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Sarah Latham

3 minute read
January 13, 2025

Originally published:
January 13 2025

Updated:
January 13 2025

Building a brand in 2025: 5 trends you can’t afford to ignore

As we head into 2025, the landscape of branding and creativity is gearing up for another big shift. And for marketing professionals in the public and third sectors, keeping pace with these emerging trends is more important than ever.

Building a brand that resonates, engages and drives meaningful action requires an awareness of the cultural, technological and societal currents shaping the world. So here are the key current trends we expect to define the year ahead and how your organisation can harness them for maximum impact.


Purpose-driven branding at the forefront

While purpose-driven branding isn’t anything new, it’ll continue to dominate over the coming years. And it’s not just enough to state your values – it’s about demonstrating that you walk the walk through measurable impact.

What you can do:

  • Showcase the real-world outcomes from your initiatives. For example, this might be using storytelling backed by data to communicate the impact you’ve had in local communities or how donations you’ve raised have been used.
  • Collaborate with your stakeholders and communities to co-create campaigns, ensuring authenticity and alignment with your purpose.

Tip: Transparency is a key part of building trust. Share your successes as well as your challenges to build credibility with your audience.

Immersive experiences

We can expect immersive technologies like augmented reality (AR), virtual reality (VR) and mixed reality (MR) to become more present in the public and third sectors this year. Organisations are already beginning to use these tools to create impactful experiences that educate, engage and inspire action.

What you can do:

  • Use AR, VR and MR to bring abstract issues to life. For example, a virtual tour could highlight the impact of climate change or immerse prospective students into life at your university.
  • Integrate immersive storytelling into fundraising or awareness campaigns to deepen emotional connections with your audience.

Tip: It’s a good idea to start small if immersive technologies are very new to your organisation. Try piloting this technology by using existing simple mobile apps that’ll enable you to do things like use VR to enhance in-person events or incorporate AR into a direct mail offering. It’s also worth monitoring the use of immersive technologies in other sectors to explore what’s possible, and to be ready to harness these once costs begin to reduce as they become more widely available.

AI-driven hyper-personalisation

Personalisation has evolved far beyond addressing someone by name in an email. In 2025, hyper personalisation driven by AI will redefine how organisations engage with their audiences.

What you can do:

  • Leverage AI and your collected data to tailor messaging based on user behaviour, but don’t forget to ensure compliance with data regulations and prioritise ethical data use.
  • Create opt-in opportunities for your audience to share their preferences, allowing you to personalise their experiences in a way that suits them and without overstepping boundaries.

Tip: Remain transparent by clearly communicating how you collect, store and use data and AI.

Speaking to the future generation

By 2025, Gen Z will form a significant portion of the workforce and donor base. Their values, shaped by social justice, environmental action and digital fluency, are reshaping how brands communicate.

What you can do:

  • Embrace platforms and formats popular with Gen Z, like short-form video and interactive content.
  • Make sure your content is shareable.
  • Focus on accessibility and representation in your content and campaigns, ensuring diverse faces and voices are front and centre.

Tip: Don’t just target Gen Z – involve them. Collaborate with younger audiences through focus groups and A/B testing to co-create campaigns that truly resonate.

For more inspiration on captivating a Gen Z audience, check out our webinar.

AI-powered insights

From content creation to predictive analytics, AI has become an integral part of the marketing landscape as it unlocks new opportunities for efficiency and creativity.

What you can do:

  • Use AI to analyse audience behaviour and optimise campaigns in real time.
  • Automate routine tasks to free up your team for strategic thinking and innovation.

Tip: Approach AI as a tool to enhance human creativity, not replace it. Combine machine insights with your team’s expertise to craft compelling campaigns.

For more inspiration on harnessing the power of Creative AI, check out our webinar.

Final thoughts

Building a brand in 2025 requires a blend of agility, authenticity and ambition. By staying ahead of these trends, public and third-sector organisation can create brands, content and campaigns that not only capture attention but also drive meaningful change. The question isn’t whether you’re ready for these trends – it’s how you’ll make them work for your organisation.

Are you prepared to take your brand to the next level in 2025? Drop us a message to tell us what’s next for your organisation.

Avatar photo

Sarah Latham

3 minute read
January 13, 2025

Originally published:
January 13 2025

Updated:
January 13 2025

About the writer

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Sarah is a Chartered Institute of Marketing accredited professional with eight years’ agency-side experience. Sarah is dedicated to driving growth, building brand recognition and cultivating lasting relationships with our audience. Armed with the latest industry knowledge and best practices, Sarah spearheads our agency marketing activity with dedication and flair.

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