Ethical Media Planning and Audience Targeting: A Crucial Strategy for 2025

Rob Sandison • November 18, 2024

As we head into 2025, the world of media planning and audience targeting is evolving fast, and ethics are at the heart of it all. With digital advertising more data-driven than ever, it’s easy to forget that behind every targeted ad, there’s a real person—someone who cares about their privacy and doesn’t want to feel like they’re being watched 24/7. So, why should advertisers in the U.K. care about ethical media planning? Let’s break it down.


First off, there’s the issue of privacy. The GDPR laws have made it clear: people want control over their data. According to the Information Commissioner’s Office (ICO), 75% of UK adults are concerned about how companies use their personal data, and 60% want more control over how it’s shared. For media planners, this means no sneaky tricks when collecting personal info. Consent is key, and being transparent about how data is used can make all the difference. In fact, 69% of consumers in the UK say they’d stop engaging with a brand if they felt their personal information was being misused. Targeting ads should be relevant, not invasive.


But it’s not just about privacy. With algorithms doing much of the heavy lifting, there’s a risk of reinforcing biases. A study by The Alan Turing Institute found that algorithms used in advertising can inadvertently perpetuate gender and racial biases, potentially leading to ads that reinforce stereotypes or exclude certain groups. No one wants to feel left out or stereotyped by an ad that misses the mark. Ethical planners need to ensure their strategies are inclusive and diverse, representing a broad spectrum of identities authentically and avoiding harmful stereotypes. In the UK, 67% of people believe advertisers have a responsibility to ensure diversity in their campaigns, according to a YouGov poll.


Another key trend is the rise of purpose-driven campaigns. Consumers are more likely to engage with brands that promote social, environmental, and ethical causes. A 2024 PwC UK report found that 60% of UK consumers say they prefer to buy from companies that align with their values, especially in areas like sustainability and ethical practices. From sustainability efforts to advocating for equality, brands must align their marketing with the values of their audience, creating deeper, more meaningful connections.


At the same time, sustainability is becoming a central focus. Brands are now expected to highlight their environmental efforts and adopt greener practices. A recent Nielsen report revealed that 50% of UK consumers are willing to pay more for sustainable products, and 42% want brands to demonstrate tangible efforts towards environmental sustainability. Ethical media planning involves promoting products and initiatives that are genuinely sustainable and that contribute positively to both society and the planet.

Finally, combating misinformation has become a priority.


Ethical marketing means promoting accurate, fact-checked content and being transparent about messaging. In an age of fake news and misleading claims, consumers are looking for brands that are responsible in how they communicate. According Ofcom research , 69% of UK adults are concerned about the spread of misinformation online, and 50% believe brands should take action to ensure that the information they share is accurate and trustworthy.


In the end, playing by the ethical rules isn’t just good practice—it builds trust and loyalty with consumers. In fact, 72% of UK consumers say they would be more loyal to a brand that takes an ethical approach to advertising, according to a Kantar UK study. So, in 2025, ethical media planning isn’t just a nice-to-have; it’s a must for long-term success.


‘Rob Sandison, consultant with over 20yrs experience of strategic planning and client service leadership in global and UK media industry.’


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Top 5 Media Marketing Trends for U.K. Retail Brands in 2025

By Robert Sandison • December 10, 2024
The retail landscape in the U.K. is evolving as fast as consumers’ expectations. For retail brands, staying ahead means embracing new tools, data-driven strategies, and sustainability. Here are my top five trends shaping retail marketing for a fast start to 2025. 1. AI-Powered Personalisation AI is becoming a game-changer for retail brands, helping create hyper-personalised shopping experiences. From recommending products to tailoring email campaigns, AI tools are boosting engagement. Retailers using AI-driven personalisation are already seeing conversion rates increase by up to 20%. In 2025, brands that embrace AI will lead the way in delivering seamless, customer-focused marketing with tools such as Dynamic yield to personalise content and optimise ad targeting and dynamic content creation with the likes of Adobe. 2. First-Party Data Drives Loyalty As third-party cookies fade away, first-party data is becoming invaluable for retailers. Loyalty programs, interactive surveys, and email sign-ups are helping brands build deeper relationships with their customers. Currently, 62% of U.K. retailers are investing in better data collection strategies to ensure compliance with GDPR while improving targeting and insights. For instance, brands like John Lewis are using their extensive customer data to craft tailored experiences, reward repeat customers, and drive retention. By leveraging CRM systems that integrate first-party data, these companies are able to offer more personalised loyalty rewards, targeted promotions, and exclusive offers based on customer behaviours. 3. Connected TV Advertising for E-Commerce With 84% of U.K. households streaming on platforms like ITVX and All 4, Connected TV (CTV) is reshaping how retail brands advertise. CTV combines the scale of television with the precision of digital, allowing retailers to target audiences more effectively. Expect a 25% rise in retail CTV ad spend in 2025, especially for driving e-commerce sales. For emerging brands, the lower entry costs of CTV make it accessible compared to traditional TV. Platforms such as Roku and Amazon’s Fire TV provide affordable options for creating high-impact ads targeted to specific demographics. These platforms cater to growing consumer demand for ad-supported video-on-demand (AVOD), a cost-effective alternative to subscription-based services. 4. Short-Form Video for Product Discovery Platforms like TikTok, Instagram Reels, and YouTube Shorts have transformed product discovery. For retail brands, short-form videos are a way to connect quickly and authentically. Videos under 60 seconds drive 70% higher engagement, making them a must-have tool for showcasing products and trends. Fashion retailers such as ASOS and PrettyLittleThing use quick video edits to showcase outfit combinations or highlight new collections, often tagged with “shop now” links. This makes it easier for consumers to transition directly from discovery to purchase, reducing friction in the buyer’s journey 5. Sustainability as a Selling Point U.K. shoppers increasingly value sustainability, with 77% saying they prefer eco-conscious brands. Retailers are responding by highlighting green initiatives, from carbon-neutral shipping to sustainable packaging. According to the British Retail Consortium (BRC), 85% of major UK retailers identify sustainability as a key business driver, with many adopting long-term strategies beyond regulatory compliance. However, only 40% can currently attribute revenue to sustainable products, indicating untapped potential to connect these efforts directly to sales growth. Marketing these efforts authentically will be key to winning consumer trust and loyalty in 2025. Ultimately, the retail brands that succeed will be those that balance innovation with authenticity, leveraging technology to serve real consumer needs. The future of retail lies in forging deeper connections - through storytelling informed by behavioural data, and meaningful action. 2025 promises opportunities for bold, customer-focused brands to lead the way. ‘Rob Sandison, consultant with over 20yrs experience of strategic planning and client service leadership in global and UK media industry.’