A survey recently conducted by RD Station shows that 36% of companies still do not have well-defined marketing goals, and 75% failed to meet their targets last year. Over 1,800 marketing professionals from across Brazil were interviewed, and among them, 78% expressed growth expectations for 2024, while 49% reported receiving increased investments this year, boosting confidence in future development.
According to Rafael Michelucci, CEO of Grupo Unik, an innovative ecosystem offering comprehensive solutions in media, production, creativity, technology, and artificial intelligence, marketing is essential for connecting a brand with its target audience. “In an increasingly competitive and information-saturated landscape, a brand’s ideal positioning in 2025 goes beyond a well-crafted marketing strategy; it demands authenticity, purpose, and emotional connection. The companies that stand out will be those capable of creating meaningful and personalized experiences for consumers while demonstrating a genuine commitment to social and environmental values. Investing in strategic marketing and building a relevant brand identity is no longer optional but a vital necessity to grow and thrive in today’s market,” says Michelucci.
With this scenario in mind, Unik has outlined six tips to help your company approach marketing with confidence and direction. Check them out:
1. Measure community
Community measurement will be crucial. It’s no longer about big influencers with millions of followers—they’ve lost the ability to generate real authenticity. The focus will shift to micro-communities and creators with genuine impact—those who have an authentic, strong voice within highly engaged niches. These are the influencers who truly shape behaviors and turn metrics into tangible results for brands. In 2025, understanding real connections and trust-based relationships will be more relevant than simply measuring reach.
2. Creativity as the protagonist
Fortunately, we’re leaving behind the ‘beige’ era that tried to please everyone without personality. The future demands boldness, authenticity, and above all, originality. Generative AI will automate basic tasks, but it will be human creativity—with innovative insights and empathy—that stands out. Brands that take risks and embrace unconventional narratives will capture audience attention in a content-saturated world.
3. Storytelling
Storytelling will make a triumphant comeback—but with a new edge: authenticity and immersion. We need real stories that connect lived experiences with audience emotions. At its core, marketing is about making people believe they need something they didn’t even know they wanted. By 2025, this will translate into more engaging and immersive narratives, powered by technologies like Augmented Reality (AR) and Virtual Reality (VR). Stories won’t just be heard or read—they’ll be experienced.
4. Customers as co-creators
We’re already seeing glimpses of this in the influencer space, but in 2025, collaboration will reach new heights. Brands will make room for mass customization, inviting customers to contribute ideas, designs, and even campaigns. The era of one-sided brand messaging is over. Success will come from listening to the customer’s voice and letting them tell the product’s story through their own lens—adding meaning and authenticity to their communities.
5. Leave behind the ‘one-size-fits-all’ campaign
The ‘one-size-fits-all’ approach will be completely outdated. Identifying the audience will no longer be about demographics or traditional metrics. In 2025, it’ll be critical to understand values, beliefs, and behaviors—what truly matters to people. Segmentation based on deeper data will enable distinct storytelling on different channels, respecting each platform’s formats and languages. Moreover, more integrated omnichannel strategies will deliver consistent, personalized experiences, ensuring the right message reaches the right person at the right time.
6. It’s necessary to take a stand on real causes
Newer generations are increasingly critical and demand that companies take clear stances on real causes—climate change, inclusion, and social impact. By 2025, companies without genuine actions to contribute to a better world will lose relevance. Purpose and profit will go hand in hand, and consumers will support brands that, beyond offering quality products, share values aligned with their own.
These 2025 trends signal the start of a new era for brands—more human, more connected, and more creative. The path to success will lie in actively listening, constantly innovating, and co-creating with the audience, building authentic and impactful relationships.
