Trending. What’s Shaping the Future of Branding and Storytelling
In a world that’s louder, faster and more crowded than ever, staying ahead of the curve isn’t about chasing shiny new platforms — it’s about spotting the trends that actually matter.
The brands making the biggest impact aren’t necessarily the biggest spenders. They’re the ones being braver with their voice, smarter with their data, and sharper with their storytelling.
Here are the brand and communication trends we’re seeing — and helping clients act on — this year.
1. Braver brands win more attention
Consumers are tired of vague, vanilla messaging. They want real talk. And they’re rewarding brands that say what others won’t — on everything from sustainability to social issues.
Think no more fence-sitting. The expectation now is to take a stand (and back it up with action).
2. AI is here, but human-led storytelling still matters
AI can do a lot — but it can’t feel. It can speed up processes, spark ideas, and personalise journeys. But when it comes to emotional storytelling, human connection still leads.
The winning formula? Brands using AI to enhance creativity, not replace it.
Takeaway: Use tools like ChatGPT, ConsistentlyAI, Midjourney and Notion AI to support strategy, not stand in for it.
3. Purpose needs proof
“Purpose-driven” is no longer a differentiator — it’s a baseline. But consumers are savvier now. They’re asking: Where’s the evidence?
That means ESG (Environmental, Social & Governance) claims need more than a slide in your pitch deck. Brands need to be transparent about impact, not just intention.
Tip: Publish your progress. Showcase your community work. Let real people tell your story.
4. Social content that feels human, not polished
Gone are the days of over-produced posts. 2025 is all about lo-fi, real-talk content — especially on TikTok, Reels, and LinkedIn.
The trend? People-first storytelling. Behind-the-scenes shots. Quick takes. Candid clips. It's not about perfection, it’s about personality.
Example: Brands like Monday.com and Ryanair are winning big by showing up as humans, not billboards.
5. Bold design, nostalgic touches
Design is going bold again: retro fonts, vibrant colours, layered textures. But there’s also a return to the familiar — 90s interfaces, analogue throwbacks, scrapbook aesthetics.
Why? Nostalgia offers comfort. And boldness grabs attention. Together, they’re a scroll-stopping combo.
6. Thought leadership is going niche
The era of generalist thought leadership is fading. Audiences want specific, smart voices on topics they care about.
In practice, this means more long-form content on LinkedIn, more brand founders writing first-person pieces, and more niche newsletters with real value.
Advice: Don’t try to be everything to everyone. Say one thing — really well.
Trends to ignore
✖️ Jumping on every new platform (Threads, BeReal, whatever comes next) — unless your audience is already there.
✖️ AI-generated everything — audiences can tell.
✖️ Greenwashing or values-vagueness — they’ll call you out.
You don’t need to follow every trend
You just need to be intentional about the ones you do.
If your brand is going to show up, make it count: be brave, be clear, and be ready to adapt.
Because the best brands aren’t just communicating — they’re connecting.
Want help riding the trends — not just reacting to them?
Let’s talk. We’ll help you show up with a voice that’s relevant and recognisable.