Braze, the global leading customer engagement platform, held its first ‘Grow With Braze’ event in Brazil, bringing together leaders from brands like Meta, iFood, Zé Delivery, Petlove, and DM to discuss trends, strategies, and the role of technology in relationship marketing. During the event, the company presented the latest edition of its Global Customer Engagement Report, an annual research that maps the main challenges and opportunities for marketers in 2025.
For five years, Braze has conducted its Global Customer Engagement Survey to identify emerging marketing trends. The 2025 edition, conducted in partnership with Wakefield Research, surveyed 2,300 leaders across 18 countries. The report highlights three key strategies to strengthen customer relationships: message adaptation, building trust through transparency, and enhancing experiences with artificial intelligence. Meanwhile, 85% of marketing executives express concerns about the relevance of their communications.
In Latin America, the data reveals a promising scenario. Around 69% of regional marketers exceeded their revenue targets in the last 12 months, aligning with more mature markets like Europe and the U.S. Messaging apps also remain on the rise: 43% of leaders report using or planning to use these channels in 2025, establishing them as favorites over email and SMS in direct-to-consumer communication strategies.
Purpose-driven personalization is a competitive advantage
Beyond automation, advanced personalization requires trust, transparency, and emotional connection with consumers. According to the report, 60% of brands that exceeded their 2024 revenue targets were highly committed to creating emotional bonds with customers. In this context, the ability to understand consumers individually shifts from being a differentiator to a strategic requirement for brands leading growth and market relevance.
Practical examples of personalization and engagement at scale were showcased during Grow With Braze, featuring cases from iFood, Petlove, Zé Delivery, Conta Azul, and DM, along with insights from PMWeb and Dynamic Yield by Mastercard. The strategies demonstrated how smart use of data, automation, and personalized content drives tangible results and accelerates growth for the market’s most innovative brands.
Click hereto view the full report.
