In an era where designers and brands must do more than just create beautiful products, the intersection of marketing and branding is evolving at a rapid pace. This blog unpacks the most compelling marketing trends shaping the industry—from relationship-driven strategies to the rise of owned media—offering PR and marketing professionals fresh insights to stay ahead in an increasingly competitive landscape.

Trend: Relationship Marketing

Photo: Sophie Williamson Design

"Relationship marketing will be critical for fostering loyalty and standing out in a crowded marketplace. Consumers are looking for more than just products—they want meaningful, personalized experiences. Brands that focus on building emotional connections through tailored touchpoints, like custom consultations or surprise thank-you notes, will thrive. It’s not just about the sale; it’s about creating a relationship where customers feel valued and seen. Loyalty programs, private events, and moments that feel warm and thoughtful will turn one-time buyers into lifelong advocates. 

This approach is especially vital as consumers increasingly prioritize relationships over transactions. By investing in retention over acquisition, brands can cultivate communities of loyal customers who genuinely connect with their ethos. In an era of economic uncertainty, fostering trust and emotional bonds will help brands weather instability while building long-term growth." -Ellie McNevin, Founder, Birdie Agency

Trend: Storytelling

"I think a marketing trend that's huge for design brands (and really, everyone) right now is storytelling. It's not enough to post an aesthetic photo anymore, clients want to get to know the brand and what they stand for. Whether it's written in an instagram caption or conveyed through a video, storytelling is going to be key this year and beyond." -Jamie Gasparovic, Founder, Studio Gaspo

Trend: Transparency

“Public relations is at a pivotal moment, balancing the demand for authenticity with the growing dominance of pay-to-play models, fueled by the rise of affiliate marketing and shifts within the influencer landscape. As brands strive to build credibility and trust, they must carefully navigate the challenge of maintaining genuine storytelling while strategically leveraging paid partnerships to amplify their reach. This evolving dynamic raises important questions about transparency and the future of earned media in an increasingly commercialized environment and the way owned channels are being utilized to convey that message.” -Lauren Urband, Founder, The Consultancy PR

Trend: Designer Engagement

“While designers have always been an important audience for our clients, the current landscape has emphasized the power of the trade more than ever. We’ve seen designer engagement shift from endorsements to deeper partnerships that span events, earned media, digital and more. For example, our client Lutron recently partnered with Bobby Berk, Brigette Romanek, and Dawn Bendeck for a special exhibition in the brand’s LA Experience Center, during which each designer produced an original vignette – a peek into their creative minds – that demonstrated Lutron’s capabilities through different artistic scenarios. It was a hit among media, influencers, and the A&D community alike.” -Josh Schoenfelder, VP, Sharp Think

Trend: Cross-Promotion

Photo: Artist's Kitchen by Sarah Jacoby Architect shot by Ty Cole

"Architects and designers should consider ways of promoting their work beyond traditional earned media. A great way to go about this is to take an inventory of significant products utilized in projects that are photographed with intention, and see if you can try to cross-promote those project images with a product manufacturer. 

For instance, one of our clients, Sarah Jacoby Architect, recently helped license photographs of a kitchen renovation she did in New York with Fireclay Tile to use across their external platforms. Given the inherent collaborative nature of design, t's a win-win when an architect can demonstrate a practical application to a product in a realized project as a way to amplify project visibility with the support of a product manufacturer's network." -Andrew Huff, Founder, Chapter Agency

Trend: Heading Home

"We're seeing that many brands view the home industry as the next frontier after fashion and beauty, though the more impactful collaborations feel organic with an emphasis on product as opposed to a focus on celebrity endorsements. For that reason, we expect more unusual talent will enter the home space. From a PR perspective, stories centered around product launches or collaborations continue to be some of the remaining long-form profile opportunities as editors (and readers) are interested in seeing a designer's vision through their own home and lifestyle." -Ethan Elkins, DADA Goldberg 

Trend: Smarter Social

"Social for brands: Act as the media platform if you are not gathering interviews/ have potential buzzworthy projects. What you'll need: microphones, table, and a designer/architect on the other end. We've been able to highlight pain points brands have, and thus growing their community building, social media footprint, and overall fortifying the relationship at hand... which leads to sales. 

Social for designers: Designers who act as a sounding board for the brands they love always allows for educational content. We always advise our designers to provide us a list of brands they love or we end up noticing patterns--and the more we're able to scratch their back." -Byron Cordero, Founder, Cordero Consulting

Trend: Owned Media 

Photo: Rocky Mountain Hardware MH RV Tour

"One of the biggest shifts we’re seeing in marketing for design brands is the focus on owned media—brands and firms are taking control of their own storytelling. Instead of relying solely on traditional media outlets, they’re using their platforms—social media, newsletters, Substack, websites—to share their perspective, showcase their work, and connect with their audience directly. 

