Emotional connection boosted 60% of brands that surpassed revenue targets, study finds

Braze, the leading global platform for customer engagement, held for the first time in Brazil the “Grow With Braze”, an event that brought together leaders of brands such as Meta, iFood, Ze 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 survey that maps the main challenges and opportunities for marketers in 2025.

For five years, Braze has conducted its global Customer Engagement survey to identify emerging trends in marketing. The 2025 edition, held in partnership with Wakefield Research, heard from 2,300 leaders in 18 countries.The report highlights three key fronts for strengthening 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 demonstrate concern about the relevance of their communications.

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

Personalization with purpose is a competitive differentiator

In addition to automation, advanced personalization requires trust, transparency and emotional bonding with the consumer. According to the report, 60% of brands that exceeded their revenue goals in 2024 were highly committed to creating emotional connections with their customers.In this scenario, the ability to understand the consumer individually is no longer a differential and becomes a strategic requirement for brands that lead growth and relevance in the market.

Practical examples of personalization and engagement at scale were presented during Grow With Braze, with cases of iFood, Petlove, Ze Delivery, Conta Azul and DM, as well as insights from PMWeb and Dynamic Yield by Mastercard.The strategies showed 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 aqui and see the report in full.