What the Voice of the US CMO Means for Marketers in 2025
Future-Proof or FOMO?
The latest Censuswide Voice of the US CMO report is out, and it’s packed with insights that marketers can’t afford to ignore. Think of it as your annual sense-check, to see where things stand, with plenty of food for thought.
In this article, I will break down the report to make sense of the headlines, spotlight what really matters, and give you a clearer picture of where marketing’s headed next.
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- AI: Beloved by Marketers, Viewed with Side-Eye by Consumers
Every single CMO surveyed is using AI.
That’s right, 100%!
That’s not a trend, that’s a takeover. Whether it’s generating content, analysing data, or automating email campaigns, AI is now a core part of the marketing toolkit. CMOs love the results too: 75% report better-quality content, and 70% say they’re getting sharper analysis.
But, and it’s a big but – consumers are not quite onboard. Only 34% are comfortable with brands using AI to create social content, and just 38% are okay with AI-generated ads.
Key takeaways for marketers:
- You’ve probably heard this before, but just because we can automate doesn’t mean we should – at least not without a human touch. Keep your AI-powered content grounded in creativity, and be transparent with audiences about how and why you’re using it.
- Prioritize AI literacy by upskilling marketing teams through workshops on AI ethics and practical applications.
- Start small – test AI in low-risk areas like A/B testing and personalisation before scaling up.
- Brand Activism: Do Something—But Do It Well
Nearly half (48%) of US consumers want or expect brands to take a public stance on social or political issues.
And Gen Z? They’re demanding it, with 67% expecting brands to speak up.
CMOs aren’t shying away. In fact, 96% say environmental responsibility is important to their brand identity, and 94% say the same about Diversity, Equity, and Inclusion (DEI). But here’s the tightrope: brands must avoid performative posturing and align their activism with core values and actual business practices.
Key takeaways for marketers:
- Make your activism credible. Whether it’s championing fair wages, mental health, or climate action, show receipts. Share impact stories, partner with credible organisations, and keep your campaigns grounded in the reality of your company’s operations.
- Ensure brand activism aligns with company values and is backed by measurable action (e.g. supply chain sustainability tracking).
- Invest in transparent communication, using data-driven storytelling to prove impact. want or expect brands to take a public stance on social or political issues.
- Measurement Matters (A Lot)
There’s nothing like proving a good ROI to quiet the boardroom doubters. The report shows that 73% of CMOs who use market research enjoy full stakeholder buy-in, compared to just 57% of those who don’t.
Yet, nearly 1 in 5 CMOs say leadership is only somewhat or not at all invested in their role.
Translation? You could have the best strategy in the world, but if you can’t prove it works, you’ll be stuck on the sidelines with a saturated budget and a blank whiteboard.
Key Takeaways for Marketers:
- Integrate market research into your campaign planning and post-campaign reporting. Don’t just track clicks – measure shifts in perception, awareness, and sentiment. And use that data to win hearts, minds, and, of course, budgets.
- Use research-backed insights to strengthen your case when presenting to leadership.
- Don’t rely solely on digital metrics – layer qualitative feedback and perception tracking.
- Regularly share ROI reports with stakeholders to reinforce marketing’s strategic role.
- Treat market research as an ongoing feedback loop, not a one-off exercise
- Social Media: Still King, But the Throne’s Getting Crowded
While friends and family still hold the top spot for brand discovery (40%), social media is hot on their heels (38%). Unsurprisingly, platforms like Facebook, YouTube, Instagram and TikTok are where the magic happens. In fact, 79% of US consumers engage with brands on social media in some form.
Key Takeaways for Marketers:
- Don’t split your brand’s identity between “serious” for B2B and “fun” for B2C. Embrace consistency across channels. Social media is a frontline storytelling tool – so use it to humanise your brand, share thought leadership, and interact meaningfully with both audiences.
- Focus on storytelling and community-building, not just promotion.
- Monitor platform trends, but don’t chase them blindly – align content with strategy.
- Encourage interaction through relatable, value-led content that speaks directly to your audience’s interests.
- Budgets: Big Expectations, Small Wallets
80% of CMOs are battling budget constraints. Some say their spend is already maxed out. Others are forced to make constant reallocations or simply admit: “we’re doing more with less.”
This isn’t just a story of shrinking budgets – it’s about earning your seat at the table. CMO’s who demonstrate results through KPIs like brand awareness (66%), engagement (56%) and sales (53%) stand a better chance of surviving the next budget review.
Key Takeaways for Marketers:
- Build a business case. Prove marketing isn’t just a cost centre – it’s a growth engine. Use market research, integrated reporting, and clear KPI dashboards to tell that story. And when in doubt, tie every campaign back to business outcomes.
- Prioritise transparency in reporting and clearly link marketing outcomes to business goals.
- Use a consistent measurement framework to track effectiveness across all channels.
- Advocate for more flexibility in budgets by showing where marketing drives ROI.
- Reframe budget conversations around strategic impact – not just spend.
Check out the report on the Censuswide website for further details.
Bonus Round: B2B vs. B2C – Two Worlds, Same Rules
- B2B marketers are more likely to have stakeholder buy-in (74% vs 63% in B2C)
- B2C marketers face sharper budget challenges and are less likely to track sales directly
- But both camps rely on AI – and both need to balance tech innovation with trust-building
Whether you’re selling sneakers or SaaS, the rules of engagement are the same: transparency, empathy, measurement, and adaptability.
Final Thought: Marketing in 2025 Isn’t Necessarily Harder – It’s Just Different
The Voice of the US CMO report makes one thing clear: marketing today is less about shouting loud, and more about listening well, showing up authentically, and proving your worth.
Your audience is smarter. Your stakeholders are savvier. Your toolkit is richer (AI). But at the end of the day, great marketing still comes down to great storytelling, backed by insights and driven by purpose.
So here’s the big question: Is your brand just keeping up – or leading the way?
