The future of marketing is increasingly defined by the integration of technology, sustainability, and human connection. Kantar, a global leader in data, insights, and consulting, has published a report on the marketing trends for 2025, promising to reshape the landscape and set the course for the industry.
From artificial intelligence to the creator economy, here are the main marketing trends for 2025:
1. Generative AI in marketing campaigns
Generative Artificial Intelligence (GenAI) will be one of the main drivers of marketing in 2025. According to Kantar, 68% of marketers have a positive perception of its use, particularly in content creation and gaining key insights. However, there are significant challenges, and the consultancy highlights the following:
- Data trust: Ensuring transparency and the source of information will be essential to secure ethical and effective campaigns.
- Consumer mistrust: 43% of consumers still do not trust AI-generated ads, demanding brands to implement clear and responsible strategies.
Brands that master this technology will be better positioned to stand out in the competitive digital environment.
2. Sustainability, a top priority for marketing trends 2025
Sustainability will not only be a recurring theme but also a strategic obligation. According to Kantar, 93% of global consumers aim for a more sustainable lifestyle, but marketing in this area faces criticism for lacking depth and authenticity.
Key data from the report include:
- Economic impact: Sustainability already accounts for $193 billion in the value of the world’s top 100 brands.
- Business demand: 94% of marketers believe their sustainability strategies must be more ambitious by 2025.
To achieve this, brands must authentically connect with consumers, positioning sustainability as a growth driver.
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3. Video content in digital strategies
Video remains a fundamental channel in marketing, but the fragmentation between traditional TV and streaming is changing the game. According to Kantar’s analysis:
- 50% of consumers now primarily consume content via streaming.
- 55% of marketers plan to increase their investment in video-on-demand platforms.
The key for brands will be to personalize messages for different audiences and balance their budgets between traditional and digital media.
4. How will the creator economy impact brands?
The creator economy continues its exponential growth. According to Kantar, this industry is valued at $250 billion and could reach $480 billion by 2027. Content creators are now fundamental pillars of brand strategies due to their authenticity and ability to build trust in specific communities.
Brands collaborating with creators who share their values will have a significant competitive advantage, especially when targeting younger audiences.
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5. How does population decline affect brand growth?
Global population growth is slowing, with a rate below 1%. This presents challenges for marketing in 2025 as fewer new consumers mean a more competitive market. However, Kantar highlights the following key opportunities:
- Diversify: Targeting new segments and consumption moments can be an effective strategy.
- Premium: Adapting to consumers demanding higher quality and value-added products.
6. Inclusion, a central focus in marketing trends 2025
Inclusion and diversity are more than ethical values; they are fundamental to commercial success. According to Kantar, 80% of consumers say a brand’s stance on diversity and inclusion influences their purchasing decisions.
Additionally, the “Africanization” of the world—where one in four people globally is expected to be African by 2050—will open new opportunities for brands to connect with culturally diverse communities.
7. Livestreaming
Livestreaming is becoming a pillar of digital commerce, especially in markets like China, where it is expected to account for 20% of retail sales by 2026. This format not only drives immediate sales but also strengthens long-term consumer relationships.
Brands integrating livestreaming into their strategies can capture both immediate interest and long-term brand affinity.
8. Innovation
Innovation will be essential to maintain relevance in a saturated market. According to Kantar, examples like Oreo entering the ice cream market and Samsung exploring convenience stores demonstrate how brands are expanding their horizons to seize new opportunities.
However, these strategies require careful analysis to minimize risks and maximize the impact in new markets.
9. How are retail media networks transforming advertising?
Retail Media Networks (RMNs) are revolutionizing how brands reach their consumers. According to Kantar, these platforms enable:
- More precise analysis thanks to first-party data.
- Personalized and effective advertising, increasing the likelihood of conversion.
With 41% of marketers planning to increase their investment in RMNs, these networks are consolidating as an essential channel in marketing for 2025.
10. How will creativity in ads evolve?
Capturing consumer attention will be a greater challenge in 2025. According to Kantar, only 31% of consumers believe social media ads capture their interest, compared to 43% in 2023. This underscores the need to innovate in formats and narratives.
Brands must focus on ads that stand out with impactful visuals, appealing music, and emotional narratives that connect with their audiences.
2025 will be a year of profound transformations in marketing, where the integration of advanced technologies, sustainability, and human connection will be key.
