Kantar’s 2025 Marketing Trends – The Future of Marketing Awaits!
Alright, folks, sit tight because Kantar has just dropped their latest report on the 2025 Marketing Trends, and trust me, it’s juicier than a ripe peach at a summer picnic! We’re talking about the need-to-know gossip in the marketing world, backed by data that could make even a mathematician cry tears of joy (or despair, depending on how you see it). It’s a cocktail of social trends, demographic shifts, and tech advancements that’ll leave you reconsidering your entire marketing strategy!
10 Trends That Will Make a Difference in 2025, According to Kantar
Woke, But Definitely Not Done – Inclusion is the Order of the Day
Now, if you think brands can ignore inclusion, think again! Kantar’s data indicates that a whopping eight out of ten consumers give a thumbs up (or a down) based on a brand’s diversity and inclusion efforts. Brands, if you’re still treating this topic like a bad haircut—something to be avoided—2025 is gonna be your wake-up call! Inclusion isn’t just a trend; it’s becoming the main act, and you’d better be on board unless you want to be the marketing equivalent of a punchline.
The Puzzle of Slowing Population Growth
Let’s face it, folks, the population isn’t growing like it used to. We’re seeing marriage (and children) pushed later in life—thanks to the price of avocado toast, I reckon! To oversimplify: fewer people means fewer potential customers. If marketers want to keep the cash flowing, they need to think outside the box, or even outside the country, for that matter! How about it, right? Ideas need to get creative, and fast!
Generative AI – Safety First
Ah, AI! The best friend and worst enemy of your marketing strategy. More than 40% of consumers don’t trust AI-generated ads! It’s like inviting a stranger to your house party—you hope for the best but prepare for the awkward silence over your bad DJ choices. In 2025, you better ensure your AI is educated and reputable—like having a top-notch bouncer at the entrance of your brand’s nightclub!
Live Streaming: Lively and Lively
Livestreaming is taking the marketing world by storm, especially in places like China, where predictions point to live commerce sales raking in 20% of retail sales by 2026. It’s the marketing equivalent of a live concert – if done right, it’s electric! Brands that get it will be rocking with loyal fans, while others are still trying to figure out how to turn on the lights!
Retail Media Networks (RMNs) are Evolving
Picture this: Retail media spending skyrocketing to a quarter of total advertising spend in the US by 2028. Marketers need to cozy up to retailers for that sweet first-party data, like a contestant on a dating show putting their best foot forward! But beware, marketer friends—there are challenges that require transparency, and trust me, nobody wants to date someone who ghosts them on data access.
The Path to “Total Video”
The line between traditional TV and streaming is increasingly blurred, like trying to remember where you left your keys at the pub. If you want to survive in this landscape, it’s time to embrace the total video experience. Mix those slick commercials with streaming tactics, and you’ve got a recipe for success—just don’t forget the secret ingredient: creativity!
Social Media Needs to Get Better
Attention spans are shorter than a sneeze these days—less than a third of people say social media ads grab their attention. That’s a steep plummet from 43%! Brands need to jazz things up with some creative flair. Think dazzling camera work and storytelling so engaging that even your grandma would like to share it (no small feat!).
Sustainability and Marketing Must Grow Together
It’s official: sustainability isn’t just a buzzword; it’s the future of marketing. Kantar predicts significant legislation on the horizon that’ll make brands rethink their relationship with Mother Earth. Those who play it right could see a staggering $193 billion added to the value of our biggest brands. It’s time for brands to show their green card—and I don’t mean the immigration kind!
Brands Tap into Creator Communities
Partnerships with creators are becoming a goldmine of trust and visibility. Think of it as networking at its finest, with the bonus of having a dedicated fanbase behind you. Two-way street relationships with creators could put your brand in the spotlight, and let’s be honest, everyone loves a bit of fame!
Pushing the Boundaries of Innovation
Brands that innovate will likely double their growth. Look at Oreo and Ferrero; these guys know how to mix it up and keep things exciting! If there’s one thing we know about marketing in 2025, it’s that standing still means you’re getting overtaken faster than a cheetah in an Olympic sprint!
To sum it all up, Jane Ostler from Kantar has it spot on: 2025 is not just another year; it’s a pivotal moment in marketing evolution. Brands that get ahead of the game, embrace doubtlessly data-driven strategies, and sprinkle in some creativity and inclusivity will be the ones left basking in the glory.
So, are you intrigued? Fancy diving deeper? Visit Kantar’s website for the full report on Marketing Trends 2025—your next big marketing strategy might just depend on it!
Kantar, the eminent global marketing data and analytics company, has unveiled its highly anticipated 2025 Marketing Trends report today, forecasting pivotal shifts that will redefine the marketing landscape. This comprehensive report offers invaluable insights derived from Kantar’s experts, backed by a wealth of data reflecting current attitudes and behaviors among consumers. Marketers are provided with essential tools to navigate a rapidly evolving environment marked by significant social and demographic transformations, sweeping regulatory changes, and extraordinary technological advancements.
10 trends that will make a difference in 2025, according to Kantar
Woke, but definitely not done – inclusion is the order of the day
Kantar’s data reveals that a staggering 80% of consumers worldwide are influenced by a brand’s diversity and inclusion efforts when making purchasing decisions. Despite growing recognition of inclusion’s crucial role in driving brand growth, many marketers continue to underestimate its impact. As political, social, and demographic landscapes shift, prioritizing inclusion emerges as a top imperative for brands seeking to resonate with their audiences.
