The reportTendências de Marketing 2025, conducted by Kantar, brings together the main marketing trends for this year and points outinsightsabout which pillars should be observed by brands and professionals interested in engaging with the contemporary consumer. The reading of the content reveals that sustainability, live streaming and generative artificial intelligence are some of the innovations present in this reading of behavioral and attitudinal data in a scenario characterized by social changes, demographics, regulatory, legislative and by unchecked technological advances – to say the least. But, it is about the issue of age transformation that we intend to focus on, analyzing how this key of understanding can be applied in the reading of each of the 10 trends
The choice to analyze how each trend can be applied in the relationship with the mature consumer – from the perspective of riding the wave of the Silver Economy – is guided by the expertise of theMV Marketing, first digital agency specialized in the 50+ audience. In our experience and in light of Brazil's aging population, ignoring this segment is neglecting an opportunity to be in a market that has moved, globally, 15 trillion in 2020, according to the Longevity Report from the Dom Cabral Foundation (FDC). Next, we explore how each trend interacts with the silver market and we explain how the agency addresses solutions for our clients.
Trend #1 | Security in the foreground with Generative AI
With the rise of generative artificial intelligence, the security and relevance of training data become crucial. AMV Marketingtrain the agency's AI based on Literacy in Longevity – eliminating stereotypes and building inclusive narratives for the 50+ audience. This training ensures more respectful and authentic interactions, combating age-related prejudices still present in communication
Trend #2 | Sustainability as a central point
According to Kantar, 87% of Brazilians want a more sustainable lifestyle and 56% of consumers boycott companies that do not commit to the issue. Sustainability has already contributed R$ 1,1 trillion for the value of the 100 largest global brands, but many companies still need to make their actions more relevant to consumers. The 50+ audience is especially engaged in this cause and seeks brands that share their values. MV reinforces the importance of authentic sustainable actions – and supports clients in their development so that they generate trust and connection, especially with mature consumers
Trend #3 | Inclusion as a growth imperative
Kantar highlights that inclusion will be essential for brand growth in 2025. In Brazil, 76% of the population believes that companies have a duty to make society fairer, an index above the global average. Despite that, many brands still underestimate the impact of inclusion. Not investing in diverse communities results in a potential loss of R$ 1,9 trillion in purchasing power. TheLiteracy in Longevitydriven by MV, guide brands to represent this audience with authenticity, exploring your autonomy and influence
Integrating age diversity into inclusive actions is an opportunity for differentiation and impact. In 2025, the brands that embrace all generations, especially the 50+ audience, will be better positioned to grow in a rapidly aging world. Inclusion is not just social responsibility, but a strategic path to relevance and solid results
Trend #4 | More authentic and relevant social media
Again, we are talking about authenticity. Effective campaigns for the 50+ audience on social media require representation, utility and truth. A MV bets on humanized messages, positive images and real stories to capture the attention of this group. By building relationships based on trust and empathy, we help brands stand out in an increasingly competitive digital environment
Trend #5 | The challenge of population decline
With population growth slowing down – there is a forecast of decline until the end of the century –, brands will face an unprecedented challenge: to gain a larger market share in a world with fewer consumers. Late marriages, smaller households and changes in consumption patterns among older groups make the scenario even more complex, demanding innovative strategies to stand out. In this context, the 50+ audience becomes essential for brands that want to maintain relevance. A MV providesinsightsabout the profiles and behaviors of the new maturity, helping brands create products and services aligned with the needs of this segment
Trend #6 | The era of fragmented video formats
Video consumption is diversifying on platforms like broadcast television, streamingand advertising-based services. AMV Marketingdefends a personalized approach for the mature audience, with clear and humanized messages, accessible visual elements and intergenerational content that promote meaningful connections
Trend #7 | Creator communities as strategic allies
Creator communities are a powerful bridge to connect brands to consumers. In topics such as sports, beauty or longevity, these creators generate trust and boost the audience's predisposition towards brands. In 2025, success will depend on aligning creators' content with companies' strategies, ensuring consistent coverage across various channels. MV argues that companies need to change their approach to engaging with content creators, especially those who represent the mature generation. Instead of imposing your messages, brands must learn from creators, recognizing them as authentic representatives of their communities. This relationship should be collaborative, offering support to creators and valuing their voices and experiences. Supporting them means contributing to strengthening their narratives and, at the same time, learn from your insights about the mature audience. Creators of this generation bring a valuable understanding of needs, of the desires and values of their peers, making them strategic allies to build genuine connections and strengthen brand trust
