2025 marked a turning point for marketing in South Africa, as shifting consumer behaviour, rapid AI adoption, and evolving digital platforms reshaped how brands connect with audiences. According to Penquin Co-Managing Director Ryan Nofal, the year signaled a move from trend-chasing to results-driven, human-centered marketing. Artificial intelligence became non-negotiable, enabling personalised marketing at scale across South Africa’s multilingual and multicultural market. Short-form video, hyper-local storytelling, and the fast-growing creator economy emerged as dominant channels, while purpose-driven and sustainable branding increasingly influenced purchasing decisions among Millennials and Gen Z. Together, these forces redefined brand strategy in 2025 and set a clear direction for 2026: agile, authentic, and tech-enabled marketing built on real connection.
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