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Melbourne-based entertainment and culture marketing specialists, Bolster group, has shared its predictions for what 2025 might look like with the desire for trusted news and credible communication among those predictions. Also included are the rise of the regional event; continued rise in popularity of immersive experiences; community and niche-interest groups transitioning from online to physical meet-ups; and continued rise in environmental strategies.

Artificial Intelligence (AI)
Luke McKinnon, Chief Executive Common State shares “As obvious as it sounds, AI is transforming the PR landscape. For me, it’s been a game-changer - boosting my productivity and acting as an invaluable thought partner. It’s completely redefining how I work.

“But these advancements bring both challenges and opportunities. AI magnifies risks like deep fakes and misinformation, yet it also empowers PR professionals to lead in building trust and safeguarding authenticity. In a world where digital fabrications blur the line between truth and falsehood, our role has never been more critical.

“Trusted news and credible communication are going to be more vital than ever. As audiences seek clarity amidst the noise, the demand for transparency and accuracy will only grow. This dual impact—enhancing tools while raising the stakes—positions PR at the forefront of navigating trust in the AI age. In 2025, our work won’t just adapt; it will be indispensable.”

James Clarke, Chief Executive, Bolster Group adds “Generative AI will flood social feeds with some good, but A LOT of shitty content in 2025. This could cause a ‘tune out’ mentality for a lot of audiences on socials. It will be a challenging year for marketers in our industry, to navigate the best way to strike a balance between utilising AI tools for efficient content marketing while staying true to authentic narrative led storytelling. Audiences will have their guard up, with trust around AI-generated ads already low as we turn the page on 2024.”

Content That Dares, Wins

Jack Ryan, Agency Lead, Going North shares “Non-linear video content will continue to be well received by audiences. Everyone is so used to the beats of content, and particularly branded content, that eyes glaze over and thumbs scroll once it reaches their screens.”

Darren Levin, Head of Strategy & Growth adds “Authentic’ self-shot Creator outputs have dominated the branded content space post COVID, but even Creators acknowledge that it’s becoming harder to stand out as our feeds become flooded with samey #sponcon that looks like it was produced at gunpoint, conceived in eight minutes, and makes the brand look cheap. These lo-fi, ‘CapCut-core’ assets still have a role to play in the marketing mix, but 2025 is going to be the year where ambitious, bold and — dare I say it — high production content will be rewarded. And we’re already seeing it happening. Volvo’s three minute-plus tearjerker posted on Instagram (of all places) shows the possibilities when brands invest in considered storytelling with a pulse.”

Experiential Strategies
Ray Hart, Marketing and Creative Specialist, Aeroplane Agency notes “Looking ahead to 2025, I think brands may shift marketing focus towards experiential strategies — free events, custom builds, and unique experiences — aimed at cutting through the noise and creating more meaningful connections with consumers.”

Ben Wills, Global Partnerships Lead, Aeroplane Agency adds “the craving for physical experiences will come into full effect, with many activities shifting to in-real-life (IRL) spaces, driven by data…workplaces will require more in-person collaboration, and limited-edition brand pop-ups will appear in physical and unexpected locations. Community and niche-interest groups will transition from online to physical meet-ups, while AR/VR will integrate into real-world settings.

“We'll also see more physical product launches, taking behind-the-scenes content from social media to physical spaces for athletes, musicians, and artists. Brands will need to keep up by exploring innovative ways to bring their brand to life in the physical world and scale these experiences beyond the attendees.”

More Of That Big Tour Energy
Maddi Johnston, Campaign Director, Bolster advises “This year in touring was one of the biggest since COVID and it shows no sign of slowing down. In 2025, get ready for more big names to come to Aussie shores and expect the unexpected when it comes to venues and locations. Eastern seaboard only is out, regional takeovers and day festival vibes are in.”

The Rise Of Reusables
Hannah Docherty,  Senior Creative Project Manager, Aeroplane Agency notes “Public consciousness around single-use plastics will continue to gain momentum. With environmental concerns at an all-time high, individuals and businesses will increasingly reject disposable culture in favour of reusable and sustainable alternatives - shaping the way we shop, work and play."

The Era Of Ozempic
Catherine Burton, Senior Campaign Manager, Bolster notes “Ozempic will hit the Australian mainstream and will irreversibly change the way that Australians view heath, wellness, and body positivity. The industry built around the desire to be thinner will be forced to pivot into finding new ways to challenge people's body image and self esteem, and we'll see even more big dollars shifted from weight loss and into skincare and plastic surgery.”

Seismic Social Shifts
Sophie Bloomfield, Senior Client Lead, Bolster advises “In Australia, we'll see a country trying to grapple with the social media ban for under 16s, particularly brands trying to figure out how to speak to young people in new, innovative ways. I'm expecting a lot of cringe, and people fighting to make The Wiggles their brand ambassadors. I don't have high hopes anyone will pull this off well— only time will tell!

