With 2025 fast approaching, the marketing industry is at a critical juncture, shaped by technological, social and economic changes. According to Kantar’s Marketing Trends 2025 report, trends such as generative artificial intelligence, sustainability, inclusion and the evolution of social media are at the heart of these transformations.
The report is based on the opinions of Kantar experts, as well as on the various studies, reports and surveys prepared by the company throughout the year. Several emerging trends promise to transform the digital marketing landscape, from automation to SEO and UX.
Generative artificial intelligence and the role of security
Generative AI, or GenAI, is quickly becoming a central tool in marketing. However, issues related to transparency and provenance of the trained data pose challenges. By 2025, the demand for ethical and trustworthy practices will be greater, especially with 31% of Brazilians expressing discomfort with AI-generated ads.
In addition, another growing segment is the use of chatbots to albania whatsapp data personalize customer service. With the development of chatbots, the interaction between companies and customers can be even faster, more personalized and efficient. Using natural language processing and artificial intelligence technologies, chatbots can be programmed to respond to customer questions and demands in real time, 24 hours a day, 7 days a week.
How to prepare?
Invest in AI-enabled teams.
Ensure that the models used are trained with safe and relevant data.
Adopt transparent practices to gain consumer trust.
Sustainability at the heart of strategies
With 87% of Brazilians wanting more sustainable lifestyles, brands that invest in ecological practices are gaining relevance. In addition, new global sustainability legislation should accelerate changes in this regard.
How to stand out?
Integrate sustainability into your brand identity.
Authentically show how your products and processes reduce environmental impacts.
Inclusion as a competitive advantage
Inclusion will become a fundamental requirement. In Brazil, neglect of groups such as LGBTQ+, women, people with disabilities, and black and brown people can lead to significant financial losses, estimated at R$1.9 trillion in potential consumption. In addition to minorities, it is also necessary to think about majorities that do not feel represented, such as evangelicals.
The unprecedented survey “Evangelical Brazil”, conducted by Data-Makers, commissioned by the recently created solutions design company Dolores, shows that brands still have difficulty connecting with evangelical consumers. Currently, evangelicals account for 35% of the Brazilian population.