By Nicky Marks, Managing Director
2025 already feels a far cry from 2024, and the year isn’t even over. Some things haven’t changed – like unpredictable weather – but we’ve also experienced an increasingly polarised UK political landscape, transformative upheaval in global trading markets and backlash toward DEI-related rhetoric.
Whenever the economy, culture, or other dynamics are disrupted, CMOs can find themselves on the front line in terms of brand positioning. Marketing leaders are tasked with striking the right balance between keeping their brand on trend while simultaneously staying true to its values for a constantly changing set of consumers. Meanwhile, behind the scenes, they’re keeping the marketing machine optimised, testing emerging technologies and delivering maximum cost-efficiency.
It’s no surprise our annual Voice of the CMO Report 2025 revealed that life for CMOs changed over the year just as much as it did for the rest of us. From AI and brand discovery to brand backlash, budgets and marketing measurement – the hot topics have shifted between 2024 and 2025.
Up, Up and A(I)way
Between 2024 and 2025, AI appeared to transform from pilot stage to become embedded in marketing functions with a sharp rise in adoption, perception, and benefits.
Nearly 3 in 5 (59%) marketing teams surveyed1 and over half (55%) of the board/stakeholders now say they embrace AI with open arms. For marketing teams, that’s a 14% jump from last year’s findings, while boards and stakeholders saw a 5% increase.
But it’s not just adoption that’s changed – perception has too. CMOs are increasingly viewing AI as a creative enabler rather than a constraint. Nearly two-thirds (64%) of CMOs believe AI fully or mostly enables more creativity, up from just 43% who said the same last year.
The benefits of AI are also becoming clearer. Respondents this year were more likely to report gains across the board compared to last year. Those using AI saw higher quality content (67% vs 52%) and improved analysis (65% vs 53%), better understanding of customer profiles (57% vs 44%) and greater personalisation (55% vs 45%).
The data suggests that 2025 marks a new phase of AI maturity. No longer just a promising tool on the fringe of daily operations, but a vital driver of value.
High Risk, High Reward
As political polarisation deepens and debate over ‘woke’ rhetoric escalates, it’s no surprise that CMOs are feeling heightened concern about brand backlash when planning campaigns.
In 2024, a fifth (20%) of CMOs said they worried about backlash during every campaign. In 2025, that number has risen to nearly a quarter (24%). The type of perceived threat has also shifted. In 2024, the biggest risk was seen as failing to meet modern standards or relying on insensitive stereotypes (24%). In 2025, the top concern is a campaign causing offence or missing the mark (24%). Rather than fearing overt mistakes, CMOs appear increasingly anxious about subtle missteps or unintended misinterpretation.
Yet despite the rise in concern, fewer CMOs feel this limits their creativity, dropping from 39% in 2024 to 33% in 20252 amongst those who feel concerned about brand backlash when planning marketing activities. This suggests CMOs may be adjusting to operating on thin ice, turning caution into more deliberate, thoughtful campaigns.
Forget Cash. Marketers are Banking on (Brand) Equity
A bigger-picture focus on brand awareness is evident in how CMOs are measuring success. In 2024, the primary metric CMOs tracked was sales (46%). In 2025, that shifted decisively to brand awareness (62%). (That was the headline stat for Marketing Week’s editorial about the report findings.) Beyond that, CMOs reported greater emphasis on every key performance indicator we surveyed for, from content engagement, customer lifetime value, to share of voice.
CMOs are no strangers to navigating tight budgets, but this challenge is intensifying. Nearly half (46%) of CMOs report that deciding what is best for the brand with limited budget is a challenge, up from 38% who did so in 2024.
In fact, this overtook last year’s most common concern: marketing budgets already saturated with planned activities (40%). The shift suggests CMOs are no longer just fighting over line items in monthly finances – they’re grappling with the bigger question of how to prioritise long-term brand health under financial pressure.
Taken together, the findings suggest that CMOs in 2025 are operating with sharper strategic intent. While financial pressures remain high, there’s a clear pivot from short-term targets and tactical activities toward brand-building as the ultimate mark of success.
Read the Full Report
When the world moves this quickly, priorities shift almost before you’ve had time to catch up. That’s why market research is invaluable. It gives you a timely snapshot of your audience’s mindset, helping you make sharper, more informed decisions. Download the Voice of the UK CMO 2025 report here.
At Censuswide, we help brands uncover the insights behind these shifting behaviours. If you would like to discuss any market research ideas or projects, feel free to get in touch with us.
Methodology:
The research was conducted by Censuswide.
- In 2024, Censuswide surveyed 500 UK CMOs aged 25+, excl. sole traders between 25.06.2024 – 08.07.2024.
- In 2025, Censuswide surveyed 500 UK CMOs aged 25+, excl. sole traders between 25.06.2025 – 08.07.2025.
- Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
