Master These 10 Essential Trends – From Generative AI To The Creator Economy – Or Watch Your Brand Get Left Behind
The latest Kantar Marketing Trends 2025 report has identified the 10 crucial trends that will define success in the years ahead.
1. Generative AI’s Hidden Dangers: What Marketers Must Watch Out For
The conversation around Generative AI continues to dominate headlines, with new capabilities emerging daily.
While 68% of marketers are positive about this technology, over a third don’t believe they have the skills to use it effectively.
And with 44% of consumers saying they don’t trust ads created with AI, brands must prioritise transparency around data provenance and model training.
Getting this right will be essential, as Kantar predicts more regulatory scrutiny and consumer demands for accountability in the use of Generative AI.
2. Sustainability is Now a Make-or-Break Issue for Marketers
Stricter sustainability legislation and growing consumer expectations mean going green can no longer be an optional extra.
In fact, Kantar’s data shows that sustainability already contributes a staggering US$193 billion to the value of the world’s top 100 brands.
But the report also reveals that marketers have so far struggled to integrate sustainability into their propositions and communications in a truly meaningful way.
Those who can crack the code and demonstrate authentic, purpose-driven sustainability will reap the rewards, as Kantar forecasts the most sustainably-active consumer segments growing from 22% in 2023 to 29% by 2030.
3. Creator-Led Content: The Secret Weapon for Building Authentic Connections
The rise of the creator economy has empowered a new generation of influencers who are building tight-knit communities around shared passions.
Kantar’s data shows that creator-led content in the US outperforms benchmarks in brand distinction by an astounding 4.85x.
By aligning their brands with these authentic voices, marketers can tap into engaged audiences and establish lasting trust – something that will be crucial as younger, more skeptical consumers become the dominant buying power.
4. Population Decline is Coming – Here’s How Brands Can Adapt
With global population growth slowing to under 1% annually, brands will have to work harder than ever to find new avenues for growth.
Kantar’s Blueprint for Brand Growth identifies three key strategies:
• Predispose More People (maximising penetration),
• Be More Present (increasing mental and physical availability), and • Find New Space (expanding into adjacent categories).
Brands that can master these growth drivers will be well-positioned to thrive even as the total number of consumers shrinks.
5. How Retail Media Networks Are Evolving Into Full-Funnel Marketing Powerhouses
Retail media advertising is set to account for a quarter of all US media spend by 2028, as brands tap into the powerful first-party data and precision targeting capabilities of retailer-owned ad platforms.
Kantar’s report suggests that these Retail Media Networks (RMNs) are evolving beyond just a short-term sales play, becoming full-funnel marketing assets that can drive both immediate conversions and long-term brand equity.
By collaborating closely with retailers, brands can unlock the full potential of RMNs.
6. The Attention Economy is Changing – Is Your Marketing Keeping Pace?
Attention spans are dwindling, especially on social media where only 31% of people now say ads capture their focus (down from 43% the previous year).
To stand out, marketers will need to focus on creative innovation that delivers instant emotional resonance – whether that’s through visual theatrics, experimental camera work, or bringing a fresh storytelling approach to familiar narratives.
Winning the attention battle will be crucial, as Kantar’s data shows a clear link between distinctive creative and improved campaign effectiveness.
7. The “Africanisation” of the World and the Rise of Inclusive Marketing
A generational shift has opened the door to a wider range of identities, with 79% of people worldwide saying diversity and inclusion influence their buying decisions.
And this imperative is even stronger in emerging markets, where 89% deem it important compared to 71% in developed economies.
As the world becomes more “Africanised” – the UN predicts 1 in 4 people will be African by 2050 – brands that embrace inclusive marketing will be best placed to Predispose More People and drive long-term growth.
8. Livestreaming: Alive, Kicking, and Transforming Commerce
What started as a niche Chinese phenomenon has gone global, with platforms like Taobao Live, Douyin, and WeChat reaching half the population for entertainment and shopping.
McKinsey forecasts that live-commerce could make up 20% of total retail in China by 2026, driven by Gen Z and millennial audiences.
For brands, the key is crafting engaging narratives that retain viewers and drive repeat purchases – Kantar’s data shows livestreaming can deliver a 10-30% uplift in metrics like purchase intent and brand affinity.
9. The Voyage to Total Video: Balancing Broadcast, Streaming, and Beyond
As smart TVs have become mainstream, the line between broadcast and streaming has blurred.
While broadcast TV still dominates reach, 50% of people say most of their viewing is now on streaming platforms.
Kantar’s data shows a net 55% of marketers globally plan to increase their TV streaming investment in 2025, even as a net 8% plan to decrease broadcast TV spend.
The challenge will be finding the right mix, as viewing habits differ wildly across demographics and geographies.
10. Stretching the Limits of Innovation: The Path to Futureproof Growth
In a world of slowing population growth, brands are looking to innovation as a key driver of incremental growth.
From Oreo and Ferrero expanding into ice cream to Samsung’s “extra mile” convenience stores, we’re seeing a new era of radical category stretching.
Kantar’s Blueprint for Brand Growth shows brands that can Find New Space double their chances of growth.
But success is never guaranteed, so marketers must carefully assess the overall opportunity and balance the risks and rewards.
By unpacking these 10 essential trends, brands can future-proof their marketing strategies and stay ahead of the curve in 2025 and beyond.
Those who can harness the power of Generative AI responsibly, align with the rising creator economy, and embed sustainability at their core will be poised to thrive – no matter what challenges the years ahead may bring.
