Catch the latest episode of Highlands Thinking. In this episode, you can hear from Liz Bateman Grove, Director of Marketing, as she lists her top predictions for 2025.
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Video Transcript:
Meghan: Hello and welcome to Highlands’ Thinking.
I’m Meghan O’Gara, Content Marketing Specialist at Highlands and I’m joined today by Liz Bateman Grove, the Director of Marketing at Highlands.
Liz: Hey Meghan.
Meghan: Hey Liz, You recently put out an article about your 2025 marketing predictions. What’s on your radar when it comes to marketing trends this year?
Liz: One trend that I think we need to be really careful of is fatiguing the consumer.
So, it seems like every other post right now when you’re on TikTok or Instagram is just another ad. And then after that is another influencer trying to sell you the exact same product. And as a user, it feels like work now to avoid all of that noise.
Meghan: Right, people are going to burn out at some point. Do you think companies should still sell on social media?
Liz: In a word, yes. If somebody wants to buy something, they want to do it right now. They need it to be convenient. And whether that’s in a store, on a website or scrolling on social media, you don’t want to miss a sale just because somebody can’t find your product. Going back to consumer fatigue, though, do I think that some people are going to miss an old vibe of social media that’s not trying to constantly sell to them?
Meghan: Good point. That’s a question of authenticity.
Another hot topic right now with politics and controversial issues kind of bubbling up left and right, is brands are getting caught up between speaking up or staying neutral. What’s your stance?
Liz: It’s really tricky, but when a brand gets it right, meaning they’re aligning with what they truly stand for, with what their customers actually value, it builds trust and loyalty. It’s a risky thing to do, but there’s a lot of power in being authentic.
Meghan: And what about AI? It seems like everyone is using it, whether it’s for writing, imagery or even full blown advertising campaigns.
Liz: You know this, I love AI. It’s so helpful. It increases your productivity. But like me, I think a lot of people are starting to be able to spot a generic cut and paste AI. You know it’s going to turn them off to your brand. And as humans, we want something that’s real. We want something with a pulse. And AI is missing the heartbeat. I think we’re going to have to balance the use of AI with the impact of a real human connection.
Meghan: Wow, I hate that we have to end it here. That’s all the time we have for today.
You can find all Liz’s predictions in the library on our website.
If you’ve got more questions for Liz or any questions for Highlands, please leave us a comment or send us a message and we’ll do our best to tackle them in a future episode.
Make sure to like, share and follow us on YouTube and LinkedIn for more thought provoking content. Thanks for tuning in and we’ll see you next time on Highlands’ Thinking.
