New Realities for Advertisers or What Consumers Want in 2025

Brands, advertising platforms and ecosystems continue to adapt to the dynamic demands of consumers. One of the key trends has been the development of so-called Commerce Media, a model that puts the focus not only on the effectiveness of advertising campaigns, but also on consumer values.

In this article, let’s look at what trends are driving consumer behavior in 2025 and what steps business owners and advertisers should take to stay competitive and build a loyal audience.

1.The non-linear buyer’s journey

The buyer can now find goods or services on one platform, compare prices on another, and finalize the transaction on a third. Advertisers must be ready to accompany users at every stage, offering relevant content and solutions. Non-linear CJM (customer journey mapping) is the new norm that cannot be ignored in 2025.

2.Hyper-personalization

Today’s users are lazy and capricious – they value personalized experiences but also demand transparency about how their data is handled. Companies that respect these demands win in the long run. In 2025, one of the keys to success in advertising will be the balance between personalization and privacy. Simply put, implement new data protection standards, but also let consumers know exactly how it’s being used.

The truth is, users don’t mind sharing information about themselves if they get relevant and valuable content in return. But ensuring transparency and adherence to all privacy standards is still a priority.

3.The Role of Artificial Intelligence

Artificial intelligence is being implemented in both advertising and customer interactions. In 2025, AI-based solutions will become even more popular and reliable, better analyze data, offer personalized recommendations and automate communication with users, which is especially valuable in a competitive environment. All of this will help strengthen trusted customer relationships and simply get closer.

4.Premium brands and omnichannel

Consumers are increasingly choosing brands that are associated with premium and high quality. This requires advertisers to create comprehensive omnichannel strategies to be present where their audiences are: on social media, marketplaces, mobile apps and, of course, offline.

5.An Ethical Approach to Business

Environmental and social responsibility will become an important factor in making purchasing decisions in 2025. Brands that demonstrate their commitment to environmental values will gain a competitive advantage. By the way, some companies use greenwashing – they claim but do not actually take real actions to protect the environment. This behavior can seriously damage a company’s reputation. To avoid this, provide honest and verifiable information about your environmental initiatives.

For your business to be called socially responsible, you need to be active in addressing social issues (poverty, inequality). Support charity organizations, implement social responsibility programs in your companies and create products that contribute to solving social problems.

6.Interactivity

The meta-universe has opened up new opportunities for brands. For now it is possible to create virtual stores and organize virtual events. But in order to attract attention in the virtual space and engage users in the process of interaction with the brand, it is necessary to develop new formats of advertising and content. AR and VR help to create interactive advertising campaigns. For example, AR can be used to allow users to see how a product will look in their home, and VR can be used to create virtual fitting rooms.

7.Creating Communities

Consumers are more likely to favor brands that bring people together around shared interests and values. Creating communities, whether online through social media or offline through events, allows brands to retain customers and turn them into ambassadors. A good example is Nike Run Club or Starbucks Rewards Community.

8.​​Synergy between B2B and B2C Strategies

In 2025, B2B marketing strategies must be aligned with B2C strategies, as decision makers increasingly follow the same path to purchase. Understanding the overall buyer experience helps develop effective communications for both audiences.

How advertisers are facing the challenges

Business owners and advertisers are already demonstrating a willingness to make major changes to meet new consumer expectations.

• They are investing in technology to create personalized campaigns and engage more effectively with audiences.

For example: implementing AI-powered chatbots to engage in conversations with customers, answer their questions, make recommendations, and even make sales. Chatbots allow companies to provide 24/7 customer support and increase customer trust.

• Focus on user experience, emphasizing convenience, intuitive interfaces, quality service, and seamless customer care.
• Partner with influencers. Consumers trust social media influencers, so collaborations with them are a powerful promotional tool.
• Create transparent advertising ecosystems that ensure data security and transparent processes, building user trust.
• Gamification is used – it has long been part of the user experience, but in 2025 it is reaching a new level. Brands are creating mini-games, interactive Challenges and AR-quests that motivate customers to interact with the product and share it on social networks.

Adaptation and a focus on consumer values is the formula for success in 2025. Brands will have to adapt to changing consumer expectations. Hyper-personalization, omnichannel, and privacy are becoming key elements of successful strategies. Companies that can effectively integrate these trends into their processes will become more competitive and build audience loyalty.