Three marketing shifts to act on

May 25, 2025

Marketing does not stand still. In today’s fast-moving digital landscape, keeping pace with the latest marketing trends is essential for any business that wants to grow brand awareness, attract talent and connect with its audience. Drawing on our own experience here at Purplex, this blog explores three key shifts that every brand should act on now.

1. Email newsletters as powerful owned media

While social media platforms still dominate attention, email marketing is enjoying a strong resurgence. As algorithms become less predictable and data privacy rules become stricter, newsletters allow marketers to communicate directly with their audiences without relying on third-party platforms.

When used as part of a wider content marketing strategy, a well-written newsletter can cut through the noise and generate real engagement. For marketing teams, it is an effective way to build emotional connections with customers, share case studies and provide regular updates about new products. Unlike social media ads, email gives you full control of the message and the audience, making it a core part of any successful digital marketing strategy.

2. Sustainability is shaping consumer behaviour

Sustainability is no longer a niche concern. Last year saw a sharp rise in consumers, particularly Gen Z and younger audiences, basing their buying decisions on ethical and environmental values. This shift in consumer behaviour is changing how marketing campaigns are developed and delivered.

For construction, glazing and home improvement brands, proving sustainable credentials is not just good practice. It is now essential for building brand trust. Customers expect transparency and prefer businesses that align with their values. Including video content or blog posts that highlight sustainable sourcing, reduced emissions or product longevity can help to increase visibility in search engine results and improve consumer trust.

At Purplex, we have seen first-hand how sustainability-focused content creation can strengthen both search performance and customer loyalty, particularly when supported by video marketing and social media activity.

3. Employer branding as a recruitment tool

One of the most significant marketing trends in the latest reports is the rise of employer branding. With ongoing labour shortages in construction and related sectors, marketing leaders are working closely with HR teams to attract and retain staff.

Younger consumers, especially Gen Z, want to work for businesses that offer more than a payslip. They are looking for purpose, culture and transparency. This means your digital marketing strategy should speak to future employees as well as customers. Sharing authentic video content on platforms such as YouTube Shorts and Instagram Reels is an effective way to highlight your team, values and working environment.

Here are some common questions businesses are asking as they adapt to the latest marketing trends:

Why should I adapt my marketing strategy to these trends?

Because consumer expectations, technology and digital platforms are constantly evolving. Aligning your strategy with the latest trends helps your business remain relevant and competitive.

What is the most important trend for 2025?

There is no single answer, but sustainability and employer branding are proving essential across many industries.

How often should I review my digital marketing strategy?

You should review your strategy on a regular basis. Quarterly reviews help ensure your approach remains aligned with emerging trends and audience behaviour.

Is your brand ready to evolve?

The most effective marketing strategies are built to adapt. If you want to respond to the latest marketing trends and deliver meaningful results, speak to the experts at Purplex. From content marketing and email campaigns to social media and employer branding, we will help you stay relevant and lead with confidence.

This entry was posted in Marketing Strategy, Purplex News