Як прочитати 10 маркетингових трендів 2025 року крізь призму срібного споживача

Звіт Marketing Trends 2025conducted by Kantar, brings together the key marketing trends for this year and points аналітика Concerning which pillars should brands and professionals interested in engaging with the contemporary consumer observe. Reading the content reveals that sustainability, live streaming, and generative artificial intelligence are some of the innovations present in this reading of behavioural and attitudinal data in a scenario characterised by social, demographic, regulatory, legislative changes, and rampant technological advancements – to say the least. However, it is the issue of generational transformation that we intend to focus on, analysing how this key to understanding can be applied in the reading of each of the 10 trends.

The choice to analyse how each trend can be applied to relationships with mature consumers – from the perspective of riding the Silver Economy wave – is guided by the expertise of MV MarketingThe first digital agency specializing in the 50+ demographic. Given our experience and Brazil's changing age demographics, ignoring this segment is to overlook a global market that has generated significant revenue. £15 trillion in 2020, according to the Dom Cabral Foundation (FDC) Longevity ReportNext, we explore how each trend interacts with the silver market and how the agency addresses solutions for our clients. 

Trend #1 | Generative AI prioritising security

With the rise of generative artificial intelligence, the security and relevance of training data become crucial. MV Marketing Train the agency's AI based on Longevity Literacy – eliminating stereotypes and building inclusive narratives for the 50+ audience. This training ensures more respectful and authentic interactions, combating ageist biases still present in communication.

Trend #2 | Sustainability as a core focus

According to Kantar, 87% of Brazilians desire a more sustainable lifestyle, and 56% of consumers boycott companies that don't commit to the issue. Sustainability already contributes R$ 1.1 trillion to the value of the top 100 global brands, but many companies still need to make their actions more relevant to consumers. The 50+ demographic is particularly engaged in this cause and seeks brands that share their values. MV reinforces the importance of authentic sustainable actions – and supports clients in developing them to generate trust and connection, especially with mature consumers.

Trend #3 | Inclusion as an imperative for growth

Kantar highlights that inclusion will be crucial for brand growth in 2025. In Brazil, 76% of the population believes companies have an obligation to make society more just, a figure above the global average. Despite this, many brands still underestimate the impact of inclusion. Failing to invest in diverse communities risks a potential loss of R$1.9 trillion in consumer spending power. Literacy in Longevity Guided by MV, brands are encouraged to represent this audience with authenticity, exploring their autonomy and influence.

Integrating age diversity into inclusive actions is an opportunity for differentiation and impact. In 2025, brands that embrace all generations, particularly the 50+ demographic, will be better positioned to grow in a rapidly aging world. Inclusion is not just a social responsibility, but a strategic pathway to relevance and strong results.

Trend #4 | More authentic and relevant social networks

Freshly, we're talking about authenticity. Effective campaigns for the 50+ audience on social media require representation, utility, and truth. MV is betting on humanised messaging, positive imagery, and real stories to capture the attention of this group. By building relationships based on trust and empathy, we help brands stand out in an increasingly competitive digital environment.

Trend #5 | The challenge of population deceleration

With population growth decelerating – projected to decline by the end of the century – brands face an unprecedented challenge: capturing a greater market share in a world with fewer consumers. Later marriages, smaller households, and changing consumption patterns among older demographics make the landscape even more complex, demanding innovative strategies to stand out. In this context, the 50+ demographic becomes crucial for brands seeking to maintain relevance. MV provides аналітика On the profiles and behaviours of the new maturity, helping brands create products and services aligned with the needs of this segment.

Trend #6 | The era of fragmented video formats

Video consumption is diversifying across platforms such as free-to-air television, Streaming e advertising-based services. A MV Marketing Advocates a personalised approach for the mature audience, with clear and humanised messaging, accessible visual elements, and intergenerational content that fosters meaningful connections.

Trend #7 | Creator communities as strategic allies

Creator communities are a powerful bridge connecting brands to consumers. In areas like sports, beauty, or longevity, these creators build trust and influence public perception of brands. By 2025, success will depend on aligning creator content with company strategies, ensuring consistent impact across various channels. MV argues that companies need to change their approach to engaging with creators, especially those representing the mature generation. Instead of imposing their messages, brands should learn from creators, recognising them as authentic representatives of their communities. This relationship must be collaborative, supporting creators and valuing their voices and experiences. Supporting them means strengthening their narratives while learning from their insights into the mature audience. Creators of this generation possess valuable understanding of the needs, desires, and values of their peers, making them strategic allies for building genuine connections and strengthening brand trust.

