In a rapidly changing landscape, marketing is increasingly shaped by technological innovations, shifts in consumer behavior, and social demands for responsibility and inclusion, with new opportunities and challenges emerging each year for companies seeking to stand out and establish their brands in a highly competitive market. According to the Marketing Trends 2025 study released by Kantar, next year will be no different, and companies will need to go beyond traditional strategies to capture the attention and loyalty of their audiences.
The marketing and business strategy specialist, Frederico Burlamaqui, emphasizes that to navigate this dynamic environment, companies need to go beyond the basics and embrace innovative solutions. "It's not just about adopting new tools or technologies. the true differentiator will be how brands manage to 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 know how to combine their growth with social responsibility and a customer-centered experience will stand out. "The issue is not just about adapting to trends, but understanding how these changes can be strategically applied to create value for all parties involved. At the same time, consumers are more demanding, valuing authentic, personalized experiences aligned with their values, such as sustainability and inclusion," he comments.
Main marketing trends according to Kantar's Marketing Trends 2025 study:
1- Advanced Personalization and Generative AI
Personalized marketing will continue to be 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 of this is the emails that "converse" with the client, anticipating their needs based on historical data. "Personalization has ceased to be a luxury and has become a necessity. With generative AI, companies can not only target their audience but also create more human and engaging interactions, even at scale," says Burlamaqui.
2 – Interactive and immersive content
The user experience will be even more essential. Technologies such as Augmented Reality (AR) and Virtual Reality (VR) are gaining ground, allowing consumers to interact with products before purchasing them. Imagine a customer virtually testing a sofa in their living room through an app, for example.Immersion is the new frontier of marketing. Brands that are able to offer experiences that combine technological innovation and practical relevance create a lasting emotional bond with their consumers," explains the specialist.
3 – Sustainable marketing
Sustainability has ceased to be a differentiator and has become a requirement. Consumers are more attentive to the origin of products and brand practices. Companies that invest in transparency, such as traceable supply chains and eco-friendly packaging, will have a greater chance of gaining the trust and loyalty of the public.Being sustainable is more than an ethical choice; it is a strategic movement. The brands that lead this transformation will reap the benefits of a stronger relationship with increasingly conscious consumers," says Burlamaqui.
4 – Growth of short video platforms
The success of platforms like TikTok and Reels shows that short, impactful videos will continue to be one of the main forms of engagement. Brands should focus on quick and creative narratives that communicate values and benefits instantly. Short videos are the new 'digital billboard'. To stand out, brands need to be authentic and impactful in just a few seconds. Creativity here is a key differentiator, emphasizes the expert.
5 – Online communities and micro-influencers
The consumer seeks connection. Brands that invest in creating authentic communities, whether social media groups or exclusive forums, will have greater engagement. Furthermore, the use of 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 proximity 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 need to seamlessly integrate online and offline channels. An example is the use of QR codes at physical events to offer exclusive content or instant discounts. "The integration between the physical and digital creates memorable experiences. A brand's ability to seamlessly transition between these two worlds will be a competitive advantage in 2025," explains the expert.
7 – Growth of retail media networks
Large retailers' media networks will become a vital channel, allowing brands to access real-time purchase behavior data directly, enhancing campaigns and increasing return on investment (ROI). "Retail media networks represent a silent revolution in marketing. They offer something that was previously inaccessible: a direct and immediate understanding of consumer behavior at the moment of purchase. Brands that know how to integrate this information into their strategies will gain a significant competitive advantage," says Burlamaqui.
8 – Consumer digital well-being
With the increasing awareness of mental and digital health, the public expects brands to offer less invasive experiences and respect digital well-being. This implies more subtle advertising and a reduction in strategies that induce consumption exhaustively. "We are entering the era of responsible marketing. Respect for digital well-being is not only an ethical issue but also a strategic one. Consumers value brands that balance their commercial interests with practices that respect their space and mental health," explains the expert.
9 – Diversity and inclusion
Diversity and inclusion remain essential requirements for brands that want to connect with consumers from different backgrounds and contexts. The authenticity and representativeness of campaigns are essential to gaining the public's trust. "Diversity cannot be just an advertising theme; it needs to be in the brand's DNA. Authentic campaigns that truly reflect inclusion values create deep and lasting emotional connections with the audience," says 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 the audience and turn customers into brand advocates. In 2025, the great challenge will be to unite technology, purpose, and innovation to create memorable campaigns and strengthen market presence. It's not enough to follow trends; you must know how to apply them strategically and consistently, concludes the expert.