The puzzle of slowing population growth
With global population growth stagnating at less than 1%, and projections indicating a possible decline by the century’s end, marketers must confront a unique challenge. Changing societal dynamics—where individuals marry and have children later in life and favor smaller households—compound this issue. Moreover, an aging population, which tends to spend less, underscores the necessity for brands to ignite excitement among potential consumers and explore new avenues for growth.
Generative AI – safety first
In the upcoming year of 2025, the transparency surrounding the origin of data will become a paramount concern. Kantar’s research indicates that approximately 40% of consumers express skepticism regarding AI-generated advertising. As AI technology matures, the expectation for clarity in its application will intensify. Marketers, whether leveraging Generative AI to make informed investment choices or to create compelling content, must ensure that the underlying training data is trustworthy and relevant.
Live streaming: lively and lively:
In China, live streaming platforms such as Taobao Live, Douyin, and WeChat now captivate half the population. Projections suggest that live commerce will constitute about 20% of total retail sales in China by the year 2026. Kantar’s experts forecast that established brands will harness live streaming advertising to forge enduring associations, while smaller brands will concentrate on enhancing brand awareness and eliciting immediate consumer engagement.
Retail Media Networks (RMNs) are evolving
By 2028, retail media is set to comprise nearly a quarter of all advertising expenditure in the United States. Through strategic partnerships with retailers to access first-party data, marketers can achieve greater precision in targeting and personalization, which allows for accurate insights to enhance ad spend effectiveness. However, to attract investments in RMNs by 2025, transparency surrounding data access challenges, specific media measurement requirements, and the enhancement of brand value must be addressed.
The path to “Total Video”
Kantar predicts that the distinction between television and streaming will continue to blur, with substantial investments in TV advertising extending throughout the broad spectrum of video advertising. Marketers adopting a nuanced approach—experimenting, learning, and calibrating their mix of traditional television alongside Subscription Video on Demand (SVOD) and Advertising Video on Demand (AVOD) platforms—will emerge as leaders in this transformed media landscape.
Sustainability and marketing must grow together
As we progress into 2025, significant sustainability legislation is poised to take shape across major economies worldwide, compelling businesses to view sustainability as both an opportunity and a challenge. Kantar’s analysis highlights that sustainability initiatives have already contributed an impressive $193 billion to the valuation of the world’s 100 largest brands. By finding genuine connections with consumers, marketers can seamlessly integrate sustainability initiatives into growth strategies.
Brands tap into creator communities
As collaborations with creators gain momentum, brands are presented with unprecedented opportunities to forge authentic connections with consumers and cultivate trust. The tight-knit communities fostered by creators wield considerable influence in attracting new audiences to brands. Thus, nurturing two-way relationships with creators will be crucial for platforms aiming to expand their user base and significantly boost advertising revenue.
Pushing the boundaries of innovation
As traditional growth avenues constrict for major brands, innovation will become not just advantageous, but essential. Brands capable of venturing into new business territories stand to double their growth potential. For those with high market penetration and robust growth opportunities, the chance to redefine their business and establish new revenue avenues is significant. The year 2025 provides marketers the chance to draw inspiration from brands like Oreo and Ferrero, both of which have successfully pushed innovative boundaries.
Jane Ostler, EVP of Global Thought Leadership at Kantar, emphasizes: “The year 2025 is a pivotal time for marketing as technological and social transformations accelerate. These trends signify not just gradual changes, but a fundamental evolution in how brands engage with consumers. Brands that embrace these shifts, prioritize data-driven strategies, and foster creativity and inclusion will be best positioned for success. Our 2025 Marketing Trends are designed to equip brands with the insights necessary to navigate change, anticipate future challenges, and make informed decisions.”
Visit www.kantar.com/de/campaigns/marketing-trends-2025 and download the complete Marketing Trends 2025.
Influencer marketing and authenticity in content creation
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Brands are increasingly tapping into creator communities as they seek authenticity and connection with their audiences. This partnership can create a symbiotic relationship where both brands and creators benefit from enhanced trust and visibility. With dedicated fanbases ready to engage, brands that successfully align themselves with credible creators can bask in the spotlight of viral success. However, it’s vital for marketers to prioritize genuine interactions and mutual respect, fostering relationships that provide value on both ends. In a rapidly evolving market, innovation is not just encouraged; it’s essential. Companies that embrace creativity and push the boundaries of their offerings—like Oreo, which constantly reinvents its products—are likely to experience substantial growth. The key is to keep audiences engaged and excited; stagnant brands risk being left behind in favor of more dynamic competitors. A culture of experimentation and willingness to take risks will pave the way for those looking to assert their dominance in the marketing arena. the 2025 marketing landscape promises to be both challenging and full of opportunity. As Jane Ostler from Kantar aptly states, success will go to those brands that not only recognize the necessity of data-driven approaches but also infuse their strategies with creativity and inclusivity. Brands willing to adapt, innovate, and connect authentically with consumers will emerge victorious, while those dragging their feet risk being relegated to the sidelines. Curious to hear more? To dive deeper into the insights Kantar offers, click over to Kantar’s website and discover your future marketing strategy!Pushing the boundaries of innovation
