Conscious personalization and retail media: The big marketing trends in 2025 

With the advancement of technologies and the sophistication of digital tools, 2024 consolidated marketing practices marked by creative campaigns and innovative strategies.As brands become more dependent on data and artificial intelligence to connect with consumers, personalization has gained an unprecedented prominence.  

Marketing 2025 will require a more ethical and transparent approach, with brands worrying not only about the accuracy of data, but also how that data is managed and used. 

Brands will need to connect more deeply with consumers, offering authentic and privacy-respecting experiences.In addition, the use of e-commerce platforms as communication channels will be essential to win over the public at the time of the purchase decision, while creating content that brings real value to consumers will become increasingly crucial to building a relationship of trust. Check out what are the marketing trends for the coming year: 

1. Ethical customization

For All Set CEO Leopoldo Jeiressati, marketing is no longer limited to demographics. Analysis now involves deeply understanding the emotional and behavioral needs of consumers. “Brands have the challenge of connecting genuinely, but this is only possible when there is responsible management of the data collected”, the executive points out. With the increasing use of artificial intelligence, brands have access to a vast amount of information, but it is critical that they respect consumer privacy and consent. Sensitive data such as intimate health information or pregnancy tests require careful and transparent treatment. 

2. Retail media as strategic channel

Another big bet for 2025 is retail media, which is consolidating itself as a powerful channel for brands to connect directly with consumers at the time of the purchase decision.E-commerce platforms, such as Mercado Ads, have become strategic branding channels, and All Set, a pioneer in the in house model in Brazil, has helped brands such as Mercado Ads and Pepsico to explore these platforms. 

According to research by eMarketer, retail media investment is expected to grow 30% in 2025. “This trend offers a great opportunity for brands to connect with consumers in a more assertive and personalized manner”, explains Jeiressati, highlighting the importance of transparency in data use during this process. 

3. Use of smarter content

Marketing is also moving towards creating smarter content that adapts to consumer preferences and needs more dynamically.The focus is on developing content that is not only personalized but also more relevant and less invasive, taking better advantage of data to create communication that makes sense and generates real value. 

This move meets a growing desire of consumers for a more authentic and meaningful experience.“The future of marketing will depend on brands' ability to use data to create content that adds value while respecting consumer choices and privacy”, concludes Jeiressati. 

All Set, with its innovative approach and in-house model, is positioned as a reference in data management and ethical personalization. With consumers increasingly aware of corporate practices, 2025 promises to be a decisive year for brands seeking to balance technological innovation and social responsibility, achieving financial results combined with a positive impact on society.