As has been the case for several years, 2025 will be marked by significant uncertainty in a shifting economic landscape shaped by political doubts and several technological advancements. In this context, here are some marketing trends likely to influence business strategies in Quebec and Canada.
1. An economic context that is stimulating yet uncertain
The Canadian economy, supported by fiscal stimulus measures and a moderate recovery in the housing market, appears to offer, at least initially, an environment conducive to growth, possibly providing some relief to consumers after years of high inflation.
However, protectionist policies proposed by the U.S. administration cast a shadow over many Canadian businesses, a significant portion of whose revenue depends on exports to the U.S. The start of 2025, marked by the official arrival of the Trump administration, will be a key event to watch, shaping the rest of the year for both businesses and consumers.
2. The growing impact of artificial intelligence
Regardless of the new U.S. administration, artificial intelligence will continue to play a central role in business marketing strategies. Many expert predictions for 2025 focus on AI. For instance, Forrester predicts increased adoption of agentic AI, designed to make decisions, plan actions, and interact with its environment without direct human intervention.
Forrester also notes that 75% of companies attempting to develop such solutions independently risk failure and highlights the impact of these technologies on jobs, with many roles expected to change or disappear. According to the World Economic Forum’s 2020 prediction, 85 million jobs will be affected by automation by 2025.
Forrester aligns with Kantar experts in foreseeing a return to pragmatism in AI adoption. In 2025, organizations will emphasize transparency and data provenance. Despite growing enthusiasm for generative AI (68% of marketing experts view it positively, according to Kantar Media Reactions 2024), consumer distrust remains a barrier, with 43% saying they do not trust AI-generated ads. Brands will need to focus on honest communication and public education.
Forrester also predicts that organizations will increasingly realize that the ROI from generative AI may take longer to materialize and could be less substantial than initially estimated. This initial excitement, followed by a return to reality, seems to be a necessary phase for any emerging technology.
3. The continued relevance of sustainable marketing
In 2025, climate change is expected to remain a pressing global issue. According to Google and PwC, 85% of consumers say they are affected by climate change in some way, driving demand for more sustainable products. Organizations offering environmentally friendly