trust,” says Jason. “We’re all primed to be far more sceptical of influencer marketing these days, especially after scandals with widely promoted brands like BetterHelp and Honey.”
For a different marketing angle, consider collaborating with your actual customers. Brands that engage with loyal fans or micro-influencers who genuinely love their products are more likely to create authentic, relatable content that resonates with audiences.
6. The Pressure To Chase Every Viral Trend
In the pursuit of virality, brands often hop on every trending hashtag or meme, hoping to catch the wave of popularity. However, this approach can come across as opportunistic or tone-deaf if it doesn’t align with the brand’s voice or values.
“What’s viral today may be forgotten tomorrow, and chasing every trend can dilute your brand’s messaging,” says Jason.
Instead, put your energy into long-term brand-building efforts. Create content that speaks to your audience’s needs, and stick to strategies that provide lasting value rather than fleeting viral moments.
Jason Morris from My Profit Engine commented:
“It’s important to recognise that not every trend will work for every brand. While it may be tempting to jump on the latest bandwagon, successful marketing comes down to authenticity, relevance, and long-term customer relationships. Brands should focus on what truly resonates with their audience, and be confident that customers will connect with their sincerity.
“Consumers are becoming more sophisticated and selective in how they engage with brands. They now expect transparency, authenticity, and relevance, not just a flashy campaign or viral video. In 2025, marketers need to move beyond surface-level tactics and develop deeper connections with their audience. Trends may offer a quick boost, but true success comes from building trust, delivering value, and staying true to your brand’s core values.”