As we enter 2025, the marketing landscape continues to evolve rapidly, driven by technological advances, shifting consumer behaviors, and rising societal expectations. Kantar’s latest report reveals ten pivotal trends that will shape how brands connect with audiences, craft messages, and build trust in this new era. These trends emphasize not only the power of innovation but also the increasing demand for transparency, sustainability, and inclusivity in marketing strategies.

1. The Journey to Total Video

Video remains king in 2025, but it’s no longer confined to a single channel.
Traditional TV continues to deliver massive reach, while streaming platforms like YouTube, Netflix, and TikTok dominate viewer attention. Consumers are engaging with video content across multiple screens and formats. Brands must adopt a “total video” approach, integrating linear TV with digital streaming to maximize impact. Smart budget allocation across these channels is key, ensuring a seamless viewing experience that respects evolving consumption habits.

2. Social Media Needs to Step Up Quality

While social media is still critical, user engagement with ads on these platforms is waning. Only 31% of global consumers say social media ads grab their attention, down from 43% just a year ago. This decline is driven by content overload, repetitive messaging, and creativity fatigue. Brands need to reinvent their social content with cultural relevance and tailor it by generation—Boomers and Gen X appreciate humor, Millennials seek great music, and Gen Z favors catchy tunes and authenticity. Standing out requires more than ads; it demands meaningful cultural touchpoints.

3. Safety First: Transparency Around Generative AI

Generative AI tools are reshaping marketing with their ability to create personalized content at scale. While 68% of marketers are optimistic about AI’s potential, and 59% excited about AI in advertising, transparency remains crucial. Consumers want to know how their data is used and expect brands to be accountable. Ethical AI deployment, clear disclosure of AI-generated content, and protecting data privacy will be fundamental to building consumer trust.

4. Sustainability Moves From Choice to Expectation

Sustainability is no longer optional—over 70% of consumers expect brands to act responsibly toward the environment and society. However, many remain skeptical due to widespread “greenwashing.” Brands must deliver real, measurable sustainability outcomes and communicate these transparently to avoid reputational damage. Sustainability reporting backed by data will become a key differentiator, proving commitment beyond marketing slogans.

5. The Resurgence of Audio

Audio content is booming, driven by the popularity of podcasts, TikTok soundtracks, and voice search technologies. Consumers are dedicating more time to audio, which allows brands to tell stories in a more intimate and immersive way. Audio branding, sonic logos, and voice-activated ads are emerging tools for marketers to deepen emotional connections and engage audiences in moments that visuals alone cannot reach.

6. The Rise of Livestreaming

Livestreaming has transitioned from a niche trend to a mainstream marketing channel. It offers real-time interaction and authentic experiences, empowering brands to connect directly with consumers. Whether through product launches, tutorials, or Q&A sessions, livestreaming enhances engagement and drives conversions. Investing in high-quality livestream content will be essential for brands looking to build community and trust.

7. Data Is No Longer Just a Weapon

With growing privacy regulations and consumer awareness, data collection and usage must be handled with care. Transparency, consent, and ethical data practices are now non-negotiable. Brands need to rethink their data strategies, focusing on building relationships based on trust rather than merely exploiting data for sales. This shift will influence how campaigns are planned and measured, balancing personalization with privacy.

8. Inclusivity Is a Must

Inclusive marketing has become a business imperative, recognizing the diversity of consumer identities and experiences. Brands must move beyond tokenism to authentically represent different races, genders, abilities, and orientations. An inclusive approach not only fulfills social responsibilities but also expands market reach and enhances brand reputation. Successful marketing embraces and celebrates diversity in all its forms.

9. Enhanced Customer Experience Takes Center Stage

Customer experience (CX) is now the ultimate battleground for brand loyalty. Consumers expect seamless, personalized interactions across all touchpoints—online and offline. Brands that invest in CX improvements, leveraging data insights and technology, can differentiate themselves and foster deeper emotional connections. From easy navigation to attentive service, every detail counts in creating memorable customer journeys.

10. Data-Driven Marketing Optimization

Data remains at the core of effective marketing, but the focus is shifting toward smarter, more strategic use. Brands must harness advanced analytics and AI to understand customer behavior, forecast trends, and optimize campaign performance in real time. Building robust data infrastructures and skilled teams is vital for turning insights into impactful actions, ensuring marketing efforts are both efficient and relevant.

Conclusion

The marketing trends for 2025 highlight a dynamic landscape where technology and humanity intersect. Success requires brands to be adaptable, innovative, and deeply attuned to consumer values—especially around authenticity, sustainability, and inclusion. Those who master the art of balancing data-driven precision with emotional resonance will lead the way in forging lasting connections in the years ahead.

Credit – Research Owner:
The “Marketing Trends 2025” report was developed by experts across Kantar, including:

• Gonca Bubani – Global Media Thought Leadership Director, Insights
• Vera Sidlova – Global Creative Thought Leadership Director, Insights
• Irene Joshy – APAC Head of Creative, Insights

These individuals contributed to the insights and analyses presented in the report

Explore the Full Report:

Explore the full “Marketing Trends 2025” report here: 👉 Marketing Trends 2025 – Kantar