Blooming with purpose
By molly orviss
Senior marketing manager
Crafting a fresh content strategy for 2025
As we step into spring, the digital landscape continues to evolve, presenting both challenges and opportunities for the industry. At Bewonder*, we understand that staying ahead of the curve is not just about following trends, it’s about crafting authentic narratives that resonate with your audience and align with your business’s core values. This spring, we’re excited to share insights on how to refresh your content strategy, with a particular focus on retail assets and community engagement.
The Power of Eco-Conscious Storytelling
With environmental concerns at the forefront of consumer minds, businesses can no longer afford to stay silent about their sustainability efforts. This spring, we’re seeing a significant shift towards eco-conscious storytelling, where transparency is not just appreciated – it’s expected.
For retail assets, this presents a unique opportunity to showcase behind-the-scenes content that highlights sustainable practices. Whether it’s installing energy-efficient lighting, promoting waste recycling initiatives, or partnering with local stakeholders, there’s a story to be told. By pulling back the curtain and inviting your audience into your sustainability journey, you’re not just ticking a box, you’re building trust and fostering a deeper connection with your community.
At Bewonder*, we’ve helped numerous clients craft compelling narratives around their sustainability initiatives. For example, our long-term partnership with Olio and their ‘Food Waste Heroes’ programme. This initiative not only reduces food waste but also makes a significant impact in local communities facing food insecurity. We work closely our clients to ensure that the programme and its impact is effectively communicated to the relevant audiences.
Purpose-Driven Content
As customer sentiment continues to evolve, it is clear that purpose-driven content is no longer a nice-to-have, it’s a must-have. This is particularly true when it comes to engaging Gen Z, a demographic that values work-life balance and seeks to express rather than impress.
For retail assets, this means moving beyond traditional advertising to create content that reflects the values and aspirations of your target audience. It’s about showcasing how your space contributes to the community, supports small businesses, or provides a platform for cultural expression.
One of the ways we’ve done this for our clients is through activating vacant unit space with local artist partnerships – engaging the community by providing a space for authentic expression, whilst dressing unused and void spaces.
The Rise of Community-Led Campaigns
In 2025, the line between content creator and consumer continues to blur. Community-led campaigns, driven by audiences and employees, are proving to be powerhouses of engagement and authenticity.
For retail assets, this trend offers an exciting opportunity to turn customers and staff into brand ambassadors. For example, local store managers sharing their stories, or customers showcasing their favourite finds through user-generated content. This approach not only provides a steady stream of authentic content but also strengthens the bond between your retail destination and the community it serves.
This is a strategy we continuously implement across the assets we manage, understanding that to drive engagement and build following, our audiences want to see localised, authentic and personalised content.
Short-Form Video: The Reigning Champion of Digital Content
It may not come as any surprise that short-form video content remains king. For the retail industry, this format offers a dynamic way to showcase products, highlight in-store experiences and create engaging, shareable content.
In an over-saturated content space, the key to success is creating ‘thumb-stopping’ content; videos so compelling that users pause their ‘doom scrolling’ to watch. This could be anything from behind-the-scenes glimpses of new store openings, to ‘day in the life’ videos. These bite-sized narratives tap into the aspirational lifestyle content that performs so well on platforms like TikTok and Instagram Reels.
Embracing Nostalgic Aesthetics
Only a quarter into the year and it seems like the Pantone colour of the year, mocha mousse, has been washed away, making way for the colour of the season: butter yellow. Butter yellow embodies warmth, comfort, positivity and nostalgia – all things arguably craved by the UK public at the moment!
Owing to butter yellow being 2025’s hottest colour trend, we’re seeing a continued interest in retro colour palettes and visual styles. Simply jumping on this trend and rolling out themed content across your socials guarantees immediate visual appeal.
Conclusion: Authenticity is Key
As the world of social media continues to change daily, one thing remains clear: authenticity is the cornerstone of effective marketing. Whether you’re showcasing your sustainability efforts, engaging with Gen Z through purpose-driven content, or tapping into the latest trends, the key is to remain true to your brand’s values and your community’s needs.
At Bewonder*, we specialise in helping our clients craft content strategies that not only follow trends, but set them. By focusing on authentic storytelling, community engagement and innovative content formats, we help our clients transform their spaces into vibrant community hubs.
As you look to refresh your content strategy this spring, remember that the most effective campaigns are those that genuinely connect with your local community. By aligning your content with these emerging trends while staying true to your brand’s unique voice, you can create a strategy that not only captures attention, but also builds lasting relationships with your audience.