A Critical Analysis of Modern Marketing Trends and Consumer Behaviour

In 2025, modern marketing is characterized by the integration of AI-enabled personalization, socialcommerce, short-form video content, and sustainability initiatives aimed at engaging increasingly value-drivenconsumers. These strategies operate within a context of economic uncertainty and heightened concerns overdata privacy. This critical analysis examines how such trends influence consumer behaviour, including impulsepurchasing stimulated by influencer marketing and growing brand loyalty toward ethically responsibleorganizations. At the same time, it underscores potential risks, particularly the erosion of consumer trustresulting from improper data use. Based on insights from 2025 industry reports, the study advocates for privacyfocused marketing approaches that align technological innovation with consumer empowerment, therebysupporting long-term and sustainable engagement