As we dive into the new year, our team of experts has analyzed emerging patterns and curated essential trends that will shape marketing and communications strategy in 2025.

The Evolution of Search: Navigate the Multi-Platform Landscape 

The search landscape has fundamentally changed. Audiences now use an average of seven different platforms to research purchases – from traditional search engines to AI assistants, forums and social networks. Marketers must evolve to ensure attention is captured across this entire ecosystem, not just search engines. This means creating the right content for each platform, tracking search behavior across channels, and continuously adapting to capture new opportunities. — Jon Woods, Founding Partner, outdoor enthusiast, recreational soccer coach 

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Human-First Communication in an AI World

Despite technological advances, organizations should prioritize humanized messaging to build authentic, two-way connections with their audiences. While AI can enhance the effectiveness of communications, AI shouldn’t replace the personalized touch that preserves trust and relationships in communications. — Lauren Noser, Strategic Communications Division Leader, boy mom, city explorer

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Workplace Wellness: The New Corporate Imperative

Employee well-being is no longer optional—it drives engagement, retention and performance. In 2025, successful companies will embed mental health and holistic wellness into their workplace culture. Companies like Patagonia and Google are introducing benefits like paid “wellness days”, resilience training programs and meeting free “focus weeks.” In addition, initiatives like financial wellness workshops, caregiver support programs, subsidized childcare, student loan repayment assistance, four-day work weeks and extended parental leave are gaining some traction as companies begin to recognize the changing needs of their workforce. — Laura Love, Founding Partner, mental health advocate, Jelly Belly connoisseur

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Emerging Social Platforms: The Reddit Renaissance

Be open to exploring new social platforms as audience preferences and behaviors shift. Reddit is one example of an unconventional platform brimming with new opportunities for brands, especially after experiencing a 46% increase in year over year daily active users. — Kathleen Deal, Content Division Leader, improv coach, 1/3 of GFM|CenterTable’s triathlon team

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Design Trends: Breaking Free from Template Culture

Embrace the unexpected and unconventional with design (as long as it suits your brand). Between Canva and AI, everyone can create from pre-made templates and algorithms pulling from what exists on the internet. Real creativity exists on the outskirts of what’s already out there. Experimentation with type, texture, composition, color and style is a worthwhile way to stand out from what will continue to evolve into a homogenous crowd of minimalist, templated graphic design. — Ben Hock, Creative Services Division Leader, PawsCo volunteer, Certified Cicerone® 

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Advertising Outlook: Balancing Innovation and Tradition

Ad spending is expected to grow through 2025, with media and entertainment bouncing back thanks to increased consumer engagement. In contrast, B2B advertising will continue relying heavily on traditional methods. Marketers need to balance new, innovative approaches with strategies tailored to specific industries to stay competitive. — Becky Cole, Paid Media Division Leader, toddler wrangler, traveler

Interested in learning more? Reach out to your favorite GFM|CenterTable team member or contact us directly—we’d love to hear from you!