Industry Predictions for 2025
As we move into 2025, the landscape of marketing and photography is evolving in fascinating ways that we’ve never seen before. For small businesses and independent brands, these changes bring both challenges and opportunities.
Success isn’t about following every trend, but it’s about understanding what resonates with your audience and using it to build meaningful connections. Here are my 2025 predictions to what will be shaping the marketing and photography industry this year, along with recommendations to stand out from the noise.
Authenticity Takes Centre Stage
We’re living in a world saturated with AI-generated content, slick advertising, and influencer culture. While these tools have their place in above-the-line advertising, they’ve left customers craving something real. Trust in overly polished content is dwindling, and people are questioning whether content such as USG or product shots is staged or if AI imagery is just another sales tactic.
This shift has sparked a growing demand for genuine storytelling. Customers want to see the people behind the brand, hear authentic stories, and connect with businesses on a human level. For small businesses, this is your chance to lean into what makes you unique—your values, your journey, and the real-world impact you’re making.
Sustainability Isn’t Optional
Eco-conscious practices are no longer just a trend; they’re an expectation. Whether you’re a fashion brand focusing on pre-loved or recycled materials or a photographer finding creative ways to reduce waste on set, sustainability matters.
Beyond the obvious environmental benefits, sustainable practices offer a powerful storytelling opportunity. Customers want to feel good about where they spend their money, and showing your commitment to the planet (without greenwashing!) can help build trust and loyalty.
I predict that in 2025, there’s going to be an even greater focus on circular fashion, with brands incorporating reuse and upcycling into their campaigns and being more conscious about sustainable practises.
The Blend of Traditional and Modern Techniques
Creativity is taking an exciting turn as the advertising world are experimenting with merging old and new techniques. Analogue film, mixed media, and even hand-crafted visuals are being reimagined with digital tools and AI enhancements. This blending of styles gives imagery a sense of depth and character that purely digital methods often lack.
For small businesses, this means an opportunity to stand out with visuals that feel tactile and unique. Customers are drawn to work that doesn’t look mass-produced or over-polished.
Cost-Conscious Customers, Smarter Marketing
The cost-of-living crisis is shaping how people make purchasing decisions. Customers are being more careful with their spending, looking for quality, value, and products that last instead of going for quick, throwaway buys. They’re reading reviews, comparing their options, and putting their trust in brands that feel genuine and worth their time.
This doesn’t mean customers will stop spending altogether, I predict customers will just be thinking more about what they buy, which is where the lipstick theory comes in. During tough times, consumers still like to treat themselves, but they’re drawn to smaller luxuries that make them feel good without blowing the budget.
At the same time, eco-friendly shopping is on the rise. More and more people are happy to spend a bit extra on brands that are sustainable or focus on quality. Pre-loved fashion, recycled materials, and products with a lower environmental impact are becoming the go-to because they feel like a smarter, more meaningful choice.
The Continued Rise of Personal Branding
In 2025, I believe personal branding will become an even bigger deal. Customers will be more interested in small, independent businesses than faceless corporations. They will likely want to support brands with a story and connect with people who are passionate about what they do.
For small businesses, this means making your brand about more than just your products or your services. I’d recommend sharing more behind-the-scenes moments, introduce your team, and talk about why you started your business in the first place. The more personal and relatable you are, the more likely customers are to engage with you.
Video Content Evolves
While short-form video still dominates social media feeds, I believe 2025 will see a rise in longer, more purposeful content. Customers are growing weary of fast, flashy videos that don’t add value. these videos are passively entertaining and can lead to social engagement, but too many brands are hopping on trends that adds to the noise. Instead, I believe in 2025 customers will be seeking out educational, in-depth content that helps them make informed decisions.
For small businesses, this is an opportunity to create videos that educate and inspire. Think tutorials, behind-the-scenes looks, or longer stories that give customers a deeper connection to your brand. Start conversations and talk about the important things. The best part of this is that these videos don’t need to be polished to perfection - a simple Q&A session or story times can work well. Authenticity wins here, too.
The Power of Candid Visuals
I believe in 2025, highly staged, glossy campaigns are losing their appeal. Customers want to see brands that feel approachable and human, which is why candid, unpolished visuals are on the rise. This doesn’t mean you should abandon professional visuals altogether, but I believe it’s about finding a balance between high-quality and relatable imagery that people can connect with
Consider incorporating moments from your daily operations, team collaborations, or even bloopers into your content strategy. These little touches make your brand feel more accessible and relatable!
AI: Friend or Foe?
AI is here to stay in 2025, and it’s revolutionising e-commerce by enabling brands to quickly generate images for product listings or catalogues. But while AI excels in speed, it often falls short in creating the emotional connection that only humans can deliver.
As AI becomes more prevalent, the brands that succeed will be those that combine its efficiency with human creativity. I believe more brands will utilise AI for the practical stuff, but (hopefully) will start learning on genuine storytelling and the personal touch for areas that matter most to customers.
York Freelance Photographer
Hi! I’m Hannah. I’m a York based photographer specialising in fashion & beauty photography. With a background in digital marketing, delivery and production, I work with brands & businesses to create compelling imagery with a purpose to engage, captivate and tell brand stories.
If you’re ready to bring your story to life through photography or content, get in touch! Together, we can create visuals that resonate with your audience and reflect what makes your brand extraordinary in 2025 and beyond.
