'Globalisation and Marketing in 2025: A UK Perspective on Trends, Challenges, and Opportunities' (Essay Sample)

GLOBALISATION AND MARKETING IN 2025: A UK PERSPECTIVE ON TRENDS, CHALLENGES, AND OPPORTUNITIES' GLOBALISATION AND MARKETING IN 2025: A UK PERSPECTIVE ON TRENDS, CHALLENGES, AND OPPORTUNITIES' Introduction Recent decades have been characterised by globalisation which is measured by the increased buying and selling of goods and services across national borders. Globalisation has accelerated due to improvements in shipping, innovations in telecommunications and computing that have made it easier to foster strong economic connections in production and sales, and international treaties and agreements between different nations (Grabow, 2023, para 1). Cornali and Tirocchi (2012) describe globalisation as a structural phenomenon that increases interdependence among various parts of the world, impacting social, cultural and economic factors (p.2060). On the other hand, Green and Keegan (2020) defined globalisation from an economic perspective, describing it as the integration of national economy into the international economy through capital flows, trade, international flow of workers and direct foreign investment (p.28). That being said, globalisation is a structural phenomenon that offers international players a complex landscape of opportunities and threats. The paper examines the UK’s perspective on trends, challenges and opportunities in global marketing. Globalisation Trends in the UK The rise of Social Media Marketing Businesses in the UK are increasingly able to reach a global audience through social media that has become common particularly among millennials and Gen Zs. Dixon (2025) reports that social media influence in the UK is growing with 54.8 million active users as of 2025, which is 79% of the population (para 1). Losers in the widespread use of social media marketing have majorly been companies relying on traditional media such as television, radio and print due to social media’s superior engagement, reach, targeting and cost-effectiveness (Jain, 2024, p.3429). 6858003013710Figure 1: % of digital vs traditional ad spending in the UK (2012-2028) (Research and Markets, 2024, para 5) Figure 1: % of digital vs traditional ad spending in the UK (2012-2028) (Research and Markets, 2024, para 5) 6858001333500 Figure 1 shows how digital ad spending has overtaken traditional ad spending, rising from 38.5% in 2012 to 82.6% in 2024. Forecasts further indicate that digital ad spending will continue to rise and this underscores the dominance of social media in marketing. Nevertheless, negative reviews on social media have in several cases damaged the reputation of companies, leading to low sales (Gafni and Golan, 2016, p.48). Focus on Sustainability in Marketing As issues of climate change intensify and environmental consciousness arise, businesses are adapting to societal expectations. White et al. (2024) assert that in recent decades, consumers are increasingly prioritising the social and economic impacts of their purchases (p.1). Consequently, several leading brands in the UK have responded by integrating sustainability into their brands. Unilever’s Sustainable Living Plan (USLP) signalled its new approach to sustainability marketing. Through this plan that aimed to make sustainable living a commonplace by not only reducing the corporate’s environmental footprint but also improving its social impact, Unilever embraced sustainable marketing (Unilever, 2021, p.4). However, sustainability is increasingly being used to mislead consumers according to a European Commission’s 2020 impact assessment that found that 53.3% of sustainability marketing statements were vague, unfounded and misleading, thus, undermining consumer trust (Benöhr, 2024, p.6). Digitalisation The UK is witnessing a remarkable surge in contemporary digital technologies such as artificial intelligence and automation in marketing. In a survey conducted in 2023 in the UK, one in three marketers were found to be already using AI for content personalisation and improved targeting, and another 24% were testing it (Statista, 2024, para 1). The UK’s marketing automation market recorded a revenue of $421.1 million in 2024, and it is expected to hit $889 by 2030 (Global View Research, 2025, para 1). Accordingly, automation will continue to thrive in the UK as global firms use it to execute numerous marketing tasks such as email management, targeting and segmentation across different languages and international borders. Nevertheless, the high adoption costs and the complexity of these technological innovations remain major challenges to adoption especially for small-and-medium sized businesses in the UK aiming to operate abroad (Faiz, Le and Masli, 2024, p.2). Globalisation Challenges Supply Chain Disruptions Supply chain disruptions due to geopolitical tensions have increasingly become complex and prevalent in the face of globalisation. A study by Philipp (2024) investigated the