June 2025: Key Industry News, Trends and Innovations & How to Turn Them Into Opportunities
- Madison
- Jul 18, 2025
- 3 min read
With more emphasis on individualised health and AI content generation, marketing with heart is here to stay.
AI is making brand visibility more crucial than ever.
Traditional search is shifting as users are engaging less with websites and relying more on AI-generated summaries.
What else did we learn?
Generative Engine Optimisation (GEO) rather than SEO is emerging putting more focus on a brand's public perception. The latest developments in AI are changing traditional search behaviours. Users are engaging less with websites and relying more on AI-generated summaries.
How can you use these insights to grow your business?
AI likes brand consistency. Make sure your brand messaging, tone and what you want to be known for is the same across your website, socials, products and media. AI also pulls information from everywhere including Reddit, Quora, TikTok, review sites etc. Make sure your brand is being actively discussed in what you want to be known for.
Source: Ad News - ‘The AI Search Shake-up’ https://www.adnews.com.au/opinion/the-ai-search-shake-up-this-performance-marketer-says-now-is-the-time-to-invest-in-brand
On trend in 2025: Nervous system balance
The wellness industry is moving towards “nervous system mastery” - shifting away from high-intensity workouts and focusing on stress regulation, recovery and resilience.
What else did we learn?
This includes controlled, functional movement such as breathwork, sensory-based therapies and mind-enhancing movement.
How can you use these insights to grow your business?
Adapt your marketing strategy by including messaging on how your brand provides a holistic approach to wellness including nervous system support, recovery and mindful movement. Up your educational content to break down trends, research and benefits of a holistic approach. Finally, move away from 'results' messaging with a focus on 'weight loss' or 'aesthetics'. Use messaging that resonates with your followers goals along themes such as resilience, energy balance and longevity.
Source: Broadsheet - ‘What’s the Future of Wellness’ https://www.broadsheet.com.au/featured/wellness-trends-2025
From generic to personalised - Aussies are ditching one-size-fits-all wellness.
Personalised nutrition, DNA testing, and gut health are on the rise. One-size-fits-all wellness advice is becoming a relic of the past as Aussies proactively seek highly tailored approaches to nutrition.
What else did we learn?
Pushing this trend is at-home DNA tests, adoption of wearable fitness trackers and rise of personalised coaching services. Along with this, new research highlighting the importance of gut health is making people increasingly interested in adopting gut-friendly habits.
How can you use these insights to grow your business?
This presents opportunities for health and wellness brands to build connection by using personalised messaging that tells a story around longevity, energy and individuality. Eg: “Wellness that fits you, not the other way around”.
Source: Aussie Venture - ‘Decoding the Latest Health Trends in Australia’ https://aussieventure.com.au/decoding-the-latest-health-trends-in-australia/
From clichés to connection - parenting brands are tossing complicated promo and choosing realness.
New ads promoting baby care and parenting products have moved away from tired marketing cliches and toward more empathetic, real-world campaigns.
What else did we learn?
Rather than using idealised parenting or overwhelming functional claims, brands are using relatable moments to connect with parents in a way that feels more supportive and not preachy or pressure-filled.
How can you use these insights to grow your business?
Empathy is your best strategy, meet your audience in the moments that matter. Research what makes your audience tick - what their day-to-day looks like and what’s important to them. Then speak to these real-world experiences highlighting benefits that matter.
Source: Marketing Mag - ‘Escaping the Traps of Cliche Messaging Around Products and Their Target Audience
From fear to freedom - aged care ads are finally celebrating ageing.
It's time to reframe later life as vibrant, purposeful, and deeply human. Aged care marketing in Australia is shifting to challenge the cultural fear of ageing and the stigma surrounding retirement.
What else did we learn?
Recent campaigns are reframing ageing as a stage of freedom, connection and purpose. They’re also dismantling harmful stereotypes about older Aussies, especially the outdated view that aging equals decline, dependance, loneliness.
How can you use these insights to grow your business?
In your messaging use positive words that celebrate aging with dignity and vitality when targeting older Aussies. Think messaging that humanises older Australian’s, and replaces guilt and fear with hope, dignity and real connection.
Source: Ad News - ‘‘A Cultural Fear of Aging’: De-Stigmatising Aged Care in Marketing’
https://www.adnews.com.au/news/a-cultural-fear-of-aging-de-stigmatising-aged-care-in-marketing
Have you noticed a shift in what your clients are looking to achieve in their health? Have you considered any of these insights in your business?