Flashback to the early 2000s…

Trucker hats, low-rise jeans, Juicy Couture tracksuits, peasant blouses and colorful windbreakers were everywhere…

It was easy to try styles out and make your mark!

And the same was true for starting and growing an online business…

Email marketing was king, Google ads were cheap, SEO was simple and Facebook was ripe with opportunity…

Back then, the internet was wide open — full of opportunities for anyone willing to take a chance and show up.

Fast forward to 2025, and the digital landscape has completely transformed. 

Strategies that worked for decades are now obsolete, and it’s getting harder and harder to stand out online, but…

Fresh opportunities are popping up for those bold enough to seize them.

This is the year to rethink, reimagine and rebuild your online business. Whether you’re just starting out or looking to scale, understanding the trends shaping the future isn’t optional — it’s essential.

That’s why, in my annual ‘State of the Internet’ post, I’ll walk you through the 11 biggest trends redefining how businesses operate online in 2025… 

Ready to dive in? Let’s do this! 

Trend #1: The Rise of the Chief Experience Officer

When I first started talking about “experiences over information,” some folks thought it was just another passing fad…

But here we are — about to ring in 2025 — and the online business world is finally catching up to what I’ve been shouting from the rooftops for years: experiences aren’t just “nice to have” — they’re a must-have.

This shift is driving the rise of an essential role in businesses of all sizes — the Chief Experience Officer (or CXO). 

Think of the Chief Experience Officer as the ultimate architect of connection. Their job isn’t just to make sure clients are satisfied — it’s to make them so delighted, so loyal and so engaged that they stick with your brand like glue.

In today’s hyper-competitive world, you can’t just sell products or services anymore… 

Your clients need to feel like they’re part of something bigger. They want transformation. They want connection. They want a brand that truly sees and serves them.

A CXO focuses on creating experiences that deliver all of that — and more. 

Their role goes beyond traditional marketing or customer service…

They’re responsible for every touchpoint of the customer journey, from the first ad they see to the last email they open.

Let’s talk stats for a second. 

Businesses that prioritize customer experience over simple transactions see up to 80% higher revenue growth. Why? 

Experiences are what create loyalty… and loyalty drives repeat purchases, referrals and long-term success.

Just like the rise of the Chief Marketing Officer reshaped businesses in the 2000s, the Chief Experience Officer will be the defining role of the next decade. 

Companies that embrace this shift will not only survive — they’ll thrive because experience IS the currency of the future.

Trend #2: Customer Experience as the Counter Balance to AI

AI-generated marketing isn’t just coming — it’s already here. From hyper-personalized emails to polished video scripts, AI is transforming how businesses communicate with their audiences. 

By 2025, it won’t be a question of whether you’re using AI in your marketing — it will be how effectively you’re using it to stay competitive.

The great news? 

As AI takes over the heavy lifting of marketing tasks, it’s leveling the playing field. You don’t need to be a marketing genius or spend years honing your skills to create high-quality content. The tools are there to help you generate engaging, professional-grade materials in record time.

While this accessibility is great news for small businesses, solopreneurs and up-and-comers — it’s also creating stiffer competition. 

When everyone has access to the same powerful tools, the true differentiator won’t be how slick your marketing looks. It will be the quality of your customer experience and the results you deliver.

AI can help you get people in the door, but it’s your authenticity and commitment to delivering real value that will keep them coming back…

While AI can…

• write a great ad… it can’t create trust.
• help you design a sleek funnel… it can’t build relationships.
• deliver data-driven insights… it can’t make your audience feel truly seen and valued.

Your audience is smarter than ever. They’re tired of hollow promises, slick tricks and surface-level connections. 

The successful businesses in 2025 are the ones that go beyond the tech to create genuine human connections — and deliver real transformation.

Trend #3: “Bro Marketing” IS Officially (Finally) Dead

“Bro Marketing” — you know, the loud, aggressive, all hype and no heart marketing — is finally, officially OVER. 

For years, this type of marketing relied on scarcity tactics, overblown claims and high-pressure sales to squeeze out conversions. 

But in 2025, this playbook is becoming obsolete.

People are DONE being manipulated. 

They’re tired of being sold pipe dreams by marketers who care more about their next dollar than delivering on their promises.

