Here are the trends for marketing in 2025
What will be important in the strategic planning for brand growth in the coming year? Our marketer Ingvild gives you the answer from Kantar Marketing Trends 2025.
The survey Marketing Trends 2025 has been prepared by experts from Kantar. They look at macro and micro trends that marketers should consider as part of the strategic planning for brand growth in the coming year.
Some of the most important trends covered in the survey are computing power, live streaming, social media and generative AI. In this case, you will get our summary.
Extra interested? Download the entire report here
1. Visibility across platforms and channels
Linear TV still has the greatest reach, but half of the population say they prefer streaming services . This can make it challenging for marketers to know where to place ads. Globally, 55% of marketers plan to increase investment in TV streaming . People valued variety, some like subscription-based services like Netflix while others thrive on YouTube.
In order to succeed in 2025, you must take care of the variations and place advertising across different platforms to reach your audience.
2. How to stand out on social media
Globally, only 31% respond that they notice advertisements on social media, and the trend is declining. This now applies to all age groups.
To stand out, you have to use humor, music, strong visual elements, new camera angles and creative stories. Advertisements must be well thought out and made so that one understands the meaning straight away.
3. More focus on AI requiring reliable data
43% of consumers are skeptical of AI-generated ads. Transparency is crucial to achieving trust. Although 68% of marketers are positive about generative AI, they still lack skills in the field.
In order to use generative AI for insight and content production in 2025, it is absolutely essential to have reliable, relevant and sustainable data over time. It provides security in data-driven decisions.
4. Calculation and marketing must be integrated
Globally, 93% of consumers state that they want a more sustainable lifestyle, but only 22% are active when it comes to sustainability. This group will increase in the future, and in 2025 we will see new legislation around sustainability in several large market economies. This will have an impact on the companies and their marketing.
In 2025, market leaders must ensure sustainable initiatives that are relevant to the consumer and at the same time provide growth.
5. Diversity and inclusion work is a win-win
In a world marked by demographic changes, inclusion is becoming more important. Globally, 8 out of 10 emphasize the company's work with diversity and inclusion when buying new products and services. New generations expect everyone to be accepted as they are.
In 2025, inclusion will be both an ethical obligation and a strategic growth factor that can give loyalty and a positive perception of the brand.
