Why Marketing Feels Harder Right Now (and Why That’s a Good Thing)

There's no point in sugar coating: marketing feels harder than ever. Because it is.

Being everywhere for everything, all at once, was never realistic. Constant algorithm shifts, AI and its ever-expanding family tree, shrinking attention spans (thanks, TikTok), and privacy laws shutting down data pipelines…It feels like we’re in the middle of a storm and no one handed us an umbrella…not even a Disney World poncho.

Agencies of every size are fighting to keep up, and honestly, they’re starting to turn on themselves.

Take WPP, once the biggest advertising group in the world. This summer, longtime CEO Mark Read announced he’s stepping down after more than 30 years, with the company’s share price at its lowest in five years. The reason? AI disruption and creative fatigue. The Guardian reported that WPP’s leadership shakeup follows a steep 71% drop in profits (yikes) and major client losses, including Coca-Cola and Paramount, as the company scrambles to modernize against faster, more tech-savvy rivals.

That’s not just corporate drama. That’s a warning shot. If the world’s largest agency can get caught flat-footed by the speed of change, the rest of us are right to feel like we’re sprinting on a treadmill that keeps tilting uphill.

But here’s the thing: even in all this chaos, our industry is not broken. It’s evolving.

And that evolution is forcing us to be sharper, more strategic and a hell of a lot more human than before.

6 reasons marketing feels like a midlife crisis

Let’s call it like it is. Marketing didn’t suddenly get bad. We just hit a new level. These six shifts explain exactly why it feels so darn heavy right now (and none of them are your fault).

1. Content & competition saturation

If you thought “publish more” was the answer, you’re seeing the dead end now.

Around 91% of global brands use content marketing in some form in 2025. That’s a lot of noise, and it’s why you keep seeing brands recycle the same ideas and formats. Everyone’s repurposing everyone else. People aren’t short on content; they’re short on patience. With so much coming at them, being seen isn’t the same as being remembered.

Generic messaging? Oh please. They’re tuning it out.

2. Blink and the algorithm changed (again)

What worked yesterday might flop tomorrow. Platforms shift algorithms, new formats explode and the tools we used last quarter already feel outdated.

Recently, a promoted post claimed video content was driving record engagement for one brand. The comments? Full of marketers calling BS, asking why the same “rule” doesn’t apply to their content or if the numbers were inflated to sell a trend.

One creator even ran their LinkedIn post data through ChatGPT. It estimated they had 1,200 followers. The real number? 17,000. Same content, same engagement quality—just buried. The algorithm quietly limited reach because their posts touched “unsafe” topics like feminism and social commentary (cue dramatic eyeroll).

That’s the pace we’re working in. You’re constantly reacting, seldom coasting.

3. The end of easy data

Cookies are dying. Third-party data is waning. Regulations like the GDPR and evolving U.S. state laws (hellooo, iOS tracking restrictions) are tightening the screws. What does that mean? The lights are dimming on the data party. We can’t stalk, pixel or retarget our way to performance anymore.

4. Revenue or bust

Why are we even talking budgets in an economy like this? CMOs keep hearing the same refrain: “Show me the ROI.” But brand-building and awareness take time and often resist easy measurement. So we’re stuck in the in-between: needing quick results while trying to build long-term momentum. And yeah, the pressure’s real.

5. Fragmented consumer journeys

Your consumer’s journey isn’t linear anymore. They’re high on life and bouncing between devices, platforms and moments. One minute they’re on TikTok, next they’re on Reddit, then checking email, then a podcast. According to 2025 data, 41% of Gen Z uses social media as their first source for information, while 32% turn to search engines. 

Managing that chaos? Exhausting.

6. AI took the wheel—now what?

Look, AI is everywhere, and it’s going to take your job (just kidding).

As of late 2025, ChatGPT alone has grown to more than 800 million weekly active users, making it the most widely used generative AI platform in the world. It’s changing how we create, plan and even think about marketing. Sure, AI promises efficiency and scale, but it also raises the stakes. AI demands higher-level strategic skills and sparks real anxiety around job security and the commoditization of creative work. For some, that’s uncomfortable. For others, it’s the wake-up call they needed.

Why all this change is a *good* thing

Here’s the plot twist: all that madness? It’s actually a gift.

This intense game of tug-of-war is forcing marketers to slow down, think smarter, and do better work. The half-steppers and “easy wins” crowd are gone—and thank God for that. It’s weeding out the lazy, the copy-paste strategists, and the “just post more” mentality for us real nose-in-market lovers.

This version of marketing demands real connection. It rewards brands that know who they are, who they’re talking to, and what actually matters to their audience.

In other words, the hard stuff is where the good stuff happens.

The comeback of common sense

Starting back at square one has never been sweeter for the true gurus. You’re being forced to ask the questions that actually matter: Who is our audience? What do they value? What does our brand stand for? The marketing world loves loopholes, but the ones winning now are the ones going back to the basics: clear positioning, consistent storytelling and strategies that actually serve real people. The kind of work that proves it’ll stand the test of time.

Originality is the only way out

Cutting through a sea of sameness means experimenting, taking calculated risks and leaning into storytelling that actually matters. Brands that innovate—not just amplify—are the ones being noticed. Awards are won on originality and strategy, not volume.

So let your creative teams be what they’re meant to be: creative.

Gut feel doesn’t cut it anymore

The proof has always been in the pudding—aka ROI.

The push to prove performance and navigate murky data is forcing marketers to get smarter about how they measure success. At Accelity, we focus on strategy, scalability and iterating based on performance. We don’t work from a place of  “I hope this works,” but rather, “I know this works.”

Strong brands don’t flinch

As audiences start to discern, they’re tuning out any over-performative mess and paying attention to what actually feels real. That’s a good thing, because strong brands are harder to knock over, easier to trust and far more likely to earn long-term loyalty.

Always be a student

Marketing keeps modernizing, shifting and reinventing itself, and if you don’t keep up, you get left out. Think about GEO: suddenly everyone’s talking about the newest It Girl in search. So stay curious. Dive into specialization, whether that’s data analytics, AI integration or platform expertise. That hunger to learn doesn’t just keep you relevant; it raises the bar for all of us.

This is what growth feels like

Here’s the deal: marketing isn’t supposed to get easier just because our tools have evolved. It’s supposed to get better. This isn’t the downfall of our profession; it’s the evolution. The era of simply doing more is over. The era of doing more meaningfully is here.

So yes, it feels harder—but if you lean in, you’ll find the upside: smarter strategy, stronger brands, deeper connections and a marketing engine built to last.

Come see what bold marketing looks like in action. Subscribe to our newsletter Marketing Outside the Lines for more bold takes, stealable tips and fresh takes on the latest marketing trends. 

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