In the age of AI, reputation IS everything.

With AI tools making it easier than ever to create polished marketing assets, it’s no longer enough to look the part. To succeed, you need to be the part. And that means:

• Saying what you mean and meaning what you say.
• Delivering results that align with your promises.
• Building a brand based on trust, not tactics.

In 2025, success belongs to the brands that combine the efficiency of AI with the authenticity of real human connection.

It’s not about shouting the loudest anymore — it’s about being the most reliable, the most authentic and the most trusted.

Let your personality shine. Share your journey (both the good and the bad), your mission and your quirks. 

Avoid falling into the temptation to make your audience think everything is much better than it actually is — you know, positioning yourself in front of a Lambo or a helicopter (we’ve all seen those videos… lol)…

Instead, be 100% real and vulnerable, even if it’s embarrassing.

On social media and in a recent email, I shared the story of how I accidentally hit a Zoom setting before a live webinar with a big partner…

And no, this setting didn’t make balloons magically appear on the screen (I wish)… 

Instead, it gave me a mustache… and no, not a Tom Selleck-type mustache where it was clear that this was some type of funny goof.

I delivered the entire webinar with a faint mustache that must have had attendees thinking — did she forget to wax?

But I’m happy to share that story… because, well, it’s pretty darn funny, and it also shows me for who I am… a flawed, real human being… that’s just rolling with the punches as best I can.

So be a human being in 2025… and, together, let’s officially bury “Bro Marketing” so it can never return from the dead 🙂

Trend #4: Evergreen Offers Are No Longer an Afterthought to Launches 

When I first started talking about evergreen offers, I got a lot of sideways looks. “Aren’t they just nice to have?” people asked. 

Fast-forward to (almost) 2025, and the game has changed. Evergreen offers aren’t just an option anymore — they’re the backbone of a thriving, sustainable business. 

Think of your evergreen offers as the gift that keeps giving…

And not just for your clients but for your business, too. 

An evergreen offer is a product, service or program that stays relevant, delivers ongoing value and generates consistent revenue.

Whether it’s a digital course, a subscription box or an always-open membership program, evergreen offers are designed to work for you 24/7. 

They don’t rely on hype, trends or limited-time launches to stay alive. Instead, they’re built on timeless principles, solving problems that won’t disappear anytime soon and evergreen marketing.

Here’s the thing — for many years, launches were great. 

Buzz, revenue spikes and plenty of excitement… woohoo!

If I’m being honest, I kind of lived for the thrill of it all.

But it’s been obvious for the last two years that relying mostly on launches is not only exhausting — but might just be the death of your business…

You pour in weeks (sometimes months) of effort, and then you’re left thinking, “That didn’t go as well as I’d hoped,” and asking, “What’s next?” “How can I keep the business going now?”

That’s where your evergreen offers come in!

Evergreen offers smooth out those highs and lows, giving your business a steady baseline of revenue. And in 2025, when consumers are more discerning and unpredictable than ever, this stability isn’t just nice to have — it’s critical.

Trend #5: Why You Need to Go Beyond the Inbox

You’ve felt it, haven’t you? 

That creeping dread when your inbox floods with messages — promos, newsletters and updates you forgot you signed up for (and frankly largely don’t care about).

Now, imagine your audience feels the same. Worse yet, they’re hitting “unsubscribe” or sending your carefully crafted email straight to spam.

I’m talking about email fatigue. 

In 2025, the inbox is no longer a guaranteed gateway to your audience.

Email fatigue happens when subscribers are overwhelmed by the sheer volume of emails hitting their inboxes — many of which fail to feel relevant or valuable. 

Combine this with evolving email deliverability challenges (thanks to stricter rules from Gmail and Yahoo), and even your most loyal subscribers might not see your messages.

Here’s the truth:

• Spam filters are smarter than ever, automatically flagging and filtering emails, even from trusted senders.
• Deliverability rates are shrinking as bulk senders struggle to meet new authentication and unsubscribe requirements.
• Audiences are getting choosier about who earns a spot in their inbox.

So, if you’re still relying exclusively on email, you’re putting all your eggs in one increasingly fragile basket.

This doesn’t mean email is dead — it’s still one of the highest ROI marketing channels. 

But in 2025, you need to complement your email strategy with organic social media to stay connected, build trust and engage your audience in new ways.

