2025 is here, and with it comes exciting shifts across the industry. At Liquid, we understand the importance of staying ahead of the curve – which means knowing the trends set to shape the year ahead. Here’s what we predict will define the marketing, food and drink, and social media sectors in 2025.

Sustainable Choices Take Centre Stage

Sustainability is continuing to take centre stage, especially in the food and drink industry. Consumers are more conscious than ever about the environmental impact of their choices, and brands that genuinely embrace sustainability will build stronger connections with their audience. A recent survey by L.E.K Consulting found that, in 2024, 68% of consumers had made more sustainable choices in the past 12 months, including reducing meat and dairy consumption. Deloitte also revealed that 63% of UK consumers, including millennials, are willing to pay more for environmentally friendly products, while this figure rises to 64% for Gen Z.

As demand for sustainable practices grows, transparency will become key as consumers will expect brands to provide clear information on sourcing, packaging, and carbon footprint reduction. Research further indicates that nearly two-thirds of consumers consider sustainability a top three factor in purchasing decisions. In 2025, brands that lead with eco-friendly initiatives and transparent practices will not only attract consumers but also earn their long-term trust and loyalty.

Food for thought

Continuing the topic of food, here’s a fun fact: According to The Food People’s ‘Food and Beverage Trends 2025-2026’ report, swavoury flavours — a blend of sweet and savoury — are expected to be a major trend in 2025. For our clients like Maple from Canada UK, and the North Carolina Sweetpotato Commission, this presents an exciting opportunity for bold recipe ideas in 2025.

Short-Form Video Dominates Social Media

Short-form video is set to dominate social media in 2025. TikTok, Instagram Reels, and YouTube Shorts have become powerful tools for brands to tell their stories and this will only continue in the new year. As TikTok’s Sanna Britsman explained in The Drum, the platform’s content graph allows brands to connect with audiences authentically and tap into cultural moments.

At Liquid, we see short-form video as an essential way to build brand connections. It’s not just about gaining reach but about creating content that feels genuine and resonates with people, across key cultural moments where possible. This year, authentic, short-form video will be a vital part of any marketing strategy, helping brands stay relevant and engage their audiences.

The Rise of Social Commerce

Social commerce is also on the rise, with social media platforms evolving into shopping hubs where consumers can buy directly from Instagram, TikTok, and Facebook. According to Hostinger UK, one-third of Gen Z and Millennials completely trust influencer product and brand recommendations, making social platforms key for product discovery and purchase. In 2025, we can expect the integration of e-commerce and social media to become even more seamless, allowing consumers to shop without leaving their favourite apps.

For brands, this means focusing on an integrated social media strategy that blends authentic content with direct purchasing options, tapping into the growing trust consumers place in creators and influencers. With over five billion social media users globally, businesses have an unprecedented opportunity to reach a vast audience and drive sales with avid social media users such as those in Gen Z or Millennial demographic categories.

Experiential Marketing Gains Momentum

Finally, experiential marketing is set to gain even more momentum in 2025 as consumers increasingly seek authentic, memorable experiences rather than digital ads. With ad fatigue on the rise, brands are focusing on in-person activations like pop-up events, curated experiences, and strategic brand placements that foster emotional connections and lasting loyalty.

According to AdAge, these experiences, which offer face-to-face interactions, are proving more effective than digital impressions in driving consumer engagement. Emerging technologies, such as AI, are also being used to optimise timing and enhance the impact of these activations, making them more targeted and impactful. As the landscape shifts back toward genuine, human-centric engagement, experiential marketing will provide brands the opportunity to build deeper connections with their audiences.

At Liquid, we’re excited to help our clients tap into these trends and ensure their marketing strategies stay ahead of the curve in 2025. Whether through sustainability initiatives, engaging social media content, or immersive experiences, we’re here to help. For marketing support that ties into 2025 trends and keeps your communication efforts relevant to today’s audience, get in touch with us today!