The report Marketing Trends 2025, conducted by Kantar, compiles the key marketing trends for this year and highlights insights on which pillars brands and professionals interested in engaging with contemporary consumers should focus. 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 marked by social, demographic, regulatory, legislative changes, and unchecked 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 interpreting each of the 10 trends.
The choice to analyze how each trend can be applied in engaging with mature consumers—within 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 aging population, ignoring this segment is neglecting an opportunity to be in a market that moved, globally, 15 trillion in 2020, according to the Longevity Report by Fundação Dom Cabral (FDC). Below, we explore how each trend connects with the silver market and share how the agency provides 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. The 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-related 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 world’s 100 largest brands, but many companies still need to make their actions more relevant to consumers. The 50+ audience 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 build 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 companies have an obligation to make society fairer—a rate above the global average. Despite this, many brands still underestimate the impact of inclusion. Not investing in diverse communities results in a potential loss of R$ 1.9 trillion in consumer 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. In 2025, brands that embrace all generations, especially the 50+ audience, will be better positioned to grow in an aging world. Inclusion is not just social responsibility but a strategic path to relevance and solid results.
Trend #4 | More Authentic and Relevant Social Media
Again, we’re talking about authenticity. Effective campaigns for the 50+ audience on social media require representation, utility, and truth. MV focuses on humanized messages, positive imagery, 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 population growth slowing—a decline is expected by the end of the century—brands will face an unprecedented challenge: gaining 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 seeking to maintain relevance. MV provides insights on the profiles and behaviors of the new maturity, helping brands create products and services aligned with this segment’s needs.
Trend #6 | The Era of Fragmented Video Formats
Video consumption diversifies across platforms like open TV, streaming and ad-based services. The MV Marketing advocates for a personalized approach for the mature audience, with clear and humanized messages, accessible visual elements, and intergenerational content that promotes meaningful connections.
Trend #7 | Creator Communities as Strategic Allies
Creator communities are a powerful bridge to connect brands with consumers. In topics like sports, beauty, or longevity, these creators generate trust and boost audience predisposition toward brands. In 2025, success will depend on aligning creator content with company strategies, ensuring consistent impact across various channels. MV argues that companies must change their approach when 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 strengthening their narratives while learning from their insights about the mature audience. Creators from this generation bring valuable understanding of the needs, desires, and values of their peers, making them strategic allies for building genuine connections and strengthening brand trust.
This mindset shift transforms creators into valuable partners who amplify campaign impact and authenticity. Investing in this collaboration is essential for brands aiming to grow sustainably, respecting and engaging diverse communities.
Trend #8 | Innovation as a Growth Lever
Innovation must serve different generations. Features aimed at the 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 growth chances, especially when reimagining their offerings and identifying 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, originally designed for the elderly’s safety and later becoming indispensable in households of all generations. This inclusive approach ensures relevance and expands the potential market.
Intergenerational imagery and content also play an efficient role in communication. Campaigns connecting different generations have a significant impact, reinforcing that isolating the 50+ audience in exclusive groups is unnecessary. On the contrary, integrating this audience into broader narratives promotes meaningful connections and strengthens brand perception. MV Marketing’s strategic planning offers a detailed market and target audience diagnosis, enabling insights for brands, clear goal setting, and customized strategies. This dynamic process considers constant market and business environment changes, ensuring brands are prepared to innovate and grow. In 2025, companies incorporating intergenerational innovation into their products and strategies will lead a market that values inclusivity, creativity, and universal solutions.
Trend #9 | Live Streaming with Purpose
Live streaming continues to stand out as a powerful engagement and sales tool. In 2025, live commerce promises 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 team—built through years of data analysis and digital campaign performance—shows that beyond authenticity, representation, and expert endorsement, it is essential for brands to uncover needs sometimes overlooked by the mature audience. An example is adapting homes for safety, comfort, and connectivity—needs often not realized until an incident occurs, like a fall or social isolation.
Spontaneous storytelling combined with statistical data effectively awakens these needs. Live streaming can be an excellent channel for sharing impactful updates and presenting solutions, creating emotional connections and encouraging practical actions. By incorporating these strategies, brands can use live streaming not just for sales but as a platform to build trust, educate, and engage the 50+ audience. In 2025, companies exploring this format authentically and relevantly will be better positioned to grow and positively impact consumers.
Trend #10 | Evolving Retail Media Networks
Retail media networks (RMN) are transforming how brands and consumers interact. With targeted and personalized ads on retailer sites, apps, partner media, and displays digitais em lojas, elas possibilitam campanhas mais precisas e eficazes. Ao colaborar com varejistas e utilizar dados primários, profissionais de marketing conseguem otimizar gastos e aumentar a eficácia de suas campanhas, alcançando públicos com maior relevância. Na MV MarketingWe understand that personalization is the best approach to communicate with the 50+ consumer. However, to achieve this ideal, we must first combat ageism that places the mature audience in a homogeneous mass. The Brazilian market – especially among consumers aged 50 or older – 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 RMNs (Retail Media Networks), creating optimized campaigns that engage with different profiles of Brazilian maturity. 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, she has worked 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 in Data-Driven Marketing, specializing in Data Science, from Nova Information Management School (Nova IMS) at Universidade Nova de Lisboa in Portugal. She began her career in administration and later transitioned to 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, with postgraduate studies in Gerontology (Albert Einstein Institute), Communication (ESPM), and an MBA in Marketing from Fundação Getulio Vargas (FGV). She started her career in large companies and solidified her professional growth at Gerdau, where she was responsible for product promotion and advertising in Brazil.
