testing and learning to find the right mix across traditional channels, SVOD, and AVOD platforms will be best set for success.
# 7: Social media to innovate to recapture attention
Just under a third of people say ads on social media platforms capture their attention, a marked decrease over last year’ s 43 %. This can’ t simply be attributed to an attention deficit among younger audiences; disenchantment has struck every generation. Kantar expects to see more creative innovation and visual theatre attempt to capture people’ s attention in 2025: experimental camera shots, cuts, and new ways of telling old stories.
# 8: Sustainability set to become marketing’ s job
2025 is a big year for sustainability legislation ramping up in major economies, which will force businesses to see sustainability as an opportunity as well as a risk. Kantar analysis suggests that sustainability already contributes $ 193 billion to the value of the world’ s top 100 brands: by finding authentic ways to connect to the consumer, marketers will be able to turn sustainability initiatives into growth. We see organisations in Kenya and other markets not only leveraging strategic investments and technological advancements to drive economic resilience and growth but ensuring that local communities aren’ t just beneficiaries; but are the architects and owners of sustainable innovative change. According to Standard Chartered Bank’ s 2025 Global Market Outlook, Kenya’ s proactive fiscal policies and sectoral diversification are positioning it as a critical player in Africa’ s economic progress.
# 9: Brands to tap into creator communities
The creator economy is booming, offering brands powerful opportunities to connect with engaged audiences and build trust. The tight-knit communities that creators bring together hold a great deal of power to predispose more people towards a brand. Collaborating with creators in a two-way relationship will be important for platforms aiming to grow their user base and ad revenue.
# 10: Stretching the limits of innovation
Innovation will be a must for larger brands that can’ t easily grow in other ways: brands which can find new space in which to operate double their chances of growth. Those with high penetration and a strong probability of growth then have momentum to reimagine what they’ re in the business of and explore new revenue streams. In 2025, marketers can take inspiration from brands like Oreo and Ferrero which have pushed the boundaries through innovation.
Jane Ostler, EVP, Global Thought Leadership, Kantar, commented, " 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 datadriven strategies, and champion creativity and inclusivity will be best positioned for success. Our 2025 Marketing Trends put brands on the front foot in understanding these shifts, anticipating future challenges, and making informed decisions that shape their future."
Download the full Marketing Trends 2025 here: https:// www. kantar. com / campaigns / marketing-trends
Simiso Ncube is the Associate Director, Analytics – WECA, Co-Global CREW ERG Lead, and I & D Champion for WECA You can commune with her via mail at: Simiso. Ncube @ kantar. com.