“For 16+ we'll see the data privacy conversation back in the limelight as people wonder how much we should be sharing with social media platforms (and are we sharing everything already?) I suspect that Australia will try to influence the way social media platforms operate. The recent win forcing tech giants to pay Australian publishers for news content set an incredible precedent here, so we may be in with a fighting chance to shift the needle!?”

Charly Binney, Senior Account Manager, Common State adds “With all the concerns about privacy and data security that keep popping up, people are going to start demanding more from their social media platforms. Smaller, more specialised social media networks will start to take off more in the mainstream. Social media users will try to take back control over their data and experience. It won't be transformative just yet, but think it will become more widely accepted in the next few years. Apps like BlueSky are already starting to gain some traction.”

GTA, The Cloud and Gaming’s Silver Linings
Hamish Kirkpatrick, Operations Manager & Marketing Account Manager, Common State; Co-Managing Partner, Superstate notes “Cloud gaming is making thousands of games accessible to everyone for a small subscription fee. While early concerns about lag were seen as a major drawback, today it primarily impacts a niche segment of the first-person shooter (FPS) market. Meanwhile, the industry's biggest names are capitalising on the trend. Microsoft’s Xbox now promotes the idea that (almost) any device can become an Xbox. You can plug an affordable Amazon Fire Stick into your TV to access Xbox Game Pass, their subscription service. Sony has reimagined its handheld streaming device, the PlayStation Portal, as a cloud gaming tool. At the same time, Nvidia’s GeForce NOW platform continues to expand its library and reach. Despite the gaming industry's broader struggles in 2024, cloud gamers are enjoying a golden age, with more options than ever before.”

Jadan Carroll, Account Director, Common State; Co-Managing Partner, Superstate adds “There's no doubt that in many ways 2024 has been a challenging year for the gaming industry, marked by studio closures and layoffs at major publishers both globally and here in Australia. However, a silver lining is the growing momentum in the indie sector. Over the next 12 months, we can expect a surge of innovative games from smaller teams working on shorter production cycles, who are more willing to take bold creative risks.

“At the very opposite end of the spectrum, the most anticipated event of 2025 will be the release of Grand Theft Auto VI. Almost certain to be the biggest entertainment launch in history, GTA 6 will push current-gen consoles to their limits and redefine what a blockbuster game can achieve.”

The Great ESG Resurrection
Leanne Clancey, Head of Editorial, Common State shares “Political polarisation (and Trump 2.0) will continue to intensify the arguments for - and against - Environmental, Social, and Governance (ESG) in the corporate world. After much debate about ESG being ‘dead’ in the past 12 months or so, it's likely 2025 will see a fork in the road as businesses show their true colours. On the flipside, more advanced AI analytics are allowing for greater transparency in reporting, which may help with accountability. Others may decide to take the lead of the incoming US Government to roll back commitments and recede into the bushes, Homer Simpson-style. Watch this space.”

The End Of The Influencer
Em Nygard, Campaign Coordinator, Bolster notes “At the TikTok Australia Awards, guests were asked the often contentious question: How hard is it to be an influencer? A quick scroll through the comments shows how little sympathy the average person has for the ‘hard job’ of being an influencer. Combined with a string of TikTok-documented influencer event dramas, growing skepticism toward inauthentic or out-of-touch content, and the ongoing cost-of-living crisis, brands will increasingly move away from traditional influencer partnerships in favour of a more organic, community-driven approach. Instead of investing in flashy, one-off influencer events, brands will focus on celebrating their fans, creating intimate experiences, and fostering organic content that highlights authentic connections within their communities.”

Evie Doran, Client Coordinator, Bolster adds “Over the past year, I’ve noticed big brands like Levi’s, RM Williams, and Rimmel London teaming up with musicians and artists to drive awareness through authentic, influencer-style content. I think this trend will only grow in 2025. What really stands out is how smaller Aussie artists, with their strong, loyal fanbases and high engagement rates, are often outperforming more traditional influencers. These musicians bring a unique authenticity and creativity that connects deeply with their audiences. It’s a smart move for brands to shift their focus to Aussie musos when it comes to creating organic and/or paid content. The result? Campaigns that feel more genuine, culturally relevant, and ultimately more impactful in a fresh market.”

More information on the Bolster Group

Image top: Australasian Leisure Management continues to be a trusted and aunthentic news source; image centre: Les Mills - Ryan Hogan, Chief Executive Les Mills Asia Pacific notes “Les Mills Live is a unique opportunity to experience your favourite Les Mills workouts on a huge scale and discover new programs that you may never have experienced before. We use the best sound systems and lights to ensure every session delivers an unforgettable rock concert-like experience;  Image below: Ozempic. Credit: Pexels

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