The top inclusive marketing trends of 2025, according to Sonia Thompson Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. Brands have engaged in inclusive marketing for decades, but it is only in recent years that the practice has become more widespread. As an inclusive marketing strategist and consultant, I’ve spent the last eight years observing trends in the space. There’s been a lot of evolution in recent years, both at the macro and micro levels, in how brands think about and apply inclusive marketing (or not). Here are my top inclusive marketing trends and observations for 2025, backed by data from the HubSpot Blog’s recent Inclusive Marketing Report. 5 Inclusive Marketing Trends to Pay Attention To in 2025 1. More brands are investing in inclusive marketing. I am constantly telling my clients that inclusive marketing is the future of marketing, and that future is materializing today: survey results show that 63% of businesses invest in inclusive marketing. Brands can engage in inclusive marketing in many ways, and I get excited to see more and more examples in my work and when I’m out and about as a consumer. For example, I was recently in Mexico, and I saw several vendors engaging in inclusive marketing in the form of personalizable, handmade bracelets that featured U.S. organizations, like, “The Divine Nine” (a group of historically Black fraternities and sororities) and regional representation of U.S. college and professional football...

The Five Types of Utility in Marketing How do prospective consumers spend their money? What matters to them when they make decisions about how much to spend, where to spend it, and which company earns their business? This is the role of sales and marketing teams in your organization: Designing and deploying consumer campaigns to showcase the unique value proposition of your product or service so you stand out from the competition. The challenge? It’s not easy. Customer preferences are constantly evolving in response to both external market forces and internal financial constraints. As a result, the reasons around how, when, and why consumers spend money are never static — companies must find ways to understand and articulate the value of service or product offerings in a way that both captures consumer interest and convinces them to convert. Here, the concept of utility-based marketing is markedly useful. In this piece, we’ll explore the basics of utility in marketing, why it matters, and then dive into five common types of utility in marketing. What is utility in marketing? Put simply? Value. While in a non-economic context the term “utility” typically means “usefulness”, the marketing-driven definition speaks to the specific value realized by consumers when they spend on products or services. Understanding utility in marketing can help companies both better-predict spending habits and design campaigns to capture consumer interest. Why Marketing Utility Matters Historically, marketing efforts have focused on making an impression. It makes sense — if consumers...