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.

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.

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 emphasises safety and transparency in the deployment of GenAI within marketing, suggesting that data provenance will be a major theme.

The 10 key trends are as follows:

• The voyage to total video
• Social media needs to up its game
• Safety first: Generative AI has to reassure marketers
• Sustainability and marketing must merge
• Brands tap into creator communities
• Woke and definitely not broke: The Inclusion  imperative
• The puzzle of slowing population growth
• Stretching the limits of innovation
• Retail media networks are evolving
• Livestreaming: alive and kicking

To read thoughts from Jane Ostler, Executive Vice President of Global Thought Leadership at Kantar, see CMO tech.

Read the full report from Kantar.