In its Marketing Trends 2025 report, Kantar said that its data showed that a brand’s diversity and inclusion efforts influence the buying decisions of almost eight in 10 people worldwide, and added that political, social and demographic changes would make inclusion more personal for lots of people in the next year.

Data provenance will also be a big theme in 2025, Kantar said, with more than two in five consumers not trusting adverts that are AI-generated.

Kantar added that as AI becomes more sophisticated, more people will be pushing for transparency in how it is used, and marketers will need reassurance that the training data the models are based on are trustworthy, relevant and reliable.

Other key themes include how to grow brands in a world where population growth is negative, the rise of livestreaming adverts and the importance of sustainability in marketing.

Kantar said 2025 would see a need for more transparency about the challenges holding back marketers from investing in retail media networks, namely improved data access, specific media measurement needs and the ability to drive brand equity.

Other themes include the continued importance of streaming and social media, the need to engage with creator communities and the need for greater innovation.

Jane Ostler, executive vice-president, global thought leadership at Kantar, said: “With so many technological and social shifts coming to a head, 2025 marks a pivotal moment for marketing.

“Those who embrace these changes, prioritise data-driven strategies, and champion creativity and inclusivity will be best positioned for success.”