A decade ago, when Sonja Nisson and I launched the second Valuable Content Marketing book, the marketing world felt… lighter. Twitter was playful, Instagram felt fresh, LinkedIn was corporate but predictable, and Periscope promised to revolutionise live video! The differences between now and then feel profound. So this summer, we asked 77 marketers from solo operations, small businesses, charities, and larger organisations to tell us honestly how marketing feels today.
The Absolute State of Marketing and Promotion – 2025
Ten years ago our mantra was simple: help, don’t sell. Share valuable content, build trust, and the right people would find you.
Fast forward to 2025. Social platforms feel broken, trust in technology is fragile, and the pressure to stand out in an oversaturated landscape has intensified. Yet the fundamentals endure: marketers still want to connect, spark conversations, grow communities—and to do so in a way that feels meaningful.
"Marketers still want to connect, spark conversations, grow communities, in meaningful ways."
Seventy seven marketers from solo operations to large enterprises responded to the ASMP Survey 2025. So, what’s working, what’s not, and what do they dream of bringing back? Their answers offer a fascinating snapshot of the current landscape, revealing both the pressures and the possibilities for marketing in 2025.
Marketing in 2025 is emotional
The first thing that struck us: marketing is emotional. People described highs and lows, energy and exhaustion, hope and doubt—all in the same breath. AI tools enable efficiency at lightning speed, but this has also flooded the market with sameness. Generic, polished content risks undermining creativity and connection, and the marketers we surveyed want to fight back. But it’s not easy.
"Generic, polished content risks undermining creativity and connection."
Marketing can be energising—or exhausting—depending on the mindset of the marketer. Marketing isn’t just about tactics or outputs, but then it never was. Today, more than ever, it’s about the people behind it, their creativity, their judgement, and the emotional energy they invest in making work that truly resonates.
Trust is fragile, authenticity matters
Platforms, AI, and slick marketing no longer guarantee results. Many respondents spoke of a visceral reaction to over-produced, “contrived” content. AI may do the donkey work, but it rarely touches people.
"What cuts through now is real, honest, human storytelling."
Social media feels increasingly like a necessary evil, with fatigue, ethical concerns, and algorithmic shifts undermining its usefulness. Audiences are skeptical and fatigued. What cuts through now is real, honest, human storytelling.
Challenges run deeper than marketing
The survey highlighted that the biggest hurdles aren’t tactical—they’re strategic and personal. Clarity tops the list: many marketers struggle to articulate who they are and what they stand for. Awareness, distinctiveness, confidence, and being valued internally are also key issues.
As one PR specialist admitted, marketing is “still seen as the colouring-in department.” The struggle is real: marketers aren’t just navigating channels; they’re navigating identity, confidence, and relevance in a world that often feels chaotic.
Nostalgia for human connection
In this landscape of noise and AI-generated sameness, many marketers yearn for “old school” fundamentals: print, in-person events, long-form writing, and smaller, intimate networks. Human stories, clarity, courage, and authenticity are not just valued—they’re essential.
"Human stories matter. No robot will ever replicate that."
There’s also a call for joy: marketing doesn’t have to be heavy, performative, or draining. Playfulness, creativity, and meaning can—and should—be part of the process.
What this all means
Marketing in 2025 is in a crisis of confidence. People are working harder for less return, yet the compass points remain:
- Human over algorithmic
- Clarity over complexity
- Courage over conformity
- Connection over clicks
- Confidence over confusion
The task for marketers isn’t just to produce content—it’s to create work that feels energising, authentic, and meaningful. The path forward starts with clarity: who we are, what we stand for, and the value we bring. From there, tactics, channels, and platforms are secondary.
"The task for marketers is tocreate work that feels energising, authentic, and meaningful."
This survey is just the beginning. It captures how marketing feels today, setting the stage for a refreshed set of Valuable Content marketing principles designed for this complex, fast-changing world. The goal? Marketing that’s human, helpful, courageous—and yes, joyful. Because if doing the work feels good, the results will follow.
Want to see the full picture? The complete survey dives deeper into marketers’ personal experiences, challenges, and hopes for 2025. From candid reflections to practical insights, it’s all there—and it might just change the way you think about your own marketing.
Check out the full survey results here and join the conversation about what we need to do to meet the challenges and reclaim the joy!
What do you think?