Findings
Kantar’s report outlines emerging marketing trends across video, social media, AI, sustainability, creator communities, inclusivity, demographic shifts, innovation, retail media networks, and livestreaming. These trends highlight the need for brands to balance traditional and digital media, embrace inclusivity, and leverage data-driven personalization.
Key Takeaway
Marketing success in 2025 will hinge on brands' adaptability to a diverse, data-centric, and inclusive environment, where video, social media, and AI play central roles in meeting consumer expectations.
Trend
The main trend is data-driven, personalized marketing across diverse media as brands navigate changing consumer preferences, technology advancements, and sustainability demands.
Consumer Motivation
Consumers seek relevance, inclusivity, transparency, and value, with a preference for brands that reflect their personal values and needs.
Drivers of the Trend
The evolving media landscape, increased data accessibility, rising consumer expectations for inclusivity, and advances in AI and sustainability legislation drive these shifts.
People Referenced
Kantar experts such as Gonca Bubani, Vera Sidlova, Jane Ostler, and Valeria Piaggio.
Consumer Product/Service Description and Age
These insights apply across industries, particularly consumer goods, targeting diverse demographic groups with tailored, data-driven content.
Conclusions
Brands must prioritize personalization, inclusivity, sustainability, and adapt to varied media habits to engage effectively with consumers.
Implications for Brands
Brands need to leverage multiple platforms, adopt inclusive practices, and ensure transparency in AI use while focusing on customer-centric strategies.
Implications for Society
These trends underscore a societal shift towards more sustainable, inclusive, and data-driven practices, reflecting broad expectations for brand accountability.
Implications for Consumers
Consumers benefit from more tailored, inclusive, and transparent marketing that aligns with their values and preferences.
Implications for Future
Expect continued innovation in AI, personalized media, and sustainability as essential components of successful marketing strategies.
Consumer Trend
Data-Driven Personalization: Customized, relevant marketing driven by consumer data and advanced insights.
Consumer Sub-Trend
Inclusive Marketing: Brands adopt inclusive approaches to resonate with diverse consumer segments.
Big Social Trend
Sustainable, Transparent Brand Engagement: Consumers prioritize brands that demonstrate accountability and inclusivity.
Local Trend
In the U.S. and UK, retail media networks and personalized video advertising are gaining traction.
Worldwide Social Trend
Global demand for transparency in AI and inclusivity reflects consumers' shifting values.
Name of Big Trend Implied by Article
“Personalized, Inclusive Brand Engagement.”
Name of Big Social Trend Implied by Article
“Data-Driven Consumer Relevance.”
Social Drive
The growing emphasis on personalization, inclusivity, and sustainability reflects broader societal values.
Learnings for Companies in 2025
Brands must focus on adapting to varied consumer preferences through data-driven insights, inclusion, and responsible AI use.
Strategy Recommendations for 2025
Invest in Data-Driven Insights: Leverage consumer data for targeted, relevant content.
Prioritize Inclusivity: Build inclusive strategies that resonate across diverse demographics.
Maintain Transparency with AI: Be open about AI use to build trust and ensure data provenance.
Emphasize Sustainable Practices: Align with consumer demand for sustainability through corporate responsibility.
Final Sentence (Key Concept)
In 2025, brands that prioritize data-driven, inclusive, and transparent engagement will resonate most with consumers.
What Brands & Companies Should Do in 2025
To benefit, brands should adopt data-centric, inclusive strategies that leverage AI responsibly and align with sustainability and transparency values.
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