Marketing trends to boost businesses in 2025

In a scenario of accelerated transformations, marketing is increasingly shaped by technological innovations, changes in consumer behavior and social demands for responsibility and inclusion, and each year new opportunities and challenges arise for companies that want to stand out and consolidate their brands in a highly competitive market. According to the study Marketing Trends 2025, released by Kantar, the next year will be no different and companies will need to go beyond traditional strategies to gain the attention and loyalty of their audiences.

Marketing and business strategy expert Frederico Burlamaqui points out that to navigate this dynamic environment, companies need to go beyond the basics and embrace innovative solutions.“It is not just about adopting new tools or technologies.The real difference will be in 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 customer-centric experience will stand out. “A issue is not only to adapt to trends, but to understand how these changes can be applied strategically to create value for all parties involved. At the same time, consumers are more demanding, valuing authentic, personalized experiences and aligned with their values, such as sustainability and inclusion”, comments.

Key marketing trends according to the Marketing Trends 2025 study by Kantar:

1-Advanced customization and Generative AI

Personalized marketing will remain a priority, but now with the power of Artificial Intelligence (AI). Generative AI tools such as advanced chatbots and content creation platforms will allow more dynamic campaigns tailored to individual consumer preferences.An example of this is emails that “se talk” with the customer, predicting their needs based on historical data. “A personalization is no longer 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 at the” scale, says Burlamaqui.

2 'Interactive and immersive content

Technologies such as Augmented Reality (AR) and Virtual Reality (VR) are gaining ground, allowing consumers to interact with products before buying them. Think of a customer virtually testing a sofa in their room via 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.

3 Sustainable marketing

Sustainability is no longer a differential 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 ecological packaging, will have more chances to win public trust and loyalty. SUSTAINABLE” is more than an ethical choice, it is a strategic move. Brands that lead this transformation will reap the fruits 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 fast, creative narratives that communicate values and benefits instantly. “Short videos are the new digital ‡DOor. To stand out, brands need to be authentic and impactful in a few seconds. Creativity here is a key differentiator”, reinforces the expert.

5 Online communities and microinfluencers

Brands that invest in creating authentic communities, whether groups on social networks or exclusive forums, will have greater engagement.In addition, the use of microinfluencers, which have smaller but more engaged audiences, will be an effective strategy to create trust and boost sales.“Microinfluencers are the new word of mouth. They have credibility and proximity to their followers, making them strategic partners for brands seeking genuine conversions”, says Burlamaqui.

6 ^ Focus on hybrid experiments

With the return of face-to-face interactions, brands need to integrate online and offline cohesively. One example is the use of QR codes in physical events to offer exclusive content or instant discounts.“The integration between physical and digital creates memorable experiences.The ability of a brand to seamlessly transition between these two worlds will be a competitive differentiator in 2025”, explains the expert.

7 'Growth of retail media networks

Media networks of large retailers will consolidate as a vital channel, allowing brands to access direct and real-time purchase behavior data, 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 time of purchase. Brands that know how to integrate this information into their strategies will gain significant competitive advantage”, comments Burlamaqui.

8 'Digital well-being of the consumer

With 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 ads and a reduction of strategies that induce consumption in an exhaustive way. “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 business interests with practices that respect their space and their 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 key to winning public trust. “Diversity cannot be just an advertising theme; it needs to be in the DNA of the brand. Authentic campaigns, which truly reflect the values of inclusion, create deep and lasting emotional connections with the”, says Burlamaqui.

10 ^ Customer protagonism and co-creation

Brands that involve consumers in the creative process strengthen loyalty, and co-creation is a powerful way to engage the public 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 the presence in the market. It is not enough to follow trends, you need to know how to apply them with strategy and consistency”.