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posted on Feb. 17, 2025 at 10:30 amFeb 17, 2025

Marketing in 2025: Why purpose-driven brands will lead the way

posted on Feb. 17, 2025 at 10:30 amFeb 17, 2025

GVGL Marketing Management's Ebru Tuygun shares why 2025 is the year when brands can no longer afford to be passive about their purpose, especially as consumers make informed choices and align with shared values.

Ebru Tuygun, Chief Executive Officer, GVGL Marketing Management on purpose driven marketing

Ebru Tuygun, Chief Executive Officer, GVGL Marketing Management

The brands that will thrive in 2025 are not just those with the best products or services, but those that stand for something bigger. Consumers are no longer making decisions based solely on price or convenience — they are actively choosing brands that reflect their values, contribute to society, and engage with authenticity. Businesses that integrate purpose into their strategies are earning trust, fostering loyalty, and driving long-term growth.

GVGL Marketing Management’s latest report on 2025 marketing and growth trends reveals that companies embracing social responsibility, sustainability, and innovation are shaping the future of brand success. Organisations that fail to evolve risk

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the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.