As we start 2025, it's clear to me that success this year will hinge on the ability to build authentic connections, adapt to a market that never stays static, and stay true to what matters most: solving real problems for real people. 

As a Marketer at Square, to my roles as DMA Media Council Chair and Board Advisor at Somerset House, and even my podcast - Behind The Face of Success, it’s become increasingly apparent that the most successful campaigns and strategies are those that are grounded in genuine audience insight, data-driven decisions, and being more human in our approaches in marketing. 

Success isn't just about launching a flashy polished campaign or gaining quick, yet short-lived attention. It’s about being honest, relevant, and relatable. As we look ahead to 2025 - taking in all our learnings from the year before - the need for honesty in marketing will continue to grow. Consumers are increasingly skeptical of unrealistic portrayals of life or those that feel tonally off. Authenticity will and needs to remain the foundation of effective campaigns. In 2025, the most successful brands will be those that can create content that feels real — not just in its message, but in how it’s presented from the way it makes you feel to who is representing them. 

For me, the best campaigns are filmed and presented as if they were happening in real time, without overproduction or looking too glossy. There’s something powerful about hearing from real people, and sharing experiences that audiences can relate to. Consumers want to connect with brands that feel genuine, and the ability to deliver that authenticity will be key to standing out in the market. For brands, this means creating campaigns that are grounded in truth and embrace imperfections. At Square, the latest iteration of our campaign - Big in Restaurants - did just that. We shot real businesses across the UK, who were open about telling their success stories and we made them the heroes of our campaign. We sat with them, learnt about how Square was making their lives easier, and what we could share with broader audiences who were all looking for the same thing - finding a digital partner that helps them run their businesses effectively and efficiently with clever tech.  

Which takes me to my next point. 

The key to success in 2025 is understanding your audience on a deeper level. This isn’t just about collecting data — it’s about interpreting that data to understand who your audience really is, what drives them, and how they communicate. That doesn’t mean reviewing reams of research decks, but instead getting out of your office building and going to speak to them, discovering what their challenges are and finding a way for your brand to help - not just sell. The most successful brands and Marketers will be those that create content that speaks to their audience in the right tone, with messages that resonate at an emotional level.

In 2024, the industry was a bit serious and that was understandable, it was a hard year and our advertising reflected that. So as we look ahead, let's work out whether our message can be conveyed through humour, entertainment without forgetting empathy, or a strong sense of purpose. The brands that truly succeed will be those that have perfected the art of tone. They’ll understand when to be light and playful, when to be serious, and how to align their messages with the values of their target demographic. Being tonally relevant isn’t just about staying on trend; it’s about aligning your brand voice with what truly matters to your customers. It’s not easy to get right — so knowing your customer is by far the most crucial element of any business strategy. 

The year ahead for success is also about focusing on solving real problems for your customers. Whether it’s making life easier or providing a solution to a long-standing pain point, the ability to solve problems will define success. I think about this a lot from a personal perspective when speaking to guests on my podcast who all share real challenges and offer solutions, with an aim to pay it forward, in order to help the generation behind them navigate careers.

Image credit: Square: Big in Restaurants

Businesses that are purpose-driven and grounded in customer needs will be the ones that stand out. Data plays a key role here — it’s not enough to guess at what customers want; you need to know exactly what issues they’re facing and how your brand can offer a solution. At Square, for example, we’ve seen firsthand how technology solutions and hardware can simplify processes for business owners or empower individuals to make smarter decisions that can help them work out anything from marketing loyalty programmes to managing their staff and their resources better,  but even acting as an enabler as they look to scale up with multiple locations and geographies. It’s about creating value that matters to real people, not just pushing a product.

2025 will not be one where we rest our laurels, the year ahead will continue to be a year of fierce competition, with almost every market being saturated in some way and trying to find their voice. Whether you’re in tech, retail, finance, or entertainment, the ability to differentiate yourself by showing up. It’s simply not enough to just launch a campaign and expect it to succeed on its own. You need to show up, again and again, in the spaces that matter most to your audience.

Showing up doesn’t just mean being present physically; it’s about being visible and available where your customers are. Whether that’s on social media, in your community, or through partnerships with other like-minded brands, the key to success will be consistent engagement. This is why “showing up” should be a core pillar in 2025 — brands that stay top of mind and foster consistent interactions with their customers will build stronger relationships and trust. 

So, let's stop thinking of how to jump on a trend or how to deliver on a sales target, but instead  let's start by leaning into what really matters  - solving real problems for real people.