Emotional connection drove 60% of brands that exceeded revenue targets, study finds.

Braze, the leading global customer engagement platform, hosted its first "Grow With Braze" event in Brazil. The event brought together leaders from brands like Meta, iFood, Zé Delivery, Petlove, and DM to discuss trends, strategies, and the role of technology in relationship marketing. The company also presented the new edition of its Global Customer Engagement Report, an annual survey mapping key challenges and opportunities for marketing professionals in 2025.

For five years, Braze has conducted its global Customer Engagement research 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 key areas for strengthening consumer bonds: adapting messaging, building trust through transparency, and enhancing experiences through the use of artificial intelligence. Concurrently, 85% of marketing executives are concerned about the relevance of their communications.

In Latin America, the data reveals a promising picture. Approximately 69% of marketing professionals in the region 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 also remain strong: 43% of those surveyed say they use or plan to use these channels in 2025, solidifying their position as favorites over email and SMS in direct consumer communication strategies.

Personalization with purpose is a competitive differentiator.

Beyond automation, advanced personalization requires trust, transparency, and emotional connection with the consumer. According to the report, 60% of brands that exceeded their revenue targets in 2024 were highly committed to creating emotional connections with their customers. In this context, the ability to understand the consumer individually ceases to be a differentiator and becomes a strategic requirement for brands leading growth and relevance in the market.

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

Click hereSee the full report.