Reporter Rachel reporting for duty!!

At the beginning of the year, I like to pause and get a feel for what’s happening in the world of marketing and holistic health.

So, here it is: my 2025 trends report. It’s a mix of what I’ve noticed so far this year, some predictions, and even some specific high-search-volume terms (you might just find a little content inspiration in there).

Little disclaimer before you jump in: Don’t shoot the messenger. Like every year, there are some trends I love, and others…not so much.

Like I always say, the part of marketing people most often ignore is the listening. We might not always like what we hear, but there’s something to learn from everyone trend.

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Marketing & Business Trends 2025

📈Simplifying and scaling.

A trend I’m seeing rise in popularity is more and more entrepreneurs embracing the idea of building a business around their life instead of the other way around and asking the important question: When is enough enough? And paradoxically, some have shared that simplifying and saying no to more things actually led to more (sustainable) growth (i.e. profits, freedom, etc.)

🔨True expertise will outshine AI.

AI can create a lot, but it cannot replace YOU. Think of all the things that are mass produced these days: digital art, furniture, food, content. And yet, what are we willing (and excited) to pay a premium for? Hand-painted art, hand-crafted furniture, raw honey from someone’s backyard, and services from someone we trust. In fact, the more popular AI gets, the more unique and valuable your hard-earned personal expertise will be.

💚Search (i.e. Google) will make content more evergreen.

If you put into Google right now: “Realtors in Chicago” or “Chefs in Chicago” (or your own city), you’ll notice that Instagram posts are now appearing amongst the search results. That means that your social posts could soon start acting more like a blog (I LOVE the idea of content recycling vs. always feeling like we need to feed the machine).

👀But visibility might get trickier for holistic health practitioners.

Google made a shift to its algorithms in 2018 to promote health content written by government agencies, recognized/licensed experts, and medical institutions and demote content that did not fit within those criteria. They’ve made several updates since that have created even tighter requirements. That’s why it’s so important to build a community that you own (offline relationships or an email list) rather than relying on algorithms alone, especially in the holistic health space.

🤔Consumers are more discerning than ever.

This isn’t a bad thing!! It just means that building TRUST and real human-to-human connection HAS to be a priority. For example, things like micro-communities, collaborations, case studies, reviews, behind-the-scenes, and long-form content are no longer just nice to-haves. Your audience needs these in order to believe and convert.

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Holistic Health Trends for 2025

🦠The gut-health obsession continues.

People are getting on board with what you’ve been saying all long, and they’re buying products that support gut health. Two big trending products right now are colostrum and sea moss.

🩸Hormone balancing is in.

The wellness world is shifting its focus to hormones, particularly cortisol. With stress levels still at an all-time high, expect more content, products, and services to jump into this space. 

⚖️People want integrative medicine.

Holistic dentistry is on the rise. Cancer centers now often include acupuncture, nutrition counseling, stress management, and yoga. Pelvic floor therapy and doula support are growing. 

🍹Mocktails, adaptogens, and dry January.

The market is seeing a huge influx of N/A products right now, many of them created with things like nootropics, adaptogens, and botanicals. 

🤳🏽Brain rot was word of the year.

And people are getting behind ideas like unplugged retreats, dopamine fasting, screen-free Sundays, and trialing ideas from Jonathon Haidt’s bestseller The Anxious Generation.

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Anything I missed on this list? Reply and let me know!

(I know someone is going to want to add raw milk, but that’s actually trending down to start the year!)