Braze, the global leader in customer engagement platforms, 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 survey that maps the main challenges and opportunities for marketing professionals in 2025.
For five years, Braze has conducted its Global Customer Engagement Survey to identify emerging trends in marketing. The 2025 edition, conducted in partnership with Wakefield Research, surveyed 2,300 leaders across 18 countries. The report highlights three essential fronts to strengthen consumer bonds: adapting messaging, building trust through transparency, and enhancing experiences with artificial intelligence. Meanwhile, 85% of marketing executives express concern about the relevance of their communications.
In Latin America, the data reveals a promising scenario. About 69% of marketing professionals in the region exceeded their revenue targets in the last 12 months, a performance aligned with more mature markets like Europe and the United States. Messaging apps also remain popular: 43% of leaders report using or planning to use these channels in 2025, solidifying them as favorites ahead of email and SMS in direct consumer communication strategies.
Purpose-driven personalization is a competitive differentiator
Beyond automation, advanced personalization requires trust, transparency, and emotional connection with consumers. According to the report, 60% of brands that exceeded their revenue targets in 2024 were highly committed to creating emotional connections with their customers. In this scenario, the ability to understand consumers on an individualized level is no longer a differentiator but a strategic requirement for brands leading growth and market relevance.
Practical examples of personalization and engagement at scale were presented 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 intelligent use of data, automation, and personalized content drives concrete results and accelerates growth for the market’s most innovative brands.
Click here to view the full report.
