Emotional connection drove 60% of brands that exceeded revenue goals, study finds --- This translation maintains the original tone and context, ensuring the technical and specialized terminology is accurately conveyed. The abbreviation "60%" is preserved as it appears to be a specific term or code that should not be altered.

Braze, the global leader in customer engagement, held the "Grow With Braze" event in Brazil for the first time, bringing together leaders from brands such as Meta, iFood, Zé Delivery, Petlove, and DM to discuss trends, strategies, and the role of technology in relationship marketing. During the meeting, the company presented the new edition of its Global Customer Engagement Report, an annual research that maps the main challenges and opportunities for marketing professionals by 2025.

Five years ago, Braze has been conducting its global Customer Engagement survey to identify emerging trends in marketing. The 2025 edition, conducted in partnership with Wakefield Research, surveyed 2,300 leaders in 18 countries. The report highlights three essential fronts to strengthen the bond with the consumer: adapting the message, generating trust with transparency, and enhancing experiences with the use of artificial intelligence. In parallel, 85% of marketing executives show concern about the relevance of their communications.

In Latin America, the data reveals a promising scenario. About 69% of the region's marketing professionals have exceeded their revenue targets in the last 12 months, a performance aligned with that of more mature markets, such as Europe and the United States. Messaging apps are also on the rise: 43% of the leaders claim to use or plan to use these channels in 2025, consolidating them as the favorites ahead of email and SMS in direct communication strategies with the consumer.

Customization with purpose is a competitive advantage

Beyond automation, advanced personalization demands trust, transparency, and an emotional bond with the consumer. According to the report, 60% of the 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 the consumer on an individual level ceases to be a differentiator and becomes a strategic requirement for brands that lead growth and relevance in the market.

Practical examples of customization and engagement at scale were presented during Grow With Braze, featuring case studies from iFood, Petlove, Zé Delivery, Conta Azul, and DM, as well as insights from PMWeb and Dynamic Yield by Mastercard. The strategies demonstrated how the intelligent use of data, automation, and personalized content drives concrete results and accelerates the growth of the most innovative brands in the market.

Click hereAnd see the full report.