This change in mindset transforms creators into valuable partners, that enhance the impact and authenticity of campaigns. Investing in this collaboration is essential for brands that want to grow sustainably, respecting and engaging diverse communities
Trend #8 | Innovation as a growth lever
Innovation needs to meet different generations. Features aimed at the mature audience often benefit all ages.For established brands, that face growth challenges, innovation will be the key to unlocking new opportunities in 2025. Those who explore new spaces can double their chances of growth, especially when they reimagine their offerings and identify alternative revenue streams. The vision of theMV Marketinginnovation must start in the development of products that meet different generations. Specific features for the mature audience can also benefit all ages, creating universal solutions. A classic example is the microwave, that was originally designed to provide safety for the elderly public and, with time, it has become indispensable in homes of all generations. This type of inclusive approach ensures relevance and expands the potential market
Images and intergenerational content also play an effective role in communication. Campaigns that connect different generations have a great impact, reinforcing that it is not necessary to isolate the 50+ audience in exclusive groups. On the contrary, integrating this audience into broader narratives promotes meaningful connections and strengthens brand perception. The strategic planning of MV Marketing provides a detailed diagnosis of the market and the target audience, allowinginsightsfor the brands, definition of clear goals and tailored strategies. This dynamic process considers constant changes in the market and the business environment, ensuring that brands are ready to innovate and grow. In 2025, companies that incorporate intergenerational innovation in their products and strategies will be at the forefront of a market that values inclusion, creativity and universal solutions
Trend #9 | Purposeful live broadcasts
Live broadcasts continue to stand out as a powerful tool for engagement and sales. In 2025, live commerce promises to play an even more relevant role, especially for fast-moving items. However, all sectors can benefit, adapting this approach to its characteristics and the target audience. The experience of the team ofMV Marketing – built through the analysis of data and the performance of digital campaigns over the years – shows that, beyond authenticity, representativeness and endorsement by experts, it is essential for brands to awaken needs sometimes unnoticed by the mature audience. An example of this is the adaptation of homes to promote safety, comfort and connectivity – needs that are often not noticed until something happens, like a fall or social isolation
Telling reality spontaneously and combining these accounts with statistical data is an effective way to awaken these needs. Live broadcasts can be an excellent channel to share impactful news and present solutions that meet these demands, creating emotional connections and encouraging practical actions. By incorporating these strategies, brands can use live broadcasts not only as a sales tool, but as a platform to build trust, educate and engage with the 50+ audience. In 2025, companies that explore this format with authenticity and relevance will be better positioned to grow and positively impact their consumers
Trend #10 | Evolving retail media network
Retail media networks (RMN) are transforming the way brands and consumers interact. With targeted and personalized ads on retail websites, applications, media from external partners anddisplaysdigital in stores, they enable more precise and effective campaigns. By collaborating with retailers and using primary data, marketing professionals can optimize spending and increase the effectiveness of their campaigns, reaching audiences with greater relevance. НаMV Marketing, we understand that personalization is the best approach to communicate with the 50+ consumer. However, to reach this ideal, first it is necessary to combat ageism that places the mature audience in a homogeneous mass. The Brazilian market – especially among consumers aged 50 or older – displays a diversity often underestimated. To stand out in the silver market, it is vital to recognize and embrace this plurality in maturity
With this structured approach, we help brands explore the full potential of RMNs, creating optimized campaigns that engage with different profiles of Brazilian maturity. In 2025, brands that value and integrate this diversity will be better prepared to lead and positively impact the market
Camilla AlvesCo-founder of MV Marketing, has been active in the Silver Economy since 2018. Digital marketing and data analytics specialist – with over 10 years of experience –, Camilla has a degree in Business Administration and a master's in Data-Driven Marketing, with a specialization in Data Science, by the Nova Information Management School (Nova IMS), from Nova University of Lisbon, in Portugal. He started his career in the administrative area and later transitioned to digital marketing at Endeavor Brazil
Bete MarinCo-founder of MV Marketing, is an entrepreneur in the Silver Economy, since 2015. Strategic planning specialist, integrated communication and events, she has over 30 years of experience.Bete has a degree in Marketing, postgraduate in Gerontology (Albert Einstein Institute); in Communication (ESPM); and has an MBA in Marketing from Fundação Getulio Vargas (FGV). He started his career in large companies and consolidated his professional growth at Gerdau, being responsible for the promotion and advertising of products in Brazil
