Real Voices, Real Impact
Employee-generated content (EGC) is emerging as a powerful marketing tool in 2025, as brands increasingly tap into their employees to create authentic, relatable content.
EGC provides a unique, behind-the-scenes perspective of a company’s culture, values, and products, offering a level of trust and authenticity that traditional marketing often lacks.
Research by Hootsuite demonstrates that 59% of customers will stop purchasing from a company if they don’t trust them, exemplifying the importance of ECG content as it becomes a key driver in building and maintaining customer trust.
EGC allows brands to foster genuine connections by showcasing real employee experiences, which can mitigate trust issues and enhance credibility. According to Raman (2024), ‘content shared by employees receives 8 times more engagement than content shared directly by brands,’ demonstrating the effectiveness of ECG and the success it can bring a company.
By leveraging authentic stories from within, companies can avoid the scepticism surrounding corporate-led marketing, ensuring that their message resonates with consumers on a deeper, more personal level. It fosters authenticity by providing genuine employee perspectives and bringing together diverse insights from employees across different departments.
Customers are tired of constantly seeing ads and follow influencers to emulate their lifestyle for inspiration, which is why ECG works, as customers are seeking ‘normal people’ to relate to, rather than these glorified influencers.
According to Hootsuite, using ECG allows brands to extend their organic reach by 200%, and increase profitability by 23%.It offers a genuine, relatable perspective from everyday employees, making brands feel more approachable and trustworthy.
Customers want to see real experiences and authentic stories, which makes EGC an effective way to connect on a deeper, more personal level.
Unlock AI’s Marketing Power
Artificial Intelligence (AI) has already revolutionised digital marketing, and its impact will only continue to expand as technology advances. Tools like chatbots and virtual assistants are evolving to create more human-like interactions, offering personalised product recommendations and highly targeted ads.
Studies have effectively demonstrated that general sales can be increased by 25% with AI-powered recommendations, and that due to the impact of AI, product and company reviews can increase by 15%.
The use of AI allows businesses to create personalised shopping experiences that feel intuitive and engaging, which is a key driver in increased consumer loyalty.
AI enables businesses to deliver more relevant content by using predictive analytics to power hyper-personalised marketing strategies. These platforms now possess the ability to generate tailored solutions within seconds, even for highly complex questions.
Research indicates that by 2026, 91% of IT leaders in the retail industry plan to prioritise AI, maintaining a strong focus on improving the operational efficiency of organisations and offering personalised customisation experiences. This growing reliance on AI technology highlights how essential it will be for future marketing strategies, helping businesses not only meet but anticipate consumer needs.
AI-powered search engines have advanced to the point where they can analyse queries, understand user intent, and provide expert-level responses. As a result, marketers will need to rethink their approach to SEO. Rather than focusing solely on keywords, they must now anticipate follow-up questions, offer in-depth explanations, and adapt to the context of user inquiries to succeed in an AI-driven landscape.
The Retail Revolution
Despite being previously associated with gaming, Augmented Reality (AR) and Virtual Reality (VR) are set to transform the retail industry, allowing for immersive shopping experiences.
The shopping experience has already become redefined, with research suggesting that 71% of shoppers prefer stores that offer AR try-before-you-buy experiences.
Leading brands, such as IKEA, have already begun integrating AR into their strategies. For example, IKEA’s app allows customers to visualise furniture in their own homes before making a purchase, enhancing decision-making and customer satisfaction.
Additionally, Meta is at the forefront of AR experiences, with the company recently previewing the physical prototype of their AR glasses, Orion. While they won’t be available for customers yet, this development signals a significant step towards integrating AR into daily life.
Meta’s vision for these glasses includes providing users with a seamless mix of the digital and physical world, enabling real-time interactions with virtual content in the real world. This innovation hints at how AR could soon become a staple in retail, from trying on clothes virtually to receiving real-time product information while shopping in-store.
Consumers are also welcoming the change, with studies demonstrating that 70-75% of individuals aged 16 to 44 are already familiar with AR, largely driven by its integration into social media platforms and mobile apps. This growing familiarity is pushing more retailers to explore AR technology, as consumers become increasingly comfortable with virtual shopping experiences.
Industries like beauty and fashion stand to gain significantly from AR by offering immersive experiences such as virtual try-ons, which create a more personalised and interactive shopping journey. In the coming years, AR and VR will redefine how consumers engage with brands, from virtual try-ons to immersive product demonstrations, ultimately transforming both online and in-store shopping environments.
Eco Edge
Sustainability and ethical branding are becoming central to consumer decision-making, and in 2025, they will likely dominate as key drivers of business success. As global awareness of environmental issues rises, consumers are increasingly demanding that brands align with their values, making sustainability not just a buzzword but a crucial aspect of brand identity.
Consumers are becoming increasingly conscious of their environmental impact, with a notable shift toward supporting brands that champion sustainability and ethical practices. This growing preference is reflected in a dramatic rise in demand for eco-friendly products, as evidenced by research demonstrating there has been a 71% increase in global online searches for sustainable goods over just five years.
Ethical branding encompasses a range of practices, including fair labour policies, reduced carbon footprints, and circular economies, all of which are gaining traction in response to heightened consumer awareness. With increased access to information, consumers can easily verify brand claims, pushing businesses to not only market sustainability but also substantiate it with verifiable actions.
A recent study by Monash University revealed that almost half (46%) of shoppers consider sustainability an important factor when making a purchase, while only 12% of consumers stated that they never look for sustainable products.
This indicates a significant shift in consumer behaviour, where environmental and ethical considerations are now playing a key role in purchasing decisions. The data suggests that sustainability is no longer a niche concern but a mainstream expectation, with many shoppers actively seeking out brands that align with their values.
Companies that prioritise these values are likely to gain customer loyalty, increase brand trust, and position themselves as leaders in a competitive, value-driven market. As sustainability and ethical considerations continue to shape the future, brands that fail to embrace these practices risk being left behind in a rapidly evolving landscape.