This shift in mindset transforms creators into valuable partners, expanding the impact and authenticity of campaigns. Investing in this collaboration is crucial for brands looking to grow sustainably, while respecting and engaging diverse communities.

Trend #8 | Innovation as a growth lever

Innovation needs to cater to different generations. Features designed for mature audiences often benefit all ages. For established brands facing growth challenges, innovation will be key to unlocking new opportunities in 2025. Those that explore new spaces can double their chances of growth, especially when they reimagine their offerings and identify alternative revenue streams. The vision of... MV Marketing Innovation should begin with developing products that cater to different generations. Specific features for mature audiences can also benefit all ages, creating universal solutions. A classic example is the microwave, which was originally designed to offer safety for older adults and, over time, has become indispensable in homes of all generations. This kind of inclusive approach ensures relevance and expands the potential market.

Intergenerational imagery and content also play an efficient role in communication. Campaigns connecting different generations have a significant impact, reinforcing that there's no need to isolate the 50+ demographic into exclusive groups. Instead, integrating this audience into broader narratives fosters meaningful connections and strengthens brand perception. MV Marketing's strategic planning offers a detailed diagnosis of the market and target audience, allowing... аналітика For brands, defining clear goals and tailored strategies. This dynamic process considers constant market and business environment changes, ensuring brands are prepared to innovate and grow. By 2025, companies incorporating intergenerational innovation into their products and strategies will be at the forefront of a market valuing inclusion, creativity, and universal solutions.

Trend #9 | Live broadcasts with purpose

Live streams continue to stand out as a powerful engagement and sales tool. In 2025, live commerce is poised to play an even more significant role, particularly for fast-moving items. However, all sectors can benefit by adapting this approach to their characteristics and target audience. The team's experience... MV Marketing – built through the analysis of data and the performance of digital campaigns over the years – shows that, in addition to authenticity, representation, and expert endorsement, it's essential for brands to awaken needs sometimes unperceived by the mature audience. An example of this is adapting homes to promote safety, comfort, and connectivity – needs that often go unnoticed until something happens, such as a fall or social isolation.

Telling the truth spontaneously and combining these accounts with statistical data is an effective way to awaken these needs. Live streams can be an excellent channel for sharing impactful news and presenting solutions that meet these demands, creating emotional connections and encouraging practical actions. By incorporating these strategies, brands can use live streams not just as a sales tool, but as a platform to build trust, educate, and generate engagement with the 50+ demographic. In 2025, companies that explore this format with authenticity and relevance will be better positioned for growth and positive impact on their consumers.

Trend #10 | Evolving Retail Media Network

Retail media networks (RMNs) are transforming how brands and consumers interact. Targeted and personalized advertising across retailer websites, apps, and third-party media partners is... Displays Digital tools in stores allow for more precise and effective campaigns. By collaborating with retailers and using primary data, marketers can optimize spending and boost campaign effectiveness, reaching audiences with greater relevance. MV MarketingWe understand that personalization is the best approach to communicating with consumers aged 50+. However, to achieve this ideal, we must first combat ageism, which treats mature audiences as a homogenous mass. The Brazilian market – particularly among consumers 50 years of age and older – demonstrates a frequently underestimated diversity. To stand out in the silver market, it is vital to recognise and embrace this diversity within maturity.

With this structured approach, we help brands unlock the full potential of MRNs, creating optimized campaigns that resonate with different segments of the Brazilian maturity spectrum. By 2025, brands that value and integrate this diversity will be better equipped to lead and positively impact the market.

Camilla Alves Co-founder of MV Marketing, she has been active in the Silver Economy since 2018. A specialist in digital marketing and data analytics – with over 10 years' experience – Camilla holds a degree in Business Administration and a master's degree in Data-Driven Marketing, specialising in Data Science, from Nova Information Management School (Nova IMS) at the New University of Lisbon, Portugal. She began her career in administration before moving into digital marketing at Endeavor Brazil.

Please provide the text you want translated from Portuguese to UK English. "Bete Marin |" on its own is incomplete and doesn't provide enough context. Co-founder of MV Marketing, she's been an entrepreneur in the Silver Economy since 2015. A specialist in strategic planning, integrated communication, and events, she has over 30 years of experience. Bete holds a degree in Marketing, post-graduate qualifications in Gerontology (Albert Einstein Institute); Communication (ESPM); and an MBA in Marketing from Fundação Getulio Vargas (FGV). She began her career at major corporations and consolidated her professional growth at Gerdau, being responsible for the product promotion and advertising area in Brazil.