People are scrolling through social media far more than they’re checking their emails (this will become super clear in the next trend: #6). 

And platforms like Instagram, TikTok, LinkedIn and YouTube (not to mention Facebook Groups) allow you to build relationships that feel personal, immediate and interactive.

Now, if you’re just getting started, I recommend choosing one social media channel to focus on (one where your audience is hanging out and where you actually want to be)… 

And consistently create content tailored specifically to that platform.

Then, once you grow and start bringing in a steady stream of leads… you can start to branch out. 

Speaking of social media…

Trend #6: The Rise of Social Media as a Search Engine 

If I had told you five years ago that platforms like Instagram and LinkedIn would rival Google as search engines, you might have laughed. But here we are…

In 2025, social media won’t just be a way to connect — it’ll be the way people search for products, ideas and solutions. 

And if you’re not optimizing your social presence for discoverability, you’re leaving serious money on the table. In fact, 32% of consumers (between 18 and 54) are now using social media as a search engine.

Just a few years ago, keywords were king… but SEO is massively changing due to AI.

AI now looks at content so quickly and recommends it based on the actual content and context, NOT on the keywords… 

That’s where social search comes in.

Google now indexes social media content — including video — so your Instagram or LinkedIn content can appear when someone does a Google search. 

Here’s what’s driving the shift:

• People trust REAL PEOPLE over giant sites and faceless brands. They want to see a product in action or hear real-life stories before making a decision.
• Need a makeup tutorial or dinner recipe? It’s easier to find and follow along with a video than to sift through a long blog post.
• Over 60% of Gen Z and Millennials now prefer using social platforms for search over traditional engines. And where younger generations go, the rest follow.

For years, hashtags were the bread and butter of social discoverability. But their importance has drastically declined. Don’t get me wrong — they still have their place, but the real magic now lies in optimizing your captions for search.

Platforms like Instagram and TikTok now rely heavily on captions, video text and alt descriptions to match content with user searches. For example, typing “easy vegan recipes” into TikTok pulls up content optimized with those exact words — not just videos with #easyveganrecipes.

• Hashtags are no longer about spamming 30 tags at the end of your post. Instead, they work as a categorization tool. Use 3-5 highly relevant hashtags that clearly define your niche or campaign. Think of them as labels for your content rather than a search hack.
• Writing detailed captions that include natural keywords is now more effective than a short, snappy one with a dozen hashtags.

Social media isn’t just about engagement anymore — it’s about discoverability. And the businesses that embrace social SEO will come out on top in 2025 🙂

Trend #7: The Year of the Micro-Product or Service

Let’s be real…

When you’re building a business, it’s tempting to dream big: the next groundbreaking course, a full-blown coaching program or maybe even a complete product suite…

But here’s the deal: not only can these take months to build (or longer), but they also come with no guarantees. 

What if no one buys? 

What if the market shifts? 

What if you get stuck spinning your wheels, trying to perfect something that may not even hit the mark?

That’s why I recommend starting with a Minimum Viable Product (MVP) Approach in my signature Experience Product Masterclass.

But in addition to starting with MVPs (before you develop full-scale offers), 2025 is the year of the micro-product or service.

Micro-products are bite-sized offerings that:

• Solve a single, specific pain point.
• Are quick to create, test and launch.
• Provide immediate value at a no-brainer price point.

Think of them as your business’s foot in the door. They’re low-risk for your audience and an easy way for them to experience what you bring to the table — without the commitment of a larger product.

Micro-products aren’t just a stepping stone. They can drive revenue, validate ideas and build trust while you work on scaling up.

When it comes to your micro-product or service, you want to:

1. Find the Pain Point

Ask your audience one simple question: What’s the one thing you’re struggling with most right now?

Look at their answers and find the quickest win you can deliver. For example:

• If your audience is overwhelmed by email marketing, offer 5 ready-made templates.
• If they’re struggling with productivity, create a 7-day planner with daily habits.

The key is to focus on solving one problem — and solving it well.

2. Start With an MVP (Minimum Viable Product)

Don’t spend months perfecting it. Keep it lean and simple. Launch a beta version, gather feedback and improve as you go.

Think: A 10-page PDF, a 30-minute video tutorial or a short email series.

