Digital marketing at a grassroots community level is set to create a seismic shift in the year ahead, according to the latest insight that will help foster stronger consumer loyalty and commercial success.
For businesses, this presents an opportunity to move beyond traditional advertising and engage audiences in more authentic ways.
The ‘Digital Marketing Trends 2025’ report by Brandwatch reveals that 36% of marketers expect brand and community-driven collaborations to shape the industry in the coming year. This shift emphasises the power of grassroots marketing in building trust and long-term relationships with consumers.
Community-First Approach: The Key to Success
Brands are increasingly leveraging community engagement to drive awareness and loyalty. Aldi’s ‘Cuthbert vs. Colin’ campaign illustrates this, turning a potential legal debacle into a marketing win, where its light-hearted rivalry continues to create viral conversations.
Similarly, Monzo has built a dedicated customer base by involving users in shaping its banking services through transparency and active engagement on social platforms.
Consumers today value authenticity as a key factor in brand conversations and businesses that embed themselves within communities cultivate lasting relationships and organic growth that are genuine.
The Rise of Community Businesses
Despite challenging economic conditions, a recent report from Power to Change found that UK community businesses saw an average income of £154,000 in 2024- surpassing pre-pandemic levels and highlighting their resilience and profitability.
A prime example of a community brand is The Big Issue. This social enterprise, which supports homeless people by offering them the opportunity to sell magazines on the street, has become a key player in community engagement. By promoting social good and providing sellers with a meaningful source of income, The Big Issue has built a network of loyal readers and sellers who view the magazine not just as a product but as a way to support positive change.
Brands looking to emulate community businesses can take inspiration from The Big Issue’s approach and strengthen their own ties with local communities and align themselves with social values that resonate with customers.
Sustainable Growth
Research published in McKinsey & Company’s ‘Community Flywheel’ model further supports the case for community-driven strategies. It highlights the importance of the shift from transactional marketing to sustainable brand ecosystems, where customers evolve into brand advocates. The idea is to target the whole community!
Patagonia, the outdoor clothing brand, embodies this approach through grassroots environmental activism, engaging consumers via its ‘Worn Wear’ initiative, which encourages repairs over replacements. By prioritising sustainability and direct consumer interaction, Patagonia has cultivated a loyal, value-driven community.
Social Commerce: The Next Frontier
Social commerce is booming, globally. In fact, here in the UK there will be 21.5 million social buyers by 2028 – up 82.2% from 11.8 million in 2021 – with consumers increasingly making purchases through platforms like Instagram and TikTok. This is largely because of community driven based content and conversations.
Marks & Spencer’s ‘I’m Mark and I’m Spencer’ campaign, featuring TV personalities Mark Wright and Spencer Matthews, capitalised on influencer culture and social engagement, encouraging broad participation and amplifying brand visibility.
Innovative campaigns like this set a precedent for brands looking to merge entertainment with commerce, fostering a sense of community while driving sales.
Grassroots Marketing in Action: Aldi and Asda
Again, Aldi reigns supreme alongside Asda with the retail giants demonstrating the real impact of grassroots marketing through sustained local engagement.
Aldi’s initiatives, such as its partnership with Team GB and community sports programmes, promote active lifestyles while strengthening brand affinity.
Meanwhile, Asda’s Community Champions programme supports local groups and encourages donation drives, reinforcing the retailer’s community ties.
These brand examples highlight the power of community-driven marketing, proving that investing in local connections leads to sustained brand loyalty.
The Future of Marketing is Community-Led
The message is clear: with insight from the digital marketing trends report revealing that 44% of marketers say that creators and brands growing communities beyond social media will be a key trend in 2025.
By embracing grassroots collaborations, supporting local businesses, and fostering digital engagement, companies can drive loyalty and long-term growth.
For marketers, now is the time to act. Those who invest in community-first strategies today will lead the industry tomorrow.
Further Reading/Sources
Digital Marketing Trends 2025 Brandwatch
Community Business Market Report 2024 Power to Change
A better way to build a brand: The community flywheel McKinsey & Company
UK Social Commerce 2024 EMARKETER
