It’s that time of the year. Already? Yes, it is the time for 2025 marketing predictions.
This year, I decided to use Kantar’s insights, as general blueprint. As we step into 2025, Kantar’s latest marketing predictions provide a good roadmap for the marketing trends shaping industries globally. In addition, while these insights are relevant across many B2B and B2C sectors, I decided to consider their application to my specific industry – data centres. Below, I look at each trend, sharing a perspective on how these predictions might intersect with data centre marketing.
1. Generative AI and Data Transparency
Kantar’s Prediction: Marketers will focus heavily on the source and transparency of data used in gen AI applications. While enthusiasm for AI is growing, significant challenges around skills and consumer trust remain.
My comment: The conversation around gen AI is evolving rapidly. Transparency in how AI models are trained and deployed will be critical to building trust among stakeholders. Marketers must also bridge the skills gap to effectively utilise this technology.
Relevance to Data Centres:
This trend is highly relevant to data centre marketers. DCs play a foundational role in enabling gen AI by providing secure, scalable, and energy-efficient infrastructures. Marketing efforts can focus on positioning data centres as indispensable for the AI revolution, emphasising their ability to handle the demands of training and running these models with high reliability. Transparency around energy consumption and carbon impact could also be a differentiator, addressing both client needs and broader industry concerns.
2. Sustainability’s Role in Marketing
Kantar’s Prediction: Sustainability will shift from a marketing initiative to a company-wide imperative. Marketers will need to align sustainability strategies with genuine business transformation to resonate with consumers and drive growth.
My comment: Sustainability is no longer optional. It demands authenticity and integration across all touchpoints. Consumers, especially younger demographics, expect tangible actions rather than superficial claims. At the same time, better to take sustainability out of marketing hands and have it become a company wide initiative…
Relevance to Data Centres:
Highly relevant. For data centres, this prediction couldn’t be more pertinent. With the industry’s growing energy consumption under scrutiny, sustainability is a key area of focus. Marketing can highlight progress in renewable energy adoption, energy-efficient technologies, and certifications like LEED or ISO. This isn’t just about compliance but about leading the narrative on environmental responsibility. Positioning data centres as part of the solution—supporting AI, cloud computing, and enterprise growth sustainably—offers a compelling value prop.
3. The Shift to Total Video
Kantar’s Prediction: As viewing habits fragment between broadcast and streaming platforms, marketers will need to adopt a “total video” strategy, balancing investments across channels to reach diverse audiences.
My comment: Not entirely new. The complexity of video consumption requires adaptability. Testing and optimising content for different formats, platforms, and demographics is essential to stay relevant.
Relevance to Data Centers:
Relevant. Well, the trend has limited direct relevance to data centre marketing, but the broader context is significant. Data centres underpin the infrastructure for streaming and video services, which can be an angle to explore when targeting media and entertainment clients. Highlighting how data centres enable seamless video delivery through robust connectivity and low-latency solutions could strengthen marketing messages tailored to this vertical. From a practical standpoint, not big news. Video has been the main vehicle for storytelling for years.
4. Creator Communities Driving Brand Growth
Kantar’s Prediction: Creators are becoming pivotal in building communities and trust. Brands that collaborate authentically with creators will see stronger engagement and differentiation.
My comments: Creator-led content offers a powerful way to connect with audiences, particularly in niche markets. I have been discussing this point multiple times, and it’s absolutely valid for both B2B and B2C, with slightly different dynamics. Aligning with the right creators can amplify brand reach and credibility.
Relevance to Data Centers:
Increasingly relevant. While influencer marketing isn’t traditionally associated with data centres, there is potential to work with industry thought leaders, content creators, sustainability advocates, or tech influencers. Advantages? Highlighting innovations or sustainability efforts through respected voices. Also, humanise a traditionally technical industry, making it more relatable.
5. Slowing Population Growth
Kantar’s Prediction: With global population growth slowing, brands must shift focus to penetration, presence, and exploring underserved markets to drive growth.
My comment: Stagnating population growth presents challenges for consumer-driven industries. Marketers need to innovate and explore untapped market segments.
Relevance to Data Centres:
Not really relevant, as far as I can see… For data centres, the implications of slowing population growth are nuanced. While fewer people may limit consumer-driven sectors, the demand for digital infrastructure continues to rise.
6. Inclusion as a Growth Imperative
Kantar’s Prediction: Diversity and inclusion will become critical drivers of brand perception and loyalty, particularly among younger generations and underserved populations.
My comments: Inclusion is no longer a checkbox; it should be fully integrated with your marketing strategy. Authentic representation and meaningful engagement with diverse audiences are paramount.
Relevance to Data Centers:
Relevant. Data centres marketers can leverage this trend by showcasing inclusive workplace initiatives, diverse leadership, and community engagement. For an industry facing talent shortages, emphasising inclusivity can also strengthen employer branding. We at AVK recently launched our new brand, and with it, our “Powered by People” employer campaign.
7. The Rise of Livestreaming Commerce
Kantar’s Prediction: Livestreaming is revolutionizing commerce, with significant potential to boost brand engagement and sales across categories.
My comment: Livestreaming might work both short-term activation and long-term branding. Success requires compelling narratives and authentic engagement.
Relevance to Data Centres:
Not very relevant…. This trend has minimal direct impact on data centre marketing. However, it might underscore the growing reliance on robust infrastructure for real-time services. Data centres can market themselves as critical “enablers of livestreaming platforms”, focusing on low-latency and reliable performance.
8. Innovation Beyond Category Boundaries
Kantar’s Prediction: Brands will explore new categories and spaces to drive growth, often through innovation and cross-industry collaborations.
My comments: Hmmm… Stretching into new categories requires careful planning and a deep understanding of our audience needs. Success depends on identifying genuine opportunities and careful use of marketing resources and investments.
Relevance to Data Centres:
Partially relevant but increasingly interesting. Data centres might not directly stretch into new “categories,” but marketing can emphasise new solutions like off-grid energy options to show innovation. Collaborating with adjacent industry sectors (e.g. data centres builders + energy solutions providers) might offer additional opportunities for growth.
9. Retail Media Networks (RMNs)
Kantar’s Prediction: RMNs will evolve into key tools for targeted, data-driven marketing, particularly for consumer brands.
Comments: RMNs provide precise targeting and full-funnel marketing opportunities. Collaboration with retailers will be essential for maximizing impact.
Relevance to Data Centres:
Not relevant. This trend has limited application for data centre marketing. However, it serves as a reminder of the value of first-party data. Data centres can emphasize their role in enabling secure and compliant data-driven marketing ecosystems for clients, enhancing their positioning in vertical markets. Yet, RMNs have little bearing on DC marketing strategies or operations.
10. Social Media and the Fight for Attention
Kantar’s Prediction: Social media platforms are losing their grip on consumer attention, demanding more creative and innovative content to stand out.
Comment: With consumer expectations rising, brands must invest in higher-quality content and creative experimentation to capture attention.
Relevance to Data Centres:
Relevant. Social media remains a critical tool for data centre marketers, especially for thought leadership and industry engagement. Content should focus on educating and informing audiences about key industry trends, such as sustainability, scalability, and emerging technologies. Leveraging platforms like LinkedIn for targeted campaigns can enhance visibility and credibility in the B2B space.
And we are all set. Now, I’d love to hear your thoughts on what it might be relevant for your future plans.