Here’s a summary with key insights from the LT Marketing and Leadership Show on 12 February 2025:Key Marketing Trends from Kantar’s “Marketing Trends 2025” Report (Final Five Trends) 1. Inclusion Imperative (“Woke and definitely not broke”): • Brands ignoring diversity and inclusion risk losing relevance, especially with Gen Z, Millennials, LGBTQ+, neurodivergent individuals, and people with disabilities. • 89% of consumers in emerging markets value inclusivity, compared to 71% in developed markets. • The ‘Africanisation’ trend (1 in 4 people will be African by 2050) presents significant opportunities for inclusive branding. • Inclusion is essential for future growth, requiring brands to go beyond token efforts. 2. Slowing Population Growth: • Population growth under 1% poses challenges for market penetration but offers stability in market share. • Changing demographics (delayed marriages, fewer children, smaller households) reduce spending but increase household numbers. • Brands must leverage accelerators like expanding audience reach, enhancing presence, and exploring new markets to sustain growth. 3. Stretching Innovation Limits: • Brands that find new uses or markets for their products double their growth potential. • Examples: Oreo and Ferrero in ice cream, Oral B in bathroom products, Samsung in retail stores. • Innovation requires balancing risk and opportunity, especially for larger brands aiming for incremental growth through category expansion. 4. Evolving Retail Media Networks (RMNs): • RMNs (retailer-operated digital ad platforms) offer precise targeting via first-party data. • By 2028, RMNs will account for 25% of US media ad spend, driven by personalised marketing. • Success depends on collaboration with retailers for data insights, tailored content, and addressing investment challenges like data access and measurement. 5. Livestreaming Growth: • Livestream shopping can boost brand assets by 10-15% (established brands) and drive 30%+ immediate interest (smaller brands). • China’s success with platforms like Taobao Live and WeChat sets the trend, with Gen Z and Millennials as key audiences. • Focus on consumer sentiment, engaging narratives, and brand recall for long-term success.Key Takeaways for Marketers: • Embrace Diversity and Inclusion for competitive advantage. • Adapt to Demographic Changes by exploring new markets and enhancing brand presence. • Innovate Continuously by expanding product offerings and entering new spaces. • Leverage RMNs for precise, data-driven marketing. • Capitalize on Livestreaming for immediate engagement and long-term brand affinity.These trends provide a roadmap for future-focused marketing strategies, encouraging brands to anticipate challenges and drive growth through innovation, inclusivity, and digital advancements.Take a seat, tune in, and let’s make positive change contagious.Learn more at www.kevinbritz.comhttps://www.kevinbritz.com/book/
