A few weeks ago, my team had the first session of our annual strategy session. Before then, I had spent my running session every morning asking myself what our direction for 2025 should be.
Reflecting during one of those morning runs, my mind returned to Jim Collins and Morten Hansen’s Great BY Choice. In the section on the FAQs about the book, Collins argued that there is no “new normal” and that our world will continually be VUCA.
He wrote, “The dominant pattern of history isn’t stability, but instability and disruption.”
If you work in marketing in Nigeria, you will agree that 2024 was VUCA on steroids. Regulations were stiffer, the market became slimmer, competition was cutthroat, purchasing power shrunk, and even the weather was more erratic.
We also witnessed the darker side of digital technologies; the exchange rate played mind games on us, and many other challenges emerged.
Due to these instabilities and disruptions, we are being greeted in 2025 by expert predictions about emerging marketing technologies that will shape the year. We have read or heard about this year’s boom-and-gloom economic outlooks, the growing roles of artificial intelligence (AI), and rapidly changing global and local consumer trends.
While I held all these changes in one hand, I concluded, based on Morten and Colins’ insight, that all these instabilities and disruptions might change “how” we do marketing (not only in 2025), but they will not change “why” we do marketing and build our brands.
Marketing, for me, connects brands with people—their needs, desires, fears, and aspirations.
While technologies and techniques may evolve, these core human truths underpinning consumer behaviour will remain remarkably consistent.
Among other things, here are five things I opined will not change about doing marketing in 2025.
1. Consumers will still want brands they can trust
According to a 2024 survey by Kantar, 78% of Nigerian consumers said they prioritize trustworthiness over brand innovation when making purchasing decisions.
So, as we think about tailoring NPDs to market realities, integrating technology to accelerate efficiency, AI for improved personalization, promotions for new customers or get existing ones to buy more, and all other marketing tactics to weather 2025, we must quickly remember that on the flip side of these possibilities lies consumers’ precious emotion of fear whether the product will work or if the brand will fulfill its promise. Technology integration is also increasing consumer fears of data security.
Needless to say, in every promo, consumers doubt the brand’s true motive. They will be unforgiven if we squander their trust.
2. We all still strive to be altruistic
Because we are judged by our actions and not by our motivations; even the most selfish person wants to be seen as doing good.
So, while economic analyses might suggest people want cheaper and better products, marketing professionals must understand that the same people also want a healthier, safer, and more prosperous Nigeria.
So, as regulations dial up irresponsible business practices and social media empowers the populace to hold institutions accountable, consumers’ ways of being seen as doing good will be to open their wallets to socially, economically, and environmentally responsible brands and close their wallets to brands they consider irresponsible.
3. Nigerians are still very communal
Philip Kotler, in his book Marketing 5.0, opined that “tech is cool, but humans are warm.” While this is true for all humans, Nigerians have a strong sense of community, whether expressed through familial ties, religious affiliations, or social groups.
While we have looked for ways to drive digital communities and use tech to improve personalisation and efficiency, this approach to brand community development will not replace the impact of physical, immersive experiences that engage the consumers’ senses.
4. Low Prices will remain a winner
Granted, consumers use products and services to signal status, sophistication, etc, so brands use pricing as a mechanism to tap into that human desire.
But I have yet to meet any legitimate earner who wants to throw away money for spending. So, while high pricing could be a positioning element, it will be relative to customers’ perceived value of the product or experience.
5. Traditional media still hold the ace
Technology has changed the media landscape. It has democratized content, improved targeting, and maybe starting to put a lie to John Wanamaker’s famous quote: “I know half of what I spend on advertising is a waste; the trouble is I don’t know which half.”
While this is evolving and more marketing budgets are chasing digital media, a Nielsen report indicates that 94% of Nigerians trust TV as a channel.
With deep fakes casting shadows of doubts on digital content and channels, consumers will still look to the traditional media for trusted information.
In conclusion, I intend not to invalidate what will change in and about the marketing practices in 2025 and beyond. I have seen new products create new cultures and how tech is influencing societies and our values.
However, my goal is to provide a new lens in viewing marketing realities and advise that while we zoom out to find what is changing, we must not forget to zoom in on the core human truths that hardly change.
Like any other time in history, 2025 is not about abandoning the old for the new but harmonising the two.
As we embark on this journey, let us remember that while technologies will come and go, the timeless truths of human connection will always endure.
*Olusesan Ogunyooye is the head of Marketing at AXA Mansard Insurance Plc.
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