Kantar, the world’s leading marketing data and analytics company, today releases the 2025 Marketing Trends that will shape the future of marketing. The report contains predictions from Kantar experts, supported by extensive data on attitudes and behavior. It provides marketers with key insights into a rapidly changing landscape characterized by social and demographic upheaval, regulatory and legal shifts, and rapid technological advances.
10 trends that will make a difference in 2025, according to Kantar
Woke, but definitely not done – inclusion is the order of the day
Although there is growing evidence that inclusion is a powerful driver of brand growth, marketers still underestimate its impact. Kantar data shows that a brand’s diversity and inclusion efforts influence the purchasing decisions of nearly eight out of 10 people worldwide. With major political, social and demographic changes, inclusion is becoming one of the most important aspects for brands.
The puzzle of slowing population growth
Products rely on population growth to increase sales. However, global population growth is currently below one percent and is expected to be negative by the end of the century. Factors such as people marrying later, having children later and living in smaller households will further reinforce this development. The same applies to the aging population, which tends to spend less. This creates a need for marketers to get more people excited about their brand and find new areas of growth.
Generative AI – safety first
The origin of data will be an important issue in 2025. Studies from Kantar show that more than two in five consumers do not trust AI-generated advertising. The more sophisticated AI becomes, the more people will demand transparency in its use. Whether they are using GenAI to make data-driven investment decisions or to develop ideas and content, marketers need to be sure that the training data on which the models are based is trustworthy, relevant and reliable!
Live streaming: lively and lively:
Livestreaming platforms such as Taobao Live, Douyin and WeChat reach half of China’s population, and live commerce sales are predicted to account for 20% of total retail sales in China by 2026. Livestreaming advertising can increase both short-term purchase intent and long-term brand affinity. Kantar experts predict that established brands will use livestreaming advertising to build long-term associations, while medium and smaller brands will focus on increasing awareness and generating immediate interest.
Retail Media Networks (RMNs) are evolving
Retail media will account for nearly a quarter of total advertising spending in the US by 2028. By collaborating with retailers to leverage their first-party data, marketers can target and personalize their marketing more precisely, which in turn means detailed insights into consumer data can be used to optimize ad spend and improve campaign effectiveness. However, in 2025, there must be transparency about the challenges that prevent marketers from investing in RMNs: improved data access, specific media measurement requirements and the ability to increase brand value.
The path to “Total Video”
The boundary between television and streaming is no longer visible to viewers. The high investment in TV advertising will continue to expand across the entire TV portfolio and even more to video advertising, predicts Kantar. Marketers who take a nuanced approach, test and learn to find the right mix of traditional channels, SVOD and AVOD platforms will be the most successful.
Social media needs to get better
Only just under a third of those surveyed say that social media advertising gets their attention. This is a significant decrease compared to the previous year (43%). This isn’t just due to an attention deficit among younger audiences; disillusionment has gripped every generation. In 2025, Kantar expects to try to capture people’s attention with more creative and visual innovations: experimental camera angles, editing and new ways to tell old stories.
Sustainability and marketing must grow together
2025 is the year when sustainability legislation gains momentum in major economies, forcing companies to view sustainability as both an opportunity and a risk. Kantar analysis shows that sustainability already contributes $193 billion to the value of the world’s 100 largest brands: By finding authentic ways to connect with consumers, marketers can turn sustainability initiatives into growth.
Brands tap into creator communities
Collaboration with creators is growing and offers brands great opportunities to connect with consumers and build trust. The close communities that creators bring together have great power to attract more people to a brand. Working with creators in a two-way relationship will be important for platforms looking to grow their user base and advertising revenue.
Pushing the boundaries of innovation
Innovation becomes a must for big brands that cannot grow in other ways: brands that are able to develop new business areas double their growth opportunities. Brands with high market penetration and high growth potential have the opportunity to redefine their business and create new revenue streams. In 2025, marketers can take inspiration from brands like Oreo and Ferrero that have pushed boundaries through innovation.
Jane Ostler, EVP, Global Thought Leadership, Kantar, comments: “The year 2025 is a pivotal time for marketing as many technological and social developments accelerate. These trends do not represent a mere gradual process, but rather a fundamental shift in the way brands connect with consumers. Those who embrace this change, prioritize data-driven strategies, and embrace creativity and inclusion will be best positioned to succeed. Our 2025 Marketing Trends help brands understand change, anticipate future challenges and make informed decisions for their future.”
Visit www.kantar.com/de/campaigns/marketing-trends-2025 and download the complete Marketing Trends 2025.
