In a scenario of accelerated transformations, marketing is increasingly shaped by technological innovations, changes in consumer behavior and social demands for responsibility and inclusion, as each year new opportunities and challenges arise for companies that wish to stand out and consolidate their brands in a highly competitive market. According to the study Marketing Trends 2025, 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 specialist in marketing and business strategy, Frederico Burlamaqui, highlights 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 differential will be in how brands manage to balance the use of technology with the building of genuine and lasting connections with their consumers", Burlamaqui states
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 customer-centered experience will stand out. "The issue is not just about adapting to trends", but understanding how these changes can be applied strategically to create value for all parties involved. At the same time, consumers are more demanding, valuing authentic experiences, personalized and aligned with your values, "how sustainability and inclusion", comment
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 advanced chatbots and content creation platforms, will allow for more dynamic campaigns tailored to individual consumer preferences. An example of this is the emails that "talk to" the customer, predicting your needs based on historical data. "Personalization has ceased to be a luxury and has become a necessity". With generative AI, companies can not only segment their audience, but also create more human and engaging interactions, even on scale, Burlamaqui states
2 – Interactive and immersive content
The user experience will be even more fundamental. 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 manage to offer experiences that combine technological innovation and practical relevance create a lasting emotional bond with their consumers", explain the specialist
3 – Sustainable marketing
Sustainability has ceased to be a differentiator and has become a requirement. Consumers are more aware of the origin of products and the practices of brands. Companies that invest in transparency, such as traceable supply chains and eco-friendly packaging, will have a better chance of gaining the trust and loyalty of the audience.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", Burlamaqui states
4 – Growth of short video platforms
The success of platforms like TikTok and Reels shows that short and 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 a few seconds. "Creativity here is a fundamental differentiator", reinforces the specialist
5 – Online communities and micro-influencers
The consumer seeks connection. Brands that invest in creating authentic communities, whether groups on social networks or exclusive forums, will have greater engagement. Furthermore, the use of micro-influencers, that have smaller audiences, but more engaged, it will be an effective strategy to build trust and boost 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, Burlamaqui states
6 – Focus on hybrid experiences
With the return of in-person interactions, brands need to integrate online and offline in a cohesive way. An example is the use of QR codes at physical events to offer exclusive content or instant discounts. "The integration between the physical and the digital creates memorable experiences". "The ability of a brand to seamlessly transition between these two worlds will be a competitive advantage in 2025", explain the specialist
7 – Growth of retail media networks
The media networks of large retailers will consolidate as a vital channel, allowing brands to access purchase behavior data directly and in real time, 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. "The brands that know how to integrate this information into their strategies will gain significant competitive advantage", comment on Burlamaqui
8 – Digital well-being of the consumer
With the increase in awareness about 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 of strategies that induce consumption in an exhaustive manner. "We are entering the era of responsible marketing". Respect for digital well-being is not just an ethical issue, but also strategic.. Consumers value brands that balance their commercial interests with practices that respect their space and mental health, explain the specialist
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 gain 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 the values of inclusion, they create deep and lasting emotional connections with the audience, Burlamaqui states
10 –Customer protagonism and co-creation
Brands that involve consumers in the creative process strengthen loyalty, co-creation is 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, it is necessary to know how to apply them with strategy and consistency, the specialist finishes
