Kantar's Marketing Trends 2025 report, which is based on both attitudinal research and behavioural data, is designed to help marketers navigate an environment that will be even more influenced by societal upheaval, changes in laws and regulations, and faster advances in technology.
"Because of this, 2025 will be a watershed year for marketing. The trends represent not only fundamental changes, but also shifts in how brands are trying to connect with customers. Those who prepare for the changes, prioritise data-driven strategies, creativity and inclusivity will be best placed to succeed," said Jane Ostler.
What are the top 10 trends Kantar expects to see next year?
"Woke" brands won't sell out. Marketers underestimate the power of inclusion to drive brand growth. Yet it influences the purchasing decisions of 8 out of 10 consumers, according to Kantar data. Brands should focus on it if only because many social and demographic changes will be personally relevant to people.
The puzzle of slowing population growth. Increasing sales depends on population growth, but it is slowing significantly. This presents challenges for marketers to how to attract more people to a brand and find new directions for growth.
Security generative AI in particular. According to Kantar data, two in five consumers don't trust AI-generated ads. As the use of generative AI expands, marketers will need to be more confident that AI is trained on trusted, relevant and reliable sources.
Followed by live streaming. In China, live streaming apps already reach half the population and purchases through them are expected to account for a fifth of total retail by 2026. Kantar expects live streaming to be used more by brands - the larger ones for building long-term associations, the smaller ones for raising awareness and immediate interest.
Greater demands on retail media. In the U.S., retail media could comprise nearly a quarter of all advertising investment by 2026. Their use delivers better targeted and personalized communications to advertisers through merchants' "first party" data, which can also deliver more detailed insights to optimize campaigns. However, for greater investment in retail media, marketers will require greater access to data or specific media measurement.
The road to "total video." The blurring of the lines between linear TV and streaming will yield significant investment across the TV portfolio, Kantar predicts. Success, according to the research company, will come mainly from sponsors who find the right mix between traditional channels and SVOD or AVOD platforms through experimentation and testing.
Innovation to recapture attention. Social media ads are capturing the attention of just under a third of people this year, down significantly from 43 percent last year, according to the research. This will lead to creative innovations that try to reach people again - expect experimental shots, edits and new ways of telling old stories.
Sustainability on the shoulders of marketers. The year 2025 will bring stricter sustainability-related legislation to many markets, presenting both opportunity and risk for brands. Kantar already estimates that sustainability activities contribute $193 billion to the world's 100 most valuable brands. Therefore, meaningful and authentically communicated ESG-related activities can bring brands a better relationship with consumers and business growth.
Closer to maker communities. The so-called maker economy is experiencing a long-lasting boom, with maker communities bringing greater consumer engagement and fostering increased trust. Platforms that engage with creators in a two-way way will have a better chance of growing their user base and advertising revenue.
Shifting the limits of innovation. Innovation is a necessity for big brands in particular, as without it, opportunities for growth are hard to find. Those that discover new space for business through innovation double their chances of growth. For 2025, Kantar says brands could take inspiration from companies such as Oreo and Ferrero, which have managed to push the limits of their growth in this way.
Source: mam.cz
