As we begin 2025, strategy reached out to marketers to identify seismic changes in 2024, and to give us their New Year’s resolution for the next year. Lori Hatcher-Hillier, chief marketing officer of Kicking Horse Coffee, is next up in our week-long series.

What do you think was the most seismic change of 2024? What is your New Year’s resolution to adapt to that change in 2025?

People’s expectations for how brands show up in their lives skyrocketed. They don’t just want a product – they want a connection. With infinite content competing for every scroll, swipe and second, it’s clear that people are done with bland, filler work that doesn’t spark something real. That’s the “brain rot” era we’re living in – it’s noisy, overwhelming and easy to tune out.

Our resolution for 2025 is simple: be remarkable. Every sip of our coffee is bold, authentic and unapologetic. Our marketing should be the same. We want every piece of work to grab people by the heartstrings – or maybe the shirt collar – and earn attention in the best way possible. We’re not here to nudge people awake. We’re here to kickstart their hearts.

What’s one thing you hope the industry plans to start doing, one thing it needs to stop, and one thing you hope it changes in 2025?

Start: Listening to your audience. Really listening. It’s not about what you want to say but rather why they should care. When we connect on an emotional level, we don’t just gain attention – we earn loyalty. If you can’t connect with what people genuinely value, you’re just talking to yourself.

Stop: Playing it safe. Too many great ideas get overcooked, watered down or focus-grouped to death. People don’t connect with half-measures or middle-of-the-road messaging. If you’re not kicking ass, why bother showing up?

Change: Marketing is about earning attention. People don’t owe you their time, you have to earn it. That’s where we’re heading as a brand. We’re unapologetically bold because that’s what our consumers want and crave.

For more of our New Year’s resolution series, please check here.