While two in three SMB owners struggled in the first quarter of 2025, the outlook looks positive with half of SMBs (50 per cent) describing their current feeling as optimistic, positive, excited or uplifted.
“Despite the challenges facing small businesses in 2025, it’s encouraging to see that optimism remains strong,” Marcus Marchant, CEO of VistaPrint, comments.
Social media and artificial intelligence do, however, appear to be crowding and muddying the waters. In addition to the SMB sentiment that AI makes it harder to stand out as a brand, slightly more SMB owners (44 per cent) believe social media does the same, according to VistaPrint’s 2025 SMB Report.
Of those concerned about AI, lack of human touch (26 per cent), data privacy and security risks (21 per cent) and accuracy of the information and data reported (21 per cent) ranked highest for the reasons for concern.
SMBs overwhelmingly believe (62 per cent) that AI generated content is, or has the potential to, dominate the content we see on social media and other media channels and almost half (48 per cent) say AI generated content makes it difficult to compete for share of voice.
Customer engagement, personalisation and authenticity appear to be the perfect antidote to the murky waters of increased social and AI content.
Two thirds of SMBs (66 per cent) say customer engagement and personalisation is the main way they differentiate their brand in an environment where social media and AI generated content is gaining popularity. Prioritising authentic storytelling (35 per cent) ranked the second most popular way to differentiate their brand.
In addition, physical marketing materials made the top three branding and marketing methods that SMBs say they are going to invest in most this year, along with digital marketing and social media.
“SMB owners are resourceful and they recognise that strong branding, personalised engagement, particularly the use of physical marketing materials that leave a lasting impression and authenticity, are key to standing out in today’s evolving landscape,” adds Marchant.
“At a time of rapid change, businesses that embrace adaptability and innovation will continue to thrive.”
Providing great customer service, being transparent about your practices and delivering an incredible product and service every time are the most effective ways to build brand trust according to SMB owners. Partnering with influencers ranked the least.
