6 Marketing trends that will transform business in 2025

The marketing landscape is undergoing significant transformations, driven by technological advancements and shifts in consumer expectations. To remain competitive, companies must be forward-thinking. With this in mind, marketing expert Gleyber Rodrigues, recognized for integrating innovative strategies and technological tools in the Brazilian and American markets, has outlined the 6 key trends that will guide marketing strategies in the coming years. See below:

1. Artificial Intelligence and Mass Personalization

Artificial Intelligence (AI) is revolutionizing marketing by enabling the analysis of large volumes of data to predict purchasing behaviors and personalize experiences in real-time. Machine learning tools facilitate the creation of highly effective campaigns tailored to individual consumer needs. It is estimated that by 2025, AI technologies will account for up to 80% of digital marketing interactions, including customer service and product recommendations.

2. Sustainability as a Strategic Pillar

Sustainability has become a priority for Brazilian consumers, with 87% expressing a desire to adopt a more sustainable lifestyle and 56% ceasing to purchase products from companies that do not invest in sustainable practices. In the very near future, brands are expected to view sustainability not just as an obligation, but as a differentiation opportunity. For this reason, incorporating sustainable practices and communicating them transparently will be essential to gaining consumer trust and loyalty.

3. Inclusion and Diversity as Growth Imperatives

Consumers expect brands to take on social responsibilities. Neglecting inclusion can result in significant losses, estimated at R$ 1.9 trillion, from failing to serve communities such as LGBTQ+, women, people with disabilities, and Black and Brown people. Promoting inclusion and diversity is not only an ethical matter but also a brand growth strategy.

4. Social Media and the Need for Innovation

By 2025, it will be crucial for brands to innovate in their approaches, creating platform-specific content and investing in creativity to engage users more effectively.

5. The Growth of Live Commerce

Live commerce has established itself as a powerful tool for connecting brands and consumers in real-time. Live streaming platforms such as Taobao Live, Douyin, and WeChat reach half of the Chinese population for entertainment and shopping, and some forecasts indicate that live streaming sales will account for 20% of total retail in the country by 2026. By 2025, this strategy may play a significant role in engaging viewers and encouraging purchases.

6. Data Privacy and Ethical Marketing

With increased data collection and stricter privacy regulations, ethical marketing will be one of the most important trends. Consumers are increasingly aware of how their data is used and demand transparency from brands regarding the collection and use of this information. Therefore, companies will need to be transparent about their data collection practices and offer users the ability to control their information.

Is your company adopting forward-thinking practices? Adapting to these trends is crucial for those seeking to maintain relevance and competitiveness in the market.