3. Make It Affordable

Your pricing sweet spot? Low enough to be an impulse buy but high enough to position you as an expert. For most businesses, this falls between $7 – $99.

4. Leverage the Micro-Service Model

If you’re a coach, consultant or freelancer, consider offering micro-services. For example:

• A $250 single coaching call.
• A 4-session mini-training package.
• A personalized 1-hour audit of someone’s website, resume or strategy.

The goal isn’t to overwhelm your audience with options but to give them a low-risk way to engage with you…

Because in a world where speed matters, small steps lead to big results.

Trend #8: The Return of Work/Life Balance 

In 2025, work will no longer be the centerpiece of people’s identities (this shift has already started)…

Instead, there’s a noticeable shift in how individuals prioritize their time and energy. 

The biggest objection to buying anything — whether it’s a product, service or even an experience — is no longer cost…

It’s time and energy. 

People are fiercely protective of their time and mental bandwidth, and they’re increasingly willing to pay for solutions that help them guard those precious resources.

For decades, work and career advancement were closely tied to identity and success. Now, the pendulum has swung in the other direction. The modern hierarchy of values looks something like this:

1. People are hyper-aware of how fleeting time is, and they’re laser-focused on minimizing time wasted. 
2. Mental and emotional energy are seen as finite resources, and people are setting boundaries like never before. 
3. Who you are outside of work — your hobbies, relationships and passions — now defines you more than your job title. 
4. People are making decisions based on the ROI of time and energy rather than just dollars and cents.
5. Instead of competing for flashy status symbols, people gravitate toward authenticity, meaningful relationships and aligning with brands that represent their ideals.

This shift has created opportunities for businesses that prioritize simplicity and value!

Trend #9: Longtail Decision Making 

In an age of rising mistrust online, the buying cycle is getting longer and longer (but that’s not necessarily a bad thing if you know how to handle it!). 

Google recently released a report called “Decoding Decisions,” which talks about something called the “Messy Middle.”

This is the in-between stage between that first trigger, where someone discovers you, and the purchase decision, where they decide to work with you or buy from you.

In 2025, this is where most of your audience will be hanging out. 

They’re discovering you, exploring your content and evaluating their options BEFORE making a decision. And that takes time… and that time is ever-increasing. 

A cold prospect — someone who’s just stumbled across you for the first time — now needs 20 to 50 touchpoints before they’re ready to buy.

Warm leads — people who already follow you or were referred by a friend — still need 5 to 12 interactions to make a purchase.

And even your clients — the people who’ve already bought from you before — need 1-3 touchpoints to buy from you again.

The biggest takeaway?

If someone opts into your list and doesn’t buy immediately, it doesn’t mean they never will. It means they’re still in their decision-making process… don’t give up on them 🙂

I once had someone buy from me for the first time after being on my email list for 10 years (yep, 10 years!). I’m glad I didn’t give up on them. 

According to Google, it now takes 46 days or more to make a decision. That’s nine days longer than just a few years ago — and it’s probably even longer now.

Here’s what that means for YOU…

You need to create more meaningful touchpoints.

Show up consistently across platforms — emails, social media, YouTube, wherever your audience is — and focus on building trust over time.

Because in 2025, the businesses that win aren’t just the ones with great offers. 

They’re the ones who are patient, persistent and show up enough to make people say, “Yes, this is the person I trust to help me.”

Commit to a strategy that nurtures your audience through this longer buying cycle. Don’t give up after the first email or post. Keep showing up, adding value and trust that the right people will make their way to you when the time is right.

Because that’s how you turn the messy middle into steady growth!

Trend #10: Cultivate Long-Term Clients 

In 2025, the businesses that will gain steam WON’T spend the majority of their time, money and effort chasing new clients…

Instead, they’ll focus on their existing clients.

I’m talking about the people who already know, like and trust you.

Your existing clients are NOT just buyers — they’re your advocates, ambassadors and your biggest opportunity for consistent growth. And they’re more valuable than ever.

Customer acquisition and consumer expectations are at an all-time high. 

That’s why businesses in 2025 should shift their focus from chasing new clients to building deeper, long-term relationships with their existing ones. 

