May 2025: Key Industry News, Trends and Innovations & How to Turn Them Into Opportunities
- Madison
- May 28, 2025
- 4 min read
The world of marketing is constantly evolving. To help you filter it, we're sharing our top industry news, trends and innovations that are most relevant for health and wellness businesses. Staying informed can be tricky but we're here to make that easier and share how you can leverage off these insights to grow your business.
Lettuce begin! :)
Latest insights into Gen Z (born between 1996 and 2012)
Marketing Mag says the latest research shows that “realness” and “authenticity” are two of the defining factors for Gen Z!
What else did we learn?
92% of GenZ value “in real life” experiences, “beyond the screen”.
68% percent of Gen Z say they trust recommendations from people over algorithms.
How can you use these insights to grow your business?
If this is your audience, create tangible, real life, authentic experiences your customers can share with friends or even strangers. Host a nutrition, fitness or mindfulness workshop or retreat, have an interactive pop-up with product sampling, expert talks or hands-on experience, collaborate with someone in your community, offer customised health assessments for tailored solutions or show your commitment to sustainability by participating in charity and community wellness projects or events.
Build trust by being; transparent and show how things are made or sourced, authentic and stay true to your own values - not chasing trends and consistent by delivering on promises and maintaining quality over time.
Full article: https://www.marketingmag.com.au/social-digital/the-gen-z-playbook-marketing-to-australias-most-resilient-generation/ Related article: https://www.marketingmag.com.au/tech-data/when-the-ads-dont-work-why-publishers-are-embracing-content-partnerships/
Magazines still matter to most Australians: over 65% of people read magazines in print or online
Research released from Roy Morgan in May tells us that over 14.9 million Australians aged 14+ who read magazines in print or online do so either via the web or an app.
What else did we learn?
The most widely read magazine category is Food & Entertainment Magazines with a readership of 7,175,000, over 3 million ahead of any other category and reaching well over 30% of the population. The most widely read paid magazines in the category are Delicious with a readership of 304,000, and Australian Gourmet Traveller with a readership of 233,000.
In terms of free magazines, the Coles Magazine and Fresh Ideas are Australia’s most widely read. Coles has a growing print readership of 5,245,000, up 2.4 per cent on a year ago, ahead of Fresh Ideas (from Woolworths) with a print readership of 4,645,000.
How can you use these insights to grow your business?
Well aside from the obvious advertising opportunities, it reinforces that consumers are invested in health and wellness information. The popularity of the Coles magazine in particular shows us people are actively looking for specials, recipes & inspiration likely due to the increase in the cost of living - good news for people working in nutrition!
If your budget allows, try diversifying by leveraging off magazine advertising for brand awareness. Top tip: make sure you choose the right publication and can get a trackable return on your investment through things like analytics before proceeding.
Increase your PR - can you share real client transformations or your expertise through editorial or advertorials?
Finally, use these publications as inspiration for your content. If you're a nutritionist share tips and recipes or create ‘come shop with me’ content showing your followers your recommendations for healthy brands or what’s on special this week
Sustainability has made friends with marketing
Sustainability contributes $193B to the value of the world’s top 100 brands. Globally 94% of Marketers say that sustainability agendas need to be more ambitious, but they should be a business wide priority - not just for marketing.
What else did we learn?
93% of people worldwide say they want to live a more sustainable lifestyle.
It’s predicted that the number of consumers choosing sustainable options will grow from 22% in 2023 to 29% by 2030.
How can you use these insights to grow your business?
This is a challenge and opportunity for brands. So far, marketers agree that sustainability isn’t yet a key part of their messaging in a way that truly connects with consumers.
Brands will need to be more ambitious in their sustainability efforts to stay ahead. Are you reducing waste, using eco-friendly packaging, or participating in community initiatives?
Make sure your audience can see how you're contributing to a happier, healthier planet.
Link: https://www.kantar.com/campaigns/marketing-trends
YouTube remains king for video content
95% of us use an online service (app) to watch videos and we use an average of 4.3 different apps to do so.
What else did we learn?
YouTube remains the most popular online video platform, with over 57% of Australians tuning in each week.
Additionally, both the number of paid subscriptions and the percentage of Australians using them have grown.
How can you use these insights to grow your business?
Video = engagement. If you're not using video yet, now’s the time! Try behind-the-scenes footage, client testimonials, short-form educational content, or live Q&As to boost engagement & sales.
Link: https://www.acma.gov.au/communications-and-media-australia
How you can use these insights to grow your business are merely suggestions. We always recommend you chat with a marketing expert and get a strategy tailored to you, your business and your short and long terms goals.
If any of this information sparked your interest, why not request a quote or contact us today? We offer a holistic, no-fuss approach to marketing your business. One contact, under the one roof - you won’t be dealing with multiple agencies with confusing, costly strategies.
Have questions? Comment below and we'll be happy to answer :)
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