Top marketing trends 2020

Top marketing trends 2020

Nobody can predict precisely what will happen with marketing trends in 2020, and there’s no guarantee that those that are expected will come true. Still, marketing and technology professionals can offer useful insights to some of the possibilities that might become available in the coming years. This blog gives an insight into some of the top marketing trends we may see in 2020, so read on to find out more.

Real people replace models

82% of the British public agree beauty should be representative to real people. Many brands are taking this on board and are gaining more sales. Brands have stopped retouching images as part of their new campaigns. Dove launched a campaign #ShowUs, where realistic women and non-binary individuals are shown as they are.

Reduced packaging

With intense demands for reduced packaging and plant-based and natural products, brands are now using this as a marketing tool. 81% of Brits are consciously trying to reduce their use of single-use plastic; meaning brands are finally acting on the amount of plastic they are producing. One company who have reduced their plastic is Love Beauty and Planet hair and skincare range. Their bottles are made of 100% recycled plastic that is also 100% recyclable.


With nearly half of the British public wanting to see more older people in the beauty industry, brands are now becoming more inclusive with age. The more aging generation population is proliferating, and by 2050 there will be twice as many people over the age of 65 as there will be under the age of five, which is why brands need to focus on the elders and become more inclusive with their products.

Voice-driven media

Nearly 45% of UK consumers now own a smart speaker, 56.2% of those who don’t are likely to buy one in the future. ComScore predicts that in 2020 50% of all online searches will be done via voice searches. With increasing numbers of smartphone users, these figures will most likely be surpassed, meaning marketing efforts will need to use voice search.

Smart Billboards

Smart billboards are now becoming an increasingly popular out-of-home advertising tool. We may see more innovative and creative elements within smart billboards like virtual reality, augmented reality, live updates, and personalisation. It has also been suggested that contextually relevant billboards will become more popular for marketing; for example, Starbucks created a rain-activated smart billboard, which says, “it’s raining, we’re pouring.” Another example is Sky Ocean Rescue’s campaign, a live broadcast from the Indian Ocean straight to the billboards across the UK.

For an updated list, please read our blog on the digital marketing trends for 2022.