consequences of Brexit on the supply chain and logistics, and established that it resulted in labour supply issues, increased custom duty rate, tariff and nontariff barriers, supply chain redesign and reallocation and changing sourcing countries (p.1). Figure 2: Causes of Supply chain disruptions for UK Companies (Zycus, 2024, para 3) The graph indicates the biggest causes of supply chain disruptions in the UK. Brexit ranks highest at 80% followed by the Russia-Ukraine War at over 75%. Therefore, interconnectedness driven by globalisation exposes UK’s supply chain to fragility and vulnerabilities that threaten its economic stability. Addressing supply chain disruptions require a multifaceted approach but technology offers a more feasible solution. Shaik and Khurram Qumar Siddque (2023) point out that leveraging real-time data, predictive analytics, and augmenting artificial intelligence can help businesses address supply chain disruptions, minimise costs and optimise their production schedules (p.4). Cultural Sensitivity Cultural differences have a complex impact on global marketing strategies. Cultural differences impact branding, perception, communication and even consumer behaviour (Raj and Gupta, 2023, p.144). left43815000 98107519685Figure 3: Areas in England and Wales by Ethnicity (Office for National Statistics, 2022) 0Figure 3: Areas in England and Wales by Ethnicity (Office for National Statistics, 2022) The UK is full of diversity and this multicultural nature makes it challenging for marketers aiming to reach the diverse demographic effectively. Figure 3 shows that England and Wales consist of different ethnicities from white British to blacks, mixed, Asia and other ethnicities. These cultural differences may influence a global firm’s promotion and advertising strategy in the UK. For example, using humour in a marketing message may work well in the UK since it is regarded as a positive trait among westerners but may have the opposite impact for easterners who do not see it as a desirable personality trait (Jiang, Li and Hou, 2019, p.3). That being said, failing to account for cultural customs, beliefs and practices in international marketing can be detrimental to a global brand. According to Song et al. (2017), global brands that understand cultural congruence beyond the generalised, simple national culture, communication styles of each culture and incorporate a continuous feedback system are more likely to be successful in global marketing (p.6). Regulation and Compliance Challenges The fragmentation and complexity of compliance and regulatory frameworks remain a major challenge posed by globalisation. Global firms are faced with the challenge of ensuring compliance with several employment laws, tax compliance regulations, property laws, data privacy and protection and environmental laws among others (Green and Keegan, 2020, p.68). For instance, the General Data Protection Regulation (GDPR) imposes strict requirements on the collection, storage and processing of personal data for European Union (EU) countries (European Council, 2024, para 1). However, the UK is now considered a third country in data protection purposes within the EU. This means that personal data transfers between the EU and the UK are governed by the Trade and Cooperation Agreement (TCA) that governs the flow of personal data (European Commission, 2020). Nevertheless, Kothandapani (2025) points out advancements in AI-driven solutions can automate intricate compliance tasks to ensure institutions remain compliant in various jurisdictions (p.12). Globalisation Opportunities Emerging Markets Emerging markets are increasingly offering international marketers substantial growth opportunities. According to Wu and Pan (2021), emerging markets include countries such as China, India, Brazil, Saudi Arabia, Turkey and Indonesia that are characterised by a rising middle class, rapid industrialisation and economic growth (p.193). Expansion into new territories diversifies a firm’s revenue stream, access to new resources, while customers in the new destination benefit from a wide range of products and services and improved quality (Green and Keegan, 2020, p.318). Nevertheless, multinational corporations’ tendencies to dominate critical industrial sectors, environmental degradation and marginalisation of domestic industries remain major areas of concern (Liu, 2025, p. 209). Collaborations and Partnerships By expanding beyond borders, organisations in the UK can forge mutual collaborations and strategic partnerships for success in foreign markets. Green and Keegan (2020) suggest that collaboration in international expansion opens doors for new customer segments, fosters a culture of innovation, helps in mitigating risks associated with market entry and enhances the visibility of a brand (p.310). However, more than half of partnerships fail due to the introduction of new risks as firms depend on partners to share control of key facilities, share resources and cross-cultural incompatibil...