The rising costs of digital ads, coupled with increased competition, have made acquiring new clients a significant financial burden. Businesses are realizing that it’s far more cost-effective to nurture and retain their current clients through high-touch, personalized service.

This is the key to survival in a market where customization and ongoing value are the gold standard.

The modern customer expects more:

• Personalization. 
• High-Touch Support. 
• And Ongoing Value. 

To meet these demands in 2025 and beyond, focus on:

1. Proactive outreach, personalized check-ins and live support. These are becoming the norm, especially for high-value clients.
2. Greater flexibility in how they deliver products and services, creating options that cater to specific customer needs.
3. Reward systems that are evolving to provide meaningful perks, such as exclusive content, early access to new offerings or ongoing discounts that feel personal rather than transactional…
4. And ongoing education and upselling, particularly in service-based industries. 

When you invest in your current clients, you don’t just build loyalty — you create advocates for your business. Satisfied clients are more likely to recommend your business, leave positive reviews and bring in referrals… reducing acquisition costs even further.

Offering your current clients high-touch, personalized service is no longer optional — it’s the key to survival in a market where customization and ongoing value are the gold standard.

And don’t forget about past clients… think of ways to reengage them and bring them back into your world — that could mean inviting them into an exclusive offer that meets them where they’re at.

We just did this here at Live Your Message. We invited both current and past Momentum clients (that’s our yearlong business coaching program) to become X-Factor Certified Business Consultants.

When they join, I’ll personally train them to do what I do: grow their businesses by helping other businesses grow and serve using the power of experience design.

Experience design is the art of crafting intentional moments that deeply connect with your audience, making them feel seen, valued and motivated to act… so they can get the transformation they’re after.  

It’s not just about creating products or services — it’s about designing every interaction to be meaningful and unforgettable…

Because, in 2025, everyone deserves better experiences, more joy and more transformation!

Since this was such a qualified audience (i.e. people who had worked closely with me before), all 25 of the people who applied and put down a $1,000 deposit to speak to me about Certification, joined… not bad for a brand new offer, right?

I can’t wait to roll this out to the rest of the community!

So, don’t be afraid to reach out to past clients IF you have an offer that’s tailored to them and meets them where they’re at 🙂

And Trend #11: There’s [Finally] Room on the Bench — for You!?! 

The online business world is shifting and the dominance of once-unshakable brands is fading. Legacy players who once thrived on their reputation alone are struggling to adapt as consumer priorities shift toward authenticity and value. Today’s customers are asking, “What can you do for me now?” rather than relying on past achievements or big names.

This opens up massive opportunities for emerging players to step in, stand out and succeed by offering fresh, innovative approaches…

Enter the decline of the Titans…

• Strategies that relied on massive email lists, aggressive funnels or overly polished or “braggy” content are losing effectiveness. Consumers are savvier and pickier and demand real value and authenticity before committing. 
• Brand legacy doesn’t hold the same weight it once did. Audiences are more focused on what you bring to the table right now, not what you’ve done in the past.
• Many of the big players grew in an era of less competition. Now, with more voices in the space, they’re now getting lost in the noise.

The decline of established brands means there’s a wide-open field for up-and-comers to step into the spotlight… like you 🙂

If you’re willing to innovate, connect deeply with your audience and focus on delivering timely, relevant value, there’s never been a better time to make your mark!

The internet in 2025 is like the latest fashion runway — there’s a whole new look — and these 11 trends are redefining how businesses make their mark online. 

Here’s a quick recap:

• Trend #1: The Rise of the Chief Experience Officer
• Trend #2: Customer Experience as the Counterbalance to AI
• Trend #3: The Death of “Bro Marketing”
• Trend #4: Evergreen Offers Are a MUST
• Trend #5: Go Beyond the Inbox
• Trend #6: Social Media as a Search Engine
• Trend #7: The Year of Micro-Products/Services
• Trend #8: The Return of Work/Life Balance
• Trend #9: People Are Taking Longer to Decide
• Trend #10: Cultivate Long-Term Clients
• Trend #11: There’s NOW Room on the Bench

These trends aren’t just predictions — they’re opportunities to grow, adapt and thrive in a rapidly evolving digital world.

Let me know your thoughts about one or more of these in the comments, as well as what trends you’re seeing.

In case you’re curious, check out my trends post from 2024 (these are all still relevant today)!

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