Kantar report reveals key marketing trends for 2025

Kantar has released its Marketing Trends 2025 report, highlighting a series of critical insights that are anticipated to shape the future of the marketing landscape.

The report underscores a broad array of trends, from demographic shifts to technology advancements, which are expected to influence marketing strategies and outlooks. It particularly notes the growing consumer scepticism towards AI-generated advertisements.

"More than two in five consumers don't trust AI-generated ads, making data provenance a big theme for 2025," stated Jane Ostler, Executive Vice President of Global Thought Leadership at Kantar.

Kantar's analysis reveals the evolving expectations around transparency in AI usage, with both marketers and consumers set to demand more dependable and trustworthy data practices.

Ostler noted, "As AI evolves next year and beyond, both consumers and marketers will increasingly demand transparency, looking to AI providers to demonstrate that the data supporting AI models is dependable, relevant, and trustworthy."

The report identifies ten key marketing trends expected to be significant in 2025. Among these is the continued impact of diversity and inclusion on brand growth, with almost eight in ten consumers influenced by brands' efforts in these areas. Kantar highlights the ongoing necessity for brands to adapt to social and demographic changes, making inclusivity a crucial component of brand strategy.

Another trend is the challenge posed by slowing global population growth. With a predicted decline in population numbers due to factors like later marriages and fewer children, marketers are encouraged to find new spaces for brand growth and to target diverse consumer settings.

The report also emphasizes safety and transparency in the deployment of GenAI within marketing, suggesting that data provenance will be a major theme. "Data provenance will be a big theme in 2025. Kantar research shows that more than two in five consumers don't trust ads that are AI-generated. As AI becomes more sophisticated, more people will be pushing for transparency in how it's used," the report states.

Lesser-known but rapidly growing marketing channels such as livestreaming are also highlighted. Livestreaming is gaining traction in China, potentially accounting for 20% of retail by 2026, indicating a shift in advertising focus towards these platforms.

The increasing importance of Retail Media Networks (RMNs) is another spotlighted trend. Kantar predicts their share of US media ad spend could reach about 25% by 2028, emphasising the need for better data access and media measurement to support investment in RMNs.

The coalescence of broadcast and online video platforms also features prominently, urging marketers to adopt a nuanced strategy in blending traditional and streaming media to leverage their advertising efforts effectively.

The report suggests a decline in social media ad effectiveness, pointing to a drop in consumer engagement. Kantar advocates for creative reinvention in social media advertising to recapture consumer attention.

With sustainability gaining legislative momentum, Kantar foresees it becoming integral to marketing agendas, presenting a dual opportunity for business growth and risk mitigation.

Another potential area for marketing innovation is found within the creator economy. This trend presents opportunities for brands to engage with diverse audiences by leveraging the reach and authenticity of creator communities.

Finally, innovation emerges as crucial for brands seeking growth amid a challenging economic environment, with the report encouraging brands to expand into new revenue streams.

Jane Ostler succinctly summarises the findings: "With so many technological and social shifts coming to a head, 2025 marks a pivotal moment for marketing. These trends represent not just incremental changes but a fundamental shift in how brands connect with consumers. Those who embrace these changes, prioritise data-driven strategies, and champion creativity and inclusivity will be best positioned for success."