Over the past year, significant transformations in artificial intelligence (AI) and consumer data privacy have reshaped the landscape of digital marketing. As organisations move towards 2025, the rapid emergence of innovative technologies is not just influencing how businesses operate, but also how they engage with consumers and adapt their marketing strategies. Kantar's Marketing Trends 2025 report outlines critical themes and adjustments that marketers must make to keep pace with these changes.
One of the more prominent shifts is the intense focus on video content as consumer viewing habits evolve. With the rising prevalence of smart TVs, streaming services have begun to overshadow traditional broadcasting. TGI data from 2024 indicates that half of viewers currently engage more with streaming content than with broadcast TV. Consequently, marketers are reassessing their media investments, with a net 55% planning to increase spending on streaming platforms while a lesser 8% intend to cut back on traditional television. Kantar advises organisations to diversify their video strategies to match their brand objectives and leverage the nuances of these viewing habits across various demographics.
Moreover, social media platforms are under pressure as marketers recognise the necessity for quality engagement over sheer volume. Kantar's findings reveal a decline in the perceived attention retention of ads within social media—from 43% to just 31% over the past year. This shift necessitates creative innovation, as brands must now craft campaigns that resonate more deeply with diverse audiences. Analytics show that humour tends to resonate well with older generations, while younger audiences favour compelling music in advertisements.
As discussions surrounding Generative AI intensify, marketers are urged to exercise caution. While interest in AI applications is growing—68% of marketers express positivity towards it—there remains a palpable concern regarding transparency and skill gaps in marketing teams, with a substantial number of marketers lacking confidence in evaluating AI-generated content. This calls for greater scrutiny of the data driving AI models to ensure its relevance and reliability over time.
Sustainability is also poised to significantly influence marketing strategies in 2025. As consumers increasingly prioritise eco-friendly practices—93% of respondents express a desire for a sustainable lifestyle—corporations will need to align their operations and marketing efforts with this sentiment. Nevertheless, Kantar indicates that many brands struggle to create effectively resonant sustainable messages. However, their analyses suggest that genuine sustainability efforts already add considerable value to top brands.
Amidst these trends, the rise of the creator economy is prompting a shift in brand strategies. With Goldman Sachs estimating the industry’s value at around $250 billion in 2024, brands are recognising the importance of collaborating with creators to foster community and trust. This approach can significantly differentiate a brand's messaging and narrative.
Inclusivity is becoming increasingly critical, notably among younger consumers, who perceive a brand's diversity efforts as integral to their buying decisions. The Kantar Brand Inclusion Index highlights that nearly 80% of consumers are influenced by a brand's diversity record, signalling that companies need to make genuine strides towards inclusivity, extending beyond mere tokenism.
The impending slowdown in global population growth presents another challenge for marketers. With estimates predicting a decline in global population growth rates, businesses may find customer bases stagnating. However, the trend towards smaller households may counterbalance this, providing marketers with a fresh landscape to explore.
Innovation remains essential, as brands seek to stretch boundaries for growth. Examples of successful adaptations from companies like Oreo and Ferrero illustrate the potential benefits of pivoting product lines to meet emerging consumer demands.
Retail media networks are also surfacing as central players in advertising strategies, representing a shift towards more targeted and personalised marketing. Marketers are expected to increasingly invest in these platforms to optimise their ad spend and enhance campaign effectiveness.
Livestreaming, particularly noted in the context of Chinese commerce, is projected to further transform retail strategies, appealing largely to Gen Z and millennial audiences. This trend indicates that engaging narratives and brand affinity will be critical for success in this space.
As the marketing landscape prepares for 2025, the convergence of AI technology advancements, shifting consumer behaviours, and the drive for sustainability suggests that organisations must remain agile and proactive in their strategies.
Source: Noah Wire Services