AI and automation top the innovation list
Artificial intelligence is now the number one trend marketers are exploring. This reflects a broader shift towards automation, efficiency and better use of data. While previous years saw more focus on sustainability and net zero, attention is now turning towards digital transformation.
Marketers also cite voice search, AR and personalised marketing as areas of interest, signalling a growing desire to modernise how they reach and engage audiences.
“AI interest more than doubled, rising from 20 percent last year to 45 percent in 2025.”
Which trends are you looking to explore further in 2025?
Sustainability still matters, but the focus is shifting
Which industry topics will feature in your content strategy this year?
Sustainability remains a key topic, but its lead is shrinking. In 2024, 84 percent of respondents listed it as a content priority. This year, the figure has dropped to 58 percent.
Instead, marketers are looking to incorporate topics like smart cities, predictive maintenance and modular construction into their messaging. This shift suggests a broader focus on innovation, not just environmental performance.
“Sustainability content dropped from 84 percent in 2024 to 58 percent in 2025.”
Supply chain instability and legislation remain top concerns
While the outlook is positive overall, key pressures remain. Supply chain instability is the number one issue to monitor in 2025, with 58 percent of marketers citing it as a concern. Material costs, the Building Safety Act and skills shortages also feature prominently.
The impact of legislation is especially important, with half of respondents highlighting the Building Safety Act as something that could directly affect their work. Marketers must stay aware of regulatory shifts and prepare to adjust accordingly.
“58 percent of marketers say supply chain instability is the biggest external factor to watch.”
Which issues do you expect to have the greatest impact in 2025?
Want to futureproof your marketing strategy?
Download the full Horizon 2025 report for insight into emerging trends, content priorities and the sector pressures shaping the year ahead.
Chapter 1
Meet the marketers shaping 2025
Discover who took part in Horizon, how they feel about the year ahead, and what that optimism means for the sector.
Chapter 2
Where the money is going in 2025
Find out how marketing budgets are changing, what teams are focusing on, and how many campaigns are being planned.
Chapter 3
Are you measuring what matters?
See how marketers are balancing brand building with performance, and why better measurement is still a challenge.