Marketing Trends 2025 report , conducted by Kantar, gathers the main marketing trends for this year and points to insights on which pillars should be observed by brands and professionals interested in engaging with the contemporary consumer. Reading the content reveals that sustainability, live streaming, and generative artificial intelligence are some of the innovations present in this analysis of behavioral and attitudinal data in a scenario characterized by social, demographic, regulatory, and legislative changes, and by rampant technological advancements – to say the least. However, it is on the issue of age transformation that we intend to focus, analyzing how this key to understanding can be applied to the interpretation of each of the 10 trends.
The choice to analyze how each trend can be applied to the relationship with the mature consumer – from the perspective of riding the wave of the Silver Economy – is guided by the expertise of MV Marketing , the first digital agency specializing in the 50+ audience. In our experience, and given Brazil's changing age demographic, ignoring this segment is to neglect an opportunity to be in a market that globally generated 15 trillion in 2020, according to the Longevity Report from the Dom Cabral Foundation (FDC) . Below, we explore how each trend interacts with the silver market and explain how the agency addresses solutions for our clients.
Trend #1 | Security 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 age biases 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 issue. Sustainability already contributes R$ 1.1 trillion to the value of the 100 largest global brands, but many companies still need to make their actions more relevant to consumers. The 50+ demographic is especially 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 a growth imperative
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 more just, a rate 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 program, conducted by MV, guides brands to represent this audience authentically, 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+ demographic, will be better positioned to grow in a rapidly aging world. Inclusion is not just a social responsibility, but a strategic path to relevance and solid results.
Trend #4 | More authentic and relevant social networks
Again, we're talking about authenticity. Effective social media campaigns targeting the 50+ audience require representation, usefulness, and truth. MV focuses on humanized messages, positive images, and real stories to capture the attention of this group. 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 population growth slowing – and projected to decline by the end of the century – brands will face an unprecedented challenge: gaining a larger market share in a world with fewer consumers. Later marriages, smaller households, and changes in consumption patterns among older age groups make the scenario even more complex, demanding innovative strategies to stand out. In this context, the 50+ demographic becomes essential for brands that wish to remain relevant. MV provides insights into the profiles and behaviors of this 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 is diversifying across platforms such as broadcast television, streaming , and ad-supported services. MV Marketing advocates for a personalized approach for mature audiences, with clear and humanized messages, accessible visuals, and intergenerational content that fosters meaningful connections.
Trend #7 | Creator communities as strategic allies
Creator communities are a powerful bridge connecting brands to consumers. In areas such as sports, beauty, or longevity, these creators build trust and boost audience predisposition towards brands. By 2025, success will depend on aligning creator content with company strategies, ensuring consistent reach across multiple channels. MV argues that companies need to change their approach to engaging with 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 while simultaneously learning from their insights about the mature audience. Creators of this generation bring valuable understanding of the needs, desires, and values of their peers, making them strategic allies in building genuine connections and strengthening brand trust.
This shift in mindset transforms creators into valuable partners, amplifying the impact and authenticity of campaigns. Investing in this collaboration is essential for brands that want to grow sustainably, respecting and engaging diverse communities.
Trend #8 | Innovation as a driver of growth
Innovation needs to cater to different generations. Features geared towards a mature audience often benefit all ages. For established brands facing growth challenges, innovation will be key to unlocking new opportunities in 2025. Those exploring new spaces can double their chances of growth, especially when they reimagine their offerings and identify alternative revenue streams. MV Marketing is that innovation should begin with developing products that cater to different generations. Features specifically designed for a 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, has become indispensable in homes of all generations. This type of inclusive approach ensures relevance and expands the potential market.
Intergenerational images and content also play an effective role in communication. Campaigns that connect different generations have a great impact, reinforcing that it is not necessary to isolate the 50+ audience into exclusive groups. On the contrary, integrating this audience into broader narratives promotes meaningful connections and strengthens brand perception. MV Marketing's strategic planning offers a detailed diagnosis of the market and target audience, allowing for insights for brands, the definition of clear goals, and tailored strategies. This dynamic process considers constant changes in the market and the 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 | Purposeful Live Streaming
Live streaming continues to stand out as a powerful tool for engagement and sales. By 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 MV Marketing – built through data analysis and the performance of digital campaigns over the years – shows that, in addition to authenticity, representativeness, and expert endorsement, it is essential for brands to awaken needs sometimes unnoticed by the mature audience. An example of this is the adaptation of homes to promote safety, comfort, and connectivity – needs that are often not perceived until something happens, such as a fall or social isolation.
Sharing spontaneous accounts of reality and combining these stories with statistical data is an effective way to awaken these needs. Live streams can be an excellent channel for sharing impactful news and presenting solutions that meet these demands, creating emotional connections and encouraging practical action. By incorporating these strategies, brands can use live streams not only as a sales tool but also as a platform to build trust, educate, and generate engagement with the 50+ audience. By 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 how brands and consumers interact. With targeted and personalized ads on retailer websites, apps, external partner media, and displays , 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 more relevant audiences. At MV Marketing , we understand that personalization is the best approach to communicating with consumers aged 50+. However, to achieve this ideal, it is first necessary to combat the ageism that places the mature audience in a homogeneous mass. The Brazilian market – especially among consumers aged 50 and over – exhibits a diversity that is often underestimated. To stand out in the silver market, it is vital to recognize and embrace this plurality in maturity.
With this structured approach, we help brands explore the full potential of MNRs (Multi-Natural Reference Markets), creating optimized campaigns that resonate with different profiles of the Brazilian mature demographic. By 2025, brands that value and integrate this diversity will be better prepared to lead and positively impact the market.
Camilla Alves | Co-founder of MV Marketing, has been working in the Silver Economy since 2018. A specialist in digital marketing and data analytics – with over 10 years of experience –, Camilla holds a degree in Business Administration and a master's degree in Data-Driven Marketing, specializing in Data Science, from the Nova Information Management School (Nova IMS) at Nova University of Lisbon, Portugal. She began her career in administration and later moved into digital marketing at Endeavor Brazil.
Bete Marin | Co-founder of MV Marketing, she has been an entrepreneur in the Silver Economy since 2015. A specialist in strategic planning, integrated communication, and events, she has over 30 years of experience. Bete holds a degree in Marketing, a postgraduate degree in Gerontology (Albert Einstein Institute); a postgraduate degree 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, where she was responsible for product promotion and advertising in Brazil.
