2025: The Year of Real Connections and Heavy Petting.

In my last post, I said this: “Brands can no longer afford to keep operating at arm's length from their customers.” We’ve spent the past few years obsessed with growth hacks, automation, and data, but as we gear up for 2025, it’s clear that the tides are changing. The world is more unpredictable than ever, and the brands that thrive will be the ones that rediscover the power of community and bring back the human connection they’ve lost.

That post sparked an incredible discussion, and today, I want to dig even deeper. Why? Because 2025 is shaping up to be the year of bringing people back to your company in real life.

Why Now? The Shifting Landscape of 2025

Since the pandemic, the ways we build relationships—both personal and professional—have changed fundamentally. Here’s a stat that blew my mind: people have lost nearly one-third of their social groups and professional networks in recent years. That’s not just a number—it’s a massive shift in how we connect.

And it’s not just about people—it’s about brands too. Here’s why 2025 will be a turning point:

1. Job Changes Have Upended B2B Relationships With layoffs and job hopping at an all-time high, finding accurate contact information is now a Herculean task. Your perfect LinkedIn connection? They’ve moved companies. The email you’ve relied on for years? Bounced. B2B has never been harder to navigate.

2. Email Marketing is Losing Its Edge Between GDPR, CAN-SPAM, and every other regulation under the sun, email is no longer the free-for-all it used to be. Even when you do land in someone’s inbox, chances are you’re competing with hundreds of other messages—and inbox fatigue is very, very real.

3. The Paid Ads Dilemma Running ads has become a budgetary nightmare. CPCs are sky-high, targeting is less precise, and the ROI? Shrinking by the day. And let’s be honest: people are getting better at tuning out ads altogether.

4. Trust is at an All-Time Low Consumers are more skeptical than ever. They’ve been burned by fake reviews, influencer scams, and bots. They’re not looking for flashy campaigns—they’re looking for authenticity.

5. Digital Overload Social media, email, webinars—you name it, we’re drowning in it. The internet is loud, and breaking through the noise is harder than ever.

The Answer? Bring People Back In-Person

Here’s the thing: in-person isn’t just nostalgic—it’s necessary.

In the B2B space, the brands that prioritize real relationships—face-to-face meetings, live events, and personal conversations—will win. This isn’t just about closing deals; it’s about rebuilding trust in a way that no digital strategy can replicate.

For B2C, customers want more than a product—they want a connection. They want to know the story behind your brand, what it stands for, and why they should care. Brands that deliver IRL experiences—whether it’s a pop-up shop, a community event, or a roadshow—will stand out in a crowded market.

Two Big Themes for 2025

1. Brands Will Care About People Again In my last post, I talked about the importance of rediscovering humanity in marketing. This is where it comes to life. The transactional mindset is dead. Customers want to feel valued, not just sold to. I mean brands don't have to do this but the ones that genuinely care about their communities will win.

2. Customer Retention is the New North Star With BD becoming harder and acquisition costs going through the roof, keeping your existing customers happy isn’t just a good strategy—it’s your lifeline. Retention-focused tactics like loyalty programs, surprise perks, and exclusive events will be the difference between surviving and thriving in 2025.

Bringing Back the Human Touch

As I said before, we need to go back to what worked in the early 2010s—back when community management wasn’t a buzzword; it was the heart of every startup. I remember one year at FreshBooks I had a KPI of "meeting 4500 customers". I met that goal and I can tell you that those moments weren’t just nice—they were transformative for me and the business.

2025 is the year to bring back that energy. Whether it’s an intimate dinner, a live Q&A, or a surprise visit to a customer’s office, showing up in real life sends a powerful message: we care about you.

Why In-Person Wins

Digital interactions are great for scale, but they’ll never replace the depth of a face-to-face conversation. When you meet someone in person, you build trust. You get real-time feedback. And most importantly, you make people feel seen and valued.

The brands that embrace this shift will stand out, not just because they’re doing something different, but because they’re doing something meaningful.

Looking Ahead

2025 will be the year of real connections, real relationships, and real people. It’s time to stop hiding behind automation and growth hacks and start showing up for your customers in a way that matters.

So, here’s my challenge to you: how will your brand bring people back in 2025? Let’s make it the year we put humanity back at the heart of business...and if you can't figure it out, hire me to do it for you.

#MarketingPredictions #CommunityManagement #CustomerEngagement #2025Marketing #BrandStrategy #MarketingTrends