We’ve reached the quarter point of the century, and things are changing faster than ever. Social and technological shifts are reshaping how marketing teams operate from strategy development through to execution.
In the dynamic world of marketing, staying ahead isn't just an advantage—it's a necessity. As we approach 2025, the Australian B2B and not-for-profit sectors are standing at a critical intersection of technological innovation, workforce transformation, and strategic reimagination.
Social and technological trends impacting marketing
Rather than simply diving into a list of trends and predictions, it makes sense to take a step back and look at the social events and technological developments that are shaping the marketing industry.
AI and automation
The trend
Are you sick of reading about AI yet? Probably, but a 2025 marketing trends article wouldn’t be complete without mentioning it. AI tools are allowing organisations to personalise customer interactions with remarkable precision, automate complex workflows and processes, and generate data-driven insights at speed.
The impact
The true power of AI doesn’t lie in the technology itself, but in the strategic, ethical implementation. AI tools will enable hyper-targeted campaigns that speak directly to individual needs and behaviours. However, the challenge lies in maintaining a human touch in an increasingly automated world. We predict the most successful organisations, both in the B2B and NFP spaces will be those who view AI as a collaborative tool, augmenting human creativity rather than replacing it.
As AI makes it easier and easier to produce content at scale and consumer trust in influencer marketing falls, audiences will turn to user generated content as a more trusted source of information. Our recommendation? Use AI tools to identify the most impactful user-generated content across different platforms and lean in.
Transparency, sustainability and ethical marketing
The trend
Consumers and stakeholders alike are demanding greater transparency and responsibility. Organisations must align their marketing efforts with sustainability goals, not only as a competitive advantage but also as a necessity for maintaining trust.
The impact
Brands will have to continue to find ways to connect to their increasingly cynical audiences. To do this, an emphasis will have to be placed on brand marketing and storytelling, likely using a video-heavy multichannel approach.
Digital inclusivity and accessibility
The trend
As digital engagement grows, so does the need for inclusive and accessible content. This trend is particularly critical for NFP organisations, whose diverse audiences often require tailored messaging to drive engagement.
The impact
Organisations will have to pause for a moment and consider their content production. Focusing on quality content, in accessible formats, that are designed to be reused and repurposed will be a better approach than simply blasting every channel with rushed, AI generated content without strategy or consideration behind it.
The changing marketing workforce
The trend
There’s a growing buzz around the workforce trends shaping the marketing sector. With tightening budgets, both B2B and NFP organisations are likely to face increasing pressure to do more with less. Industry gossip suggests that as much as 30% of the marketing community is currently out of work. While this claim requires scrutiny, it highlights a broader shift in how organisations approach talent.
While traditional full-time roles are indeed contracting, we're witnessing a definite shift towards specialised contract work, freelance marketing expertise, and project-based engagements. This isn’t exactly a crisis, but it does shift how marketing talent is sourced and deployed.
The impact
As businesses move away from full-time marketing teams in favour of freelance and contract models, the tradeoff will be flexibility and cost effectiveness with knowledge sharing and continuity. Efficiency and strategic resource allocation will be key to sustaining impact without overextending resources.
To succeed in 2025, both B2B businesses and NFP organisations alike should take a strategic approach to outsourcing. This might look like outsourcing high level, specialised strategy work and executing in house, or working with the same freelancers or agencies throughout the year. It will be more important than ever to find partners who are aligned with your values– so that they can communicate them most effectively.
Strategic ways to prepare for 2025
No matter which industry you’re in, whether or not you believe certain trends will impact you, there are ways you can and should be preparing for 2025. Here are the four most important things you can do right now:
1. Invest in AI literacy across your team. Not only how to use it, but how to use it ethically.
2. Develop flexible, skills-based workforce strategies
3. Prioritise authentic, purpose-driven communication
4. Continuously upskill in emerging digital technologies
The marketing landscape of 2025 demands agility, empathy, and strategic thinking. It's not about predicting the future—it's about being prepared to shape it.
At Make It Happen, we don't just observe trends—we help you navigate them. Book a free 30 minute strategic consultation and discover how we can transform these insights into your competitive advantage.