How to read the 10 marketing trends for 2025 through the silver consumer lens

The report Marketing Trends 2025, led by Kantar, brings together the main marketing trends for this year and points out actionable insights, on which pillars should be observed by brands and professionals interested in dialogue with the contemporary consumer. The reading of the content reveals that sustainability, live transmission 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 and technological advances rampant to say the least. But it is on the issue of age transformation that we intend to stop, analyzing how this key of 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 ¡n the perspective of surfing the wave of Silver Economy ̄ is guided by the expertise of the MV Marketing50+. In our experience and in the face of the age change in Brazil, ignoring this segment is to neglect an opportunity to be in a market that has moved, globally 15 Trillion in 2020, according to the Dom Cabral Foundation Longevity Report (FDC). Next, we explore how each trend dialogues with the silver market and we count on how the agency addresses solutions for our clients. 

Trend #1 | Foreground security with Generative AI

With the rise of generative artificial intelligence, the safety and relevance of training data becomes crucial MV Marketing trains the agency's AI based on Longevity Literacy 50+, eliminating stereotypes and building inclusive narratives for the public. This training ensures more respectful and authentic interactions, combating age prejudices still present in communication.

Trend #2 | Sustainability as a central point

According to Kantar, 87% of Brazilians want a more sustainable lifestyle and 56% of consumers boycott companies that do not commit to the theme. Sustainability already contributes with 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+ public is especially engaged in this cause and seeks brands that share their values. MV reinforces the importance of authentic sustainable actions ¡ ̄ and supports customers in developing them so that they generate trust and connection, especially with mature consumers.

Trend #3 | Inclusion as a growth imperative

Kantar points out that inclusion will be essential for the growth of brands in 2025. In Brazil, 76% of the population believes that companies have the obligation to make society fairer, an index above the global average. Despite this, many brands still underestimate the impact of inclusion. Not betting on diverse communities generates a potential loss of R$ 1.9 trillion in consumption power Literacy in Longevity led by MV, it guides brands to represent this audience with authenticity, 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.

Trend #4 | Most authentic and relevant social networks

Effective campaigns for 50+ audiences on social networks require representation, utility and truth. MV bets 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 down, and a decline is expected by the end of the 1ST century, brands will face an unprecedented challenge: gaining greater market share in a world with fewer consumers. Late marriages, smaller homes and changes in consumption patterns of 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 want to maintain relevance. MV provides actionable insights, on the profiles and behaviors of the new maturity, helping brands to create products and services aligned with the needs of this segment.

Trend #6 | The era of fragmented video formats

Video consumption diversifies on platforms such as open television, television streaming and ad-based services. A MV Marketing it advocates a personalized approach to mature audiences, with clear, humanized messaging, accessible visuals, and intergenerational content that fosters meaningful connections.

Trend #7 | Communities of creators as strategic allies

Creators communities are a powerful bridge to connect brands to consumers. In topics such as sports, beauty or longevity, these creators generate trust and boost the public's predisposition towards brands. In 2025, success will depend on aligning creators' content with companies' strategies, ensuring a consistent repercussion in several channels. MV argues that companies need to change their own approach by relating to content creators, especially those who represent the mature generation.Instead of imposing their messages, brands must learn from creators, recognizing them as authentic representatives of their communities.

This change in mindset turns creators into valuable partners that amplify 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 growth lever

Innovation needs to serve different generations. Features geared towards mature audiences often benefit all ages. For established brands facing growth challenges, innovation will be the key to unlocking new opportunities in 2025. Those exploring new spaces can double their chances for growth, especially when reimagining their offerings and identifying alternative revenue streams MV Marketing innovation must begin in the development of products that serve different generations. Specific features for the mature public can also benefit all ages, creating universal solutions. A classic example is the microwave, which was originally designed to offer safety to the long-lived public 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 efficient role in communication. Campaigns that connect different generations have 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 significant connections and strengthens brand perception. The strategic planning of MV Marketing offers a detailed diagnosis of the market and the target audience, allowing actionable insights, for brands, clear goal setting and tailored 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 broadcasts with purpose

Live broadcasts continue to stand out as a powerful engagement and sales tool.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 the target audience MV Marketing ''built through data analysis and digital campaign performance over the years ''It shows that, in addition to authenticity, representativeness and expert endorsement, it is essential that brands arouse needs sometimes unnoticed by the mature public.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.

Telling reality spontaneously and combining these reports with statistical data is an effective way to awaken these needs. Live broadcasts can be an excellent channel to share impactful current affairs and present solutions that meet these demands, creating emotional connections and encouraging practical actions. By incorporating these strategies, brands can use live broadcasts not only as a means of sales, but as a platform to build trust, educate and generate engagement with the public 50+. By 2025, companies that exploit 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 (RMN) are transforming the way brands and consumers interact with targeted and personalized ads on retailer websites, apps, external partner media, and more displays digital in stores, they enable more accurate and effective campaigns. By collaborating with retailers and using primary data, marketers can optimize spending and increase the effectiveness of their campaigns, reaching audiences with greater relevance MV Marketing, we understand that personalization is the best approach to communicate with the consumer 50+. However, to reach this ideal, first you need to combat the etarism that puts the mature public in a homogeneous mass. The Brazilian market 'especially among consumers aged 50 years or more 'displays a diversity often underestimated. To stand out in the silver market, it is vital to recognize and embrace this plurality at maturity.

With this structured approach, we help brands explore the full potential of NMRs, creating optimized campaigns that dialogue with different profiles of Brazilian maturity.In 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 been working in Silver Economy since 2018. Specialist in digital marketing and data analytics & with more than 10 years of experience (Camilla holds a degree in Business Administration and a Master's degree in Data-Driven Marketing, with a specialization in Data Science, by Nova Information Management School (New IMS), of Universidade Nova de Lisboa, Portugal. She started her career in the administrative area and later migrated to digital marketing at Endeavor Brazil.

Bete Marin | Co-founder of MV Marketing, she is an entrepreneur in Silver Economy, since 2015. Specialist in strategic planning, integrated communication and events, she has more than 30 years of experience. Bete has a degree in Marketing, postgraduate in Gerontology (Albert Einstein Institute); in Communication (ESPM); and has an MBA in Marketing from the Getulio Vargas Foundation (FGV). She started her career in large companies and consolidated professional growth at Gerdau, being responsible for the area of promotion and advertising of products in Brazil.