The Marketing Trends 2025 report, conducted by Kantar, gathers the main marketing trends for this year and provides insights on which pillars brands and professionals interested in engaging with the contemporary consumer should observe. Reading the content reveals that sustainability, live streaming, and generative artificial intelligence are some of the innovations present in this reading of behavioral and attitudinal data in a scenario characterized by social, demographic, regulatory, legislative changes, and rampant technological advances – to say the least. However, it is the issue of age transformation that we intend to focus on, analyzing how this key to understanding can be applied in reading each of the 10 trends.
The choice to analyze how each trend can be applied in the relationship with the mature consumer – within the perspective of riding the Silver Economy wave – is guided by the expertise of MV Marketing, the first digital agency specialized in the 50+ audience. In our experience and faced with Brazil’s age change, ignoring this segment is neglecting an opportunity to be in a market that globally moved 15 trillion in 2020, according to the Longevity Report of Fundação Dom Cabral (FDC). Below, we explore how each trend interacts with the silver market and explain how the agency addresses solutions for our clients.
Trend #1 | Safety at the forefront with Generative AI
With the rise of generative artificial intelligence, the security and relevance of training data become crucial. MV Marketing trains the agency’s AI based on Longevity Literacy – eliminating stereotypes and building inclusive narratives for the 50+ audience. This training ensures more respectful and authentic interactions, combating ageist prejudices still present in communication.
Trend #2 | Sustainability as a central point
According to Kantar, 87% of Brazilians desire a more sustainable lifestyle and 56% of consumers boycott companies that do not commit to the topic. Sustainability already contributes R$1.1 trillion to the value of the top 100 global brands, but many companies still need to make their actions more relevant to consumers. The 50+ audience is particularly engaged in this cause and seeks brands that share their values. MV reinforces the importance of authentic sustainable actions – and supports clients in developing them to generate trust and connection, especially with mature consumers.
Trend #3 | Inclusion as an imperative for growth
Kantar highlights that inclusion will be essential for brand growth in 2025. In Brazil, 76% of the population believes that companies have an obligation to make society fairer, a percentage above the global average. Despite this, many brands still underestimate the impact of inclusion. Not investing in diverse communities generates a potential loss of R$ 1.9 trillion in purchasing power. The Longevity Literacy, conducted by MV, guides brands to authentically represent this audience, exploring their autonomy and influence.
Integrating age diversity into inclusive actions is an opportunity for differentiation and impact. By 2025, brands that embrace all generations, especially the 50+ audience, will be better positioned to grow in a rapidly aging world. Inclusion is not only a social responsibility but a strategic path to relevance and solid results.
Trend #4 | More authentic and relevant social networks
Once again, we are talking about authenticity. Effective campaigns for the 50+ audience on social networks require representation, utility, and truth. MV relies on humanized messages, positive images, and real stories to capture this group’s attention. By building relationships based on trust and empathy, we help brands stand out in an increasingly competitive digital environment.
Trend #5 | The challenge of population slowdown
With the deceleration of population growth – a decline is projected by the end of the century – brands will face an unprecedented challenge: to gain greater market share in a world with fewer consumers. Late marriages, smaller households, and changes in consumption patterns among older groups make the scenario even more complex, requiring innovative strategies to stand out. In this context, the 50+ audience becomes essential for brands that wish to maintain relevance. MV provides insights on the profiles and behaviors of the new maturity, helping brands create products and services aligned with the needs of this segment.
Trend #6 | The era of fragmented video formats
Video consumption diversifies across platforms such as broadcast TV, streaming, and ad-based services. MV Marketing advocates for a personalized approach to the mature audience, with clear and humanized messages, accessible visual elements, and intergenerational content that promote meaningful connections.
Trend #7 | Creator communities as strategic allies
Communities of creators are a powerful bridge to connect brands with consumers. In themes like sports, beauty, or longevity, these creators build trust and drive the audience’s predisposition towards brands. By 2025, success will depend on aligning creators’ content with companies’ strategies, ensuring consistent resonance across various channels. MV argues that companies need to change their approach to relating to content creators, especially those representing the mature generation. Instead of imposing their messages, brands should learn from creators, recognizing them as authentic representatives of their communities. This relationship should be collaborative, offering support to creators and valuing their voices and experiences. Supporting them means contributing to strengthening their narratives and, at the same time, learning from their insights about the mature public. Creators of this generation bring valuable understanding of the needs, desires, and values of their peers, making them strategic allies to build genuine connections and strengthen brand trust.
