In a scenario of accelerated transformations, marketing is increasingly shaped by technological innovations, changes in consumer behavior, and social demands for responsibility and inclusion, with new opportunities and challenges emerging every year for companies seeking to stand out and consolidate their brands in a highly competitive market. According to the Marketing Trends 2025 study published by Kantar, the coming year will be no different, and companies will need to go beyond traditional strategies to capture the attention and loyalty of their audiences.
Marketing and business strategy expert Frederico Burlamaqui highlights that to navigate this dynamic environment, companies must go beyond the basics and embrace innovative solutions. “It’s not just about adopting new tools or technologies. The real differentiator will be how brands can balance the use of technology with building genuine and lasting connections with their consumers,” says Burlamaqui.
The market also demands a more ethical and inclusive approach, and in 2025, companies that can align their growth with social responsibility and customer-centered experiences will stand out. “The issue isn’t just adapting to trends but understanding how these changes can be strategically applied to create value for all stakeholders. At the same time, consumers are more demanding, valuing authentic, personalized experiences aligned with their values, such as sustainability and inclusion,” he comments.
Key marketing trends according to Kantar’s Marketing Trends 2025 study:
1- Advanced personalization and generative AI
Personalized marketing will remain a priority but now with the power of Artificial Intelligence (AI). Generative AI tools, such as advanced chatbots and content creation platforms, will enable more dynamic campaigns tailored to individual consumer preferences. An example is emails that ‘converse’ with the customer, anticipating their needs based on historical data. “Personalization has gone from being a luxury to a necessity. With generative AI, companies can not only segment their audience but also create more human and engaging interactions, even at scale,” states Burlamaqui.
2 – Interactive and immersive content
User experience will be even more critical. Technologies like Augmented Reality (AR) and Virtual Reality (VR) are gaining traction, allowing consumers to interact with products before purchasing. Think of a customer virtually testing a sofa in their living room via an app, for example. “Immersion is the new frontier of marketing. Brands that can offer experiences combining technological innovation and practical relevance create lasting emotional bonds with their consumers,” explains the expert.
3 – Sustainable marketing
Sustainability is no longer a differentiator but a requirement. Consumers are more attentive to product origins and brand practices. Companies investing in transparency, such as traceable supply chains and eco-friendly packaging, will have a better chance of gaining consumer trust and loyalty. “Being sustainable is more than an ethical choice; it’s a strategic movement. Brands leading this transformation will reap the benefits of stronger relationships with increasingly conscious consumers,” says Burlamaqui.
4 – Rise of short-video platforms
The success of platforms like TikTok and Reels shows that short, impactful videos will remain a primary engagement tool. Brands should focus on quick, creative narratives that instantly communicate values and benefits. “Short videos are the new ‘digital billboard.’ To stand out, brands must be authentic and impactful in just seconds. Creativity here is a key differentiator,” emphasizes the expert.
5 – Online communities and micro-influencers
Consumers seek connection. Brands investing in creating authentic communities, whether through social media groups or exclusive forums, will see higher engagement. Additionally, using micro-influencers, who have smaller but more engaged audiences, will be an effective strategy to build trust and drive sales. “Micro-influencers are the new word-of-mouth. They have credibility and closeness with their followers, making them strategic partners for brands seeking genuine conversions,” says Burlamaqui.
6 – Focus on hybrid experiences
With the return of in-person interactions, brands must cohesively integrate online and offline experiences. An example is using QR codes at physical events to offer exclusive content or instant discounts. “Integrating physical and digital creates memorable experiences. A brand’s ability to seamlessly navigate these two worlds will be a competitive edge in 2025,” explains the expert.
7 – Growth of retail media networks
Retailers’ media networks will solidify as vital channels, allowing brands to access direct, real-time purchase behavior data, enhancing campaigns and increasing ROI. “Retail media networks represent a silent revolution in marketing. They offer something previously inaccessible: direct and immediate insight into consumer behavior at the point of purchase. Brands that integrate this data into their strategies will gain a significant competitive advantage,” comments Burlamaqui.
8 – Consumer digital well-being
With growing awareness of digital and mental well-being, consumers expect brands to offer less invasive experiences that respect digital wellness. This means subtler ads and reducing strategies that push relentless consumption. “We’re entering the era of responsible marketing. Respect for digital well-being isn’t just ethical; it’s strategic. Consumers value brands that balance commercial interests with practices that respect their space and mental health,” explains the expert.
9 – Diversity and inclusion
Diversity and inclusion remain essential for brands seeking to connect with consumers from diverse backgrounds. Authenticity and representation in campaigns are key to earning consumer trust. “Diversity can’t just be an advertising theme; it must be in the brand’s DNA. Authentic campaigns that genuinely reflect inclusive values create deep, lasting emotional connections with audiences,” states Burlamaqui.
10 – Customer protagonism and co-creation
Brands that involve consumers in the creative process strengthen loyalty, with co-creation being a powerful way to engage audiences and turn customers into brand advocates. “In 2025, the big challenge will be combining technology, purpose, and innovation to create memorable campaigns and strengthen market presence. Following trends isn’t enough; they must be applied strategically and consistently,” concludes the expert.
