Even earlier than Trump was elected, 2025 was already wanting prefer it may be one other 12 months of upheaval on the social, political and technological fronts.
Whereas the US citizens could not have prioritised wokeness, security and sustainability, Kantar is prioritising them because it does its finest to make sense of the world with its predictions for the highest 10 advertising developments of 2025.
Manufacturers go woke and undoubtedly not broke: Kantar knowledge exhibits {that a} model’s range and inclusion efforts affect the shopping for selections of virtually eight in 10 individuals worldwide. With main political, social and demographic adjustments set to make inclusion extra private for many individuals subsequent 12 months, it should change into one of the important issues for manufacturers.
The puzzle of slowing inhabitants progress: Merchandise depend on populations getting greater to drive gross sales. However world inhabitants progress is now below one p.c and is predicted to go detrimental by the top of the century. This creates an urgency for entrepreneurs to predispose extra individuals to their model and to seek out new areas wherein to develop.
Gen AI – security will come first: Information provenance can be a giant theme in 2025. Kantar analysis exhibits that greater than two in 5 shoppers don’t belief adverts which might be AI-generated. As AI turns into extra subtle, extra individuals can be pushing for transparency in the way it’s used.
Seeking to livestreaming: Some forecasts put live-commerce gross sales at 20% of complete retail in China by 2026. Livestreaming adverts can enhance each short-term buy intent and long-term model affinity. Established manufacturers will look to livestreaming adverts to construct long-term associations, whereas medium and smaller manufacturers prioritise rising consciousness and driving instant curiosity.
Demanding extra from Retail Media Networks (RMNs): Retail media might account for nearly 1 / 4 of all US media advert spend in 2028. However in 2025, there must be transparency concerning the challenges holding again entrepreneurs from investing in RMNs; improved knowledge entry, particular media measurement wants, and the flexibility to drive model fairness.
Embarking on the voyage to complete video: The road between broadcast and streaming TV is now all however invisible to viewers. Entrepreneurs that take a nuanced method, testing and studying to seek out the correct mix throughout conventional channels, SVOD, and AVOD platforms can be finest set for achievement.
Social media to innovate to recapture consideration: Just below a 3rd of individuals say adverts on social media platforms seize their consideration, a marked lower over final 12 months’s 43%. Count on extra artistic innovation and visible theatre try and seize individuals’s consideration in 2025: experimental digicam pictures, cuts, and new methods of telling outdated tales.
Sustainability set to change into advertising’s job: 2025 is a giant 12 months for sustainability laws ramping up in main economies. Kantar evaluation means that sustainability already contributes $193 billion to the worth of the world’s high 100 manufacturers: by discovering genuine methods to connect with the buyer, entrepreneurs will have the ability to flip sustainability initiatives into progress.
Manufacturers to faucet into creator communities: The tight-knit communities that creators convey collectively maintain quite a lot of energy to predispose extra individuals in direction of a model. Collaborating with creators in a two-way relationship can be essential for platforms aiming to develop their person base and advert income.
Stretching the boundaries of innovation: Innovation can be a should for bigger manufacturers that may’t simply develop in different methods, as manufacturers reimagine what they’re within the enterprise of and discover new income streams. In 2025, entrepreneurs can take inspiration from manufacturers like Oreo and Ferrero which have pushed the boundaries by innovation.
Jane Ostler, EVP, world thought management, Kantar, stated: “With so many technological and social shifts coming to a head, 2025 marks a pivotal second for advertising. These developments signify not simply incremental adjustments however a elementary shift in how manufacturers join with shoppers. Those that embrace these adjustments, prioritise data-driven methods, and champion creativity and inclusivity can be finest positioned for achievement.”
