Autumn Budget 2025: What marketers need to know

The Autumn Budget isn’t just about numbers – it’s about strategy. Chancellor Rachel Reeves’ latest announcement sets the tone for the UK economy and introduces measures that will shape how businesses, consumers, and marketers operate in the months ahead.

For marketing leaders, understanding these changes is critical, not only to anticipate shifts in consumer behaviour, but to align organisational strategies with new opportunities and challenges. 

From apprenticeship funding to tax reforms, Wednesday’s Budget will influence hiring plans, marketing spend, and campaign priorities. Here’s what you need to know – and how to prepare. 

£1.5bn investment in young people

At the dispatch box, Chancellor Reeves revealed that the Government would invest £820m in young people over the spending review period as part of the Youth Guarantee. For marketing leaders, this means greater access to apprenticeships and training – an opportunity to build diverse, skilled teams tailored to organisational needs. 

This initiative was first introduced in the Get Britain Working white paper in November 2024.   

Aimed at tackling inactivity and unemployment, this investment will open doors for many young people, providing them with access to apprenticeship opportunities they might not otherwise have had. 

Reeves also announced £725m investment in the Growth and Skills Levy, which replaces the existing Apprenticeship Levy. 

This £1.5bn investment will remove financial barriers for SMEs and provide them with the funds to provide more development opportunities for junior individuals aspiring to be part of the marketing sector – a big breakthrough for businesses contending with tough economic conditions.  

This investment could also create more opportunities for individuals from disadvantaged backgrounds to pursue careers in marketing, driving social mobility and increasing the diversity of their teams, which will help to create more innovative teams and produce marketing that resonates with a wider audience.  

CMOs and other marketing leaders may look to capitalise on this Government investment by developing talent that is not only tailored to their organisation’s needs, but also equipped with a deep understanding of the business – strengthening their marketing team's performance. 

Gambling sector hit by tax rises

In her Budget speech, Reeves also announced a reform to gambling taxes, with remote gaming duty rising from 21% to 40% (from 2026) and general betting duty raised from 15% to 25% (from 2027). This could see marketing budgets in the gambling sector face significant pressure – demanding smarter, more efficient marketing campaigns. 

Although no changes have been made to remote bets on horseracing, this announcement remains a blow to the gambling industry, and presents a real challenge to marketers working in that field. 

As costs rise for gambling companies, marketers' budgets could shrink, forcing marketing teams to utilise fewer resources to drive revenue. In this environment, it’s more important than ever that marketers focus on building trust and delivering clear and responsible messaging.  

Mixed news for consumers

The Autumn Budget will reshape household finances as well as business strategies, influencing how much consumers will spend in the coming years. 

Key measures include an extended freeze on income tax thresholds until 2031, a move that will gradually pull millions into higher tax bands. From April 2027, the annual cash ISA allowance for under-65s will fall from £20,000 to £12,000, while over-65s keep the full £20,000 cash limit. 

A new mansion tax will take effect in 2028, adding an annual surcharge of £2,500–£7,500 on properties worth more than £2 million. Meanwhile, fuel duty remains frozen until September 2026, but will rise after that. 

On the positive side, scrapping the two-child benefit cap from April 2026 could boost spending among larger families – a welcome sign for retail and FMCG sectors. 

Inflation, meanwhile, is expected to reach 3.5% for this year, but will be 0.4% lower next year, according to the Office of Budget Responsibility (OBR). While households may feel pressure in the short term, falling inflation and targeted welfare reforms could improve consumer confidence by 2026. 

What next for marketers?

This Budget presents a real opportunity for CMOs, HR teams and organisations to consider their recruitment strategies.

Investing in young apprentices with the support of the Government could be a cost-effective way of building a marketing team and tailoring young individuals to ensure they meet and understand the organisation's needs.  

CMOs and senior marketers in sector such as gaming, meanwhile, may need to think of ways they can make the most of their marketing budget, which could be squeezed as a result of Wednesday's announcement from Reeves.

All businesses, meanwhile, will need to adapt their strategies in response to shifts in inflation and taxation, remaining agile while engaging authentically with their audiences to drive performance and demonstrate an understanding of customers’ financial situations.

CIM’s PA team will continue to monitor the latest political announcements, legislative developments and regulatory changes that will and are already affecting marketing professionals – and will update members accordingly.

To reach out to the team, please contact: pa@cim.co.uk.