Talking trends in 2025It’s by the coffee machine at KAN where you get the inside scoop on what’s going on.
A new year brings with it lots of hopes and ideas for the future. It should come as no surprise that some of the hopes and ideas chatted about around the KAN coffee carafe these first months of 2025 are related to our agency work. Take a sneak peek (or sip) of the marketing trends we’re interested in and expect to see more of throughout the year.
A curious approach to the world
As a full-service agency, there’s a wide range of talents represented throughout our teams. With strategists, art directors, developers, cinematographers, and more on staff, a lot of unique industry perspectives meet in our office kitchen. Common conversations—aside from how the weekend went—centre around changes we see in our field of work, consumer behaviours, B2B needs, new ideas or tools, and intriguing ideas. In other words: trends.
“When it comes to trends, there’s always two sides of the coin,” says Kristoffer Åkesson, a seasoned strategist on our staff. “Take video, for example. The demand on pieces that are just a few seconds long is still growing. At the same time, we see powerful consumer responses to long-form storytelling formats.”
So, how do we think about trends when it comes to our daily work?
“Our job is to be curious, embrace it all, but then carefully evaluate what to go with,” Kristoffer says. “That’s how we can decide what approach best meets the needs of our client and their specific purpose.”
With our assignments for 2025 well under way, we thought it was a good time to catch up with some of our colleagues about what they’re working on and the trends they’re seeing. We staked out the kitchen and chatted with our Copywriter Rachel Hahn, alongside UX Designer Fredrik Broman, Content Manager Daniel Melin, and Digital Marketing Specialist Marielle Sandmark. Below, you can explore their thoughts on the trends for 2025.
Communicating sustainability has been a major focus for brands for a long time, in part because it’s something consumers care about. The challenge has always been accurate messaging that’s quick and easy to understand, without oversimplifying or greenwashing.
But it’s been a bit of a Wild West situation when it comes to laws that protect people from misleading claims. The EU has been working on regulations for a few years and now there’s a directive that’ll come into effect in 2026. So, I think 2025 will have a lot of brands looking at their messaging to make sure they’re ready for that.
Rachel Hahn, Copywriter
So far, 2025 has been about working to balance two fundamentals when tailoring customer experiences for our clients. First, consistency. It’s always been a golden rule for shaping the best user experience, and I don’t think that’s going to change.
But now we’re working more and more with personalisation. It’s what people expect from brands and the data suggests it’s a more efficient way to spend your marketing budget. So, my focus right now is about finding that balance between personalised and consistent user experiences.
Fredrik Broman, UX Designer
The tools we use for analytics are constantly improving. Our team is always working to keep track of these developments to make sure we get the most out of the latest capabilities, including AI-driven features. This has a big impact on the quality of the insights we can gather from the data.
The better our insights, the better our ability to reach a target audience. Different demographics have different preferences and knowing where to find your audience is key. You could create the best advertising content on the planet, but if you don’t make it available where your audience will see it, you’re cooked.
Marielle Sandmark, Digital Marketing Specialist
There are several leading voices in the industry talking about the importance of authenticity, and I tend to agree. With more and more AI experiences popping up in our work and everyday life, people are craving a human touch.
I think that’s one reason we’ve seen the ROI on user-generated content and even employee-generated content grow. 2025 will be a year of looking for opportunities to create content that connects to consumers on a personal level.
Daniel Melin, Content Manager
These are just a few of the many different trends, tools, and topics that are influencing our work to create valuable experiences for the variety of audiences our clients have. Whether it’s B2B, B2C, internal comms or other types of communication, we’re always exploring the most effective ways to make meaningful connections. And, thanks to the diversity of talents and interests within our KAN staff, our collective curiosity promises to continue driving success for our clients.
Welcome to our kitchen for a cup of coffee! Let’s talk trends, your latest project, and how we can help you engage your audience.