New year, new marketing trends 🌟
As we step into 2025, accessibility is becoming a critical component of effective marketing strategies. Inclusive marketing doesn’t just reflect good ethics, it also boosts brand loyalty, expands reach, and aligns your campaigns with diverse consumer needs.
Creating accessible marketing content is not something your brand can ignore in 2025.
And ensuring your marketing trends for 2025 are accessible will help your business stand out.
In this article, we’ll explore 9 key marketing trends for 2025 and provide actionable tips to enhance accessibility across every strategy.
Table of Contents
What is Accessible Marketing?
But if you’re new to accessibility or want a little refresher lesson, let’s start from the beginning.
Accessible marketing refers to creating campaigns, content, and experiences that are inclusive of everyone and that everyone can enjoy. This means designing visuals, videos, audio, events and text that accommodate diverse needs, like those of the Disabled community.
Why is Accessibility Important in 2025?
Accessibility is a must-have for all businesses out there, but as society becomes more and more digital-first, it is becoming even more essential.
- 1 in 4 people globally live with a disability, making accessibility essential for reaching a broader audience.
- Accessible campaigns improve user experience, increasing engagement and conversions.
- Inclusive marketing showcases your brand’s values and builds trust, setting you apart from competitors.
In 2025, brands that prioritise accessibility will lead the way, creating more meaningful connections and driving long-term success!
Top 9 Marketing Trends for 2025
Social Media Marketing Trends 2025
1. Social Media as Search Engines
Nowadays, it is not unusual to hear someone say ‘let me search on TikTok’ instead of ‘let me search on Google’. Social media platforms are becoming powerful search engines. Platforms like Instagram, TikTok, and Pinterest now prioritise search-friendly content, with users increasingly searching for products and answers directly on social media.
Social Media Accessibility Tip
- Include alt text for images to ensure visually impaired and other disabled users can engage with your content.
- Use clear, descriptive captions and avoid text-heavy visuals.
2. Augmented Reality (AR) Experiences
AR technology allows brands to create interactive, immersive experiences for consumers, such as virtual product try-ons for makeup and glasses, and AR-enhanced advertisements to stand out from competitors.
AR Accessibility Tip
- Provide text descriptions or audio alternatives for AR elements to ensure they are accessible to people with visual impairments.
- Simplify AR navigation for users with motor disabilities.
3. The Rise of Consumer Events
We’re in the post-pandemic era, and in-person and hybrid events are back in full swing. From brand pop-ups to live shopping experiences, consumer events will dominate marketing in 2025 and allow brands to engage directly with their customers.
Consumer Events Accessibility Tip
- Ensure venues are accessible with ramps, lifts, sensory friendly areas and seating accommodations.
- Provide live captioning or sign language interpreters for presentations or panels.
- Offer virtual attendance options for those who cannot attend in person.
4. Spontaneous, Unfiltered Brand Videos
Consumers are craving authenticity, and unfiltered, behind-the-scenes videos will continue to grow in popularity. Think: TikTok trends, day-in-the-life vlogs, and raw storytelling.
Brand Video Accessibility Tip
- Add closed captions to all videos, did you know that around 80% of people watch videos muted?
- Ensure colour contrast in text overlays meets accessibility guidelines.
5. Gen AI Enhancement Filters
Generative AI will play a significant role in creating personalised brand experiences, including AI-powered filters, tools, and recommendations.
Gen AI Accessibility Tip
- Test AI-powered filters for usability among individuals with disabilities, why not organise a focus group to learn more about it?.
- Provide simple, step-by-step instructions for accessing and using AI tools.
Influencer Marketing Trends 2025
6. A Rise in Micro and Nano Influencers
Smaller influencers with niche, loyal audiences will dominate influencer marketing. Micro and nano influencers offer high engagement rates and authentic connections with their followers.
Micro & Nano Influencer Accessibility Tip
- Collaborate with diverse influencers who represent different communities and abilities.
- Provide accessible guidelines and tools for influencer content creation.
7. Long-Term Influencer Partnerships
Brands are moving away from one-off influencer campaigns and focusing on long-term relationships to build trust and brand consistency.
Influencer Partnerships Accessibility Tip
- Ensure influencers incorporate accessibility best practices, such as captions, alt text, and inclusive messaging, into their content.
- Work with influencers who champion accessibility and inclusion to amplify your inclusive values.
Other Digital Marketing Trends in 2025
8. Voice Search Optimisation (VSO)
As voice assistants like Alexa, Siri, and Google Assistant become more advanced, voice search will continue to grow in popularity.
VSO Accessibility Tip
- Focus on clear, conversational keywords that align with how people speak.
- Ensure your website is accessible, mobile-friendly, and voice-assistant compatible.
9. Paid Media & Influencer Partnerships
Brands will increasingly blend paid media strategies with influencer partnerships to amplify their campaigns and drive conversions, it’s a great way to maximise visibility and ROI.
Paid Media Accessibility Tip
- Use accessible ad formats, including videos with captions, high-contrast visuals, and screen-reader-friendly text.
- Test ads for usability to ensure all users can engage with the content.
Embracing Digital Marketing Trends in 2025
To succeed in 2025, brands must embrace emerging marketing trends while ensuring their strategies are inclusive and accessible. Whether it’s optimising social media campaigns, collaborating with influencers, or innovating with AI and AR, accessibility must remain at the heart of your approach.
Learn how we can help your brand thrive with inclusive, accessible strategies. Explore our Inclusive Marketing Services.
FAQs
What is the future of marketing in 2025?
The future of marketing in 2025 is defined by personalisation, technology-driven innovation (like AI and AR), and inclusivity. Brands that prioritise accessibility and representation will build deeper connections with their audiences.
What is the experiential marketing trend for 2025?
Experiential marketing in 2025 will focus on hybrid events, interactive AR experiences, and immersive campaigns. These events will prioritise accessibility to ensure everyone can participate.
What are the content marketing trends for 2025?
Content marketing trends for 2025 include authentic videos, AI-enhanced storytelling, and voice search optimisation. Inclusive, accessible content will remain a priority for brands looking to reach wider audiences.
