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Kantar's 2025 Marketing Trends: Key Insights for Brand Growth


In a world of rapid technological advancements and shifting consumer behaviours, what will shape the next year of marketing?


Kantar's annual Marketing Trends report is out, and it's packed with insights to help marketers navigate the ever-evolving landscape. This year, Kantar has identified 10 key trends that will shape marketing in 2025.


Kantar Marketing Trends 2025


From sustainability to livestreaming, from social media to Generative AI, Kantar covers some of the key trends that they see emerging and growing over the next year.





Here are the 10 key trends that Kantar has identified:


  • The Voyage to Total Video Viewing habits differ across different demographics and geographies.

  • Social Media Needs to Up Its Game In 2025, attention will need to be earned continuously and consistently.

  • Safety First: Generative AI Has to Reassure Marketers:  There will be more need for transparency in consumer-facing uses of Generative AI.

  • Sustainability and Marketing Must Merge 93% of consumers globally say they want to live a more sustainable lifestyle.

  • Brands Tap into Creator Communities Creators that have an authentic voice will be a key way to reach audiences and establish trust with consumers in 2025.

  • Woke and Definitely Not Broke: The Inclusion Imperative:  Almost 8 in 10 people worldwide are influenced by diversity and inclusion in their buying decisions.

  • The Puzzle of Slowing Population Growth Declining fertility means lower spending older shoppers will comprise more of the marketplace.

  • Stretching the Limits of Innovation In 2025 we will see more brands radically stretching their boundaries.

  • Retail Media Networks Are Evolving Studies show that retail media will account for almost one-quarter of all US media ad spend in 2028.

  • Livestreaming: Alive and Kicking Kantar’s Context Lab reveals that livestreaming ads boost both short-term purchase intent and long-term brand affinity.


Throughout the free report to download, you can find Kantar’s point of view on each trend and datapoints to help you set your strategy up for success.



From trend to strategy


By understanding these 10 key trends, marketers can position their brands for success in the ever-evolving digital age.


Ready to future-proof your marketing strategy? Download Kantar's full report and let's discuss how we can help you leverage these trends to drive growth.


We're here to help you/your clients unlock the potential of your data, give us a ping!



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