It’s not just about visibility anymore; it’s about owning the narrative and building long-term engagement. A well-done newsletter or an editorial-style Instagram presence can be just as impactful—sometimes more—than a one-time press hit. Design brands are thinking more like publishers, creating high-quality content that reflects their voice and expertise, rather than waiting for someone else to tell their story. Earned media is still valuable, but brands that invest in strategic storytelling and consistent, thoughtful content on their own platforms are building something that lasts. It’s a shift we’ve been seeing for a while, and it’s only getting stronger.

Alternately, brands aren’t just waiting for clients to come to them anymore—they’re going out and creating the moments themselves. It’s not enough to have a great showroom or a strong online presence; brands are finding ways to bring their products directly to designers, clients, and new markets in a way that feels personal and engaging. 

A perfect example is Rocky Mountain Hardware’s RMH RV Tour. Instead of waiting for people to visit their showrooms, they decked out an RV with their products and hit the road, bringing the brand experience straight to their audience. They’ve taken it to key markets where they already have a presence but also to new cities where they want to grow. To date, the RV has visited 12 states, with plans to make stops this year along the East coast and Midwest. Plus, it’s been a game-changer at trade shows—rather than blending in with a booth, they’re offering something totally unique and immersive.

This kind of experiential marketing is something we’re seeing more and more. It’s about meeting clients where they are, creating real interactions, and making a lasting impression—all on their own terms." -Erik Perez, Co-Founder, Hello PR Group

Trend: YouTube 

Image: Statista (April 2024) showing YouTube as the second largest search engine

“Brands need to diversity their marketing efforts by focusing more on YouTube. As YouTube visits and revenue continue to grow, this is a tool that brands should be using. YouTube brings brand exposure to a global audience and helps the brand become more searchable in google. Videos on YouTube stay in the visitor's sightline and do not get pushed to the bottom of a feed, like other social media channels. With the subscriber feature, the brand can acquire new customers, The best part about it, it's free.” -Diana Bianchini, President, Di Moda Public Relations

Trend: AI 

Photo: Holly A Kopman interiors, Photo by Christopher Stark

“I’d be remiss if I didn’t say Artificial Intelligence. AI has become an invaluable tool with our social media and email marketing, particularly in tasks like hashtag research. Platforms such as LinkedIn and Instagram have already integrated AI features, streamlining content creation even more. As AI technology continues to evolve, I’m hoping to use it in email marketing and even PR. 

While not a new trend, video marketing remains underutilized by many designers. In today's digital landscape, incorporating video into marketing strategies can significantly enhance engagement and brand visibility. My goal is to make this a new trend for Ballin PR clients!” -Nicole Balin, Founder, Ballin PR

Trend: Eyes on Ethics

“AI is here to stay, and these tools are significantly reducing the time interior designers need to spend on marketing. While some may be hesitant to embrace AI, it doesn’t have to replace creativity—it can serve as a powerful starting point or a way to refine ideas. AI can assist in crafting SEO-optimized blog content, generating social media captions, quotes for media stories, Pinterest descriptions, and even writing more compelling email subject lines.

Ethical considerations are crucial, however, particularly when it comes to imagery. Transparency is key to maintaining trust, whether on social media or your website. Rather than relying on fully AI-generated images and presenting them as original work, it’s best to use AI for enhancements—such as adjusting lighting or slight tweaks—while ensuring that the integrity of what actually exists remains intact. As publicists, we have to be really savvy in recognizing when a designer submits AI imagery to us, which has happened more than once at our company. While we understand the conundrum of needing completed work to land more clients, we are concerned that newer firms are using AI imagery to represent what they "could do"—and not being transparent about it.” -Molly Schoneveld, Founder, The Storied Group

Trend: Brand Partnerships

"One of our favorite trends is the exclusive partnering of like-minded brands to create unique consumer experiences and showcase brands as lifestyle curators. We've worked on recent campaigns that have combined design technology with the world's most renowned chefs, top architects with yachts, and design-driven craftsmanship with artisan wines. An ongoing collaboration that exemplifies this trend is Todd Merrill Studio and Bergdorf Goodman. After hosting successful pop-ups on Bergdorf's seventh floor, the iconic store invited Todd to style the work of his artists and artisans alongside their third-floor high fashion collections in honor of NY Fashion Week. The pairing underscores an evolving luxury landscape by blurring the lines between retail and exhibition." -Julie Hoylen, Brand & Communications Director, Head & Hand