This mindset shift turns creators into valuable partners who enhance the impact and authenticity of campaigns. Investing in this collaboration is essential for brands looking to grow sustainably, respecting and engaging diverse communities.
Trend #8 | Innovation as a growth lever
Innovation needs to cater to different generations. Features aimed at the mature audience often benefit all ages. For established brands facing growth challenges, innovation will be the key to unlocking new opportunities in 2025. Those who explore new spaces may double their chances of growth, especially when they reimagine their offerings and identify alternative revenue streams. The vision of MV Marketing is that innovation should start with developing products that cater to different generations. Specific features for the mature audience can also benefit all ages, creating universal solutions. A classic example is the microwave, which was originally designed to offer safety to the elderly and over time became indispensable in homes of all generations. This inclusive approach ensures relevance and expands the potential market.
Images and intergenerational content also play an efficient role in communication. Campaigns that connect different generations have a significant impact, reinforcing that it is not necessary to isolate the 50+ audience in exclusive groups. On the contrary, integrating this audience into broader narratives promotes meaningful connections and strengthens brand perception. The strategic planning of MV Marketing offers a detailed diagnosis of the market and target audience, providing insights for brands, defining clear goals, and tailor-made strategies. This dynamic process considers constant changes in the market and business environment, ensuring that brands are prepared to innovate and grow. By 2025, companies that incorporate intergenerational innovation into their products and strategies will be at the forefront of a market that values inclusion, creativity, and universal solutions.
Trend #9 | Live streams with purpose
Live streams continue to stand out as a powerful tool for engagement and sales. In 2025, live commerce promises to play an even more relevant role, especially for fast-moving items. However, all sectors can benefit by adapting this approach to their characteristics and target audience. The experience of the team at MV Marketing – built through data analysis and performance of digital campaigns over the years – shows that, in addition to authenticity, representativeness, and expert endorsement, it is essential for brands to awaken sometimes unnoticed needs in the mature public. An example of this is adapting homes to promote security, comfort, and connectivity – needs that are often not perceived until something happens, like a fall or social isolation.
Telling reality spontaneously and combining these reports with statistical data is an effective way to awaken these needs. Live streams can be an excellent channel to share impactful news and present solutions that meet these demands, creating emotional connections and encouraging practical actions. By incorporating these strategies, brands can use live streams not only as a sales medium but as a platform to build trust, educate, and engage with the 50+ audience. In 2025, companies that explore this format with authenticity and relevance will be better positioned to grow and positively impact their consumers.
Trend #10 | Evolving Retail Media Network
Retail Media Networks (RMNs) are transforming the way brands and consumers interact. With targeted and personalized ads on retailer websites, apps, external partner media, and digital displays in stores, they enable more precise and effective campaigns. By collaborating with retailers and using first-party data, marketers can optimize spending and increase the effectiveness of their campaigns, reaching audiences more relevantly. At MV Marketing, we understand that personalization is the best approach to communicate with the 50+ consumer. However, to achieve this ideal, it’s essential to combat ageism that puts the mature audience in a homogeneous mass. The Brazilian market – especially among consumers aged 50 and over – displays a diversity that is often underestimated. To stand out in the silver market, it is vital to recognize and embrace this maturity plurality.
With this structured approach, we help brands explore the full potential of RMNs, creating optimized campaigns that resonate with different profiles of Brazilian maturity. In 2025, brands that value and integrate this diversity will be more prepared to lead and positively impact the market.
Camilla Alves | Co-founder of MV Marketing, has been working in the Silver Economy since 2018. Specialized in digital marketing and data analytics – with over 10 years of experience – Camilla has a degree in Business Administration and a master’s degree in Data-Driven Marketing, with a specialization in Data Science, from Nova Information Management School (Nova IMS), at Universidade Nova de Lisboa, in Portugal. She started her career in administration and later transitioned to digital marketing at Endeavor Brasil.
Bete Marin | Co-founder of MV Marketing, has been an entrepreneur in the Silver Economy since 2015. Specializing in strategic planning, integrated communication, and events, she has over 30 years of experience. Bete has a degree in Marketing, postgraduate studies in Gerontology (Albert Einstein Institute), in Communication (ESPM), and an MBA in Marketing from Fundação Getulio Vargas (FGV). She began her career in large companies and consolidated her professional growth at Gerdau, being responsible for product promotion and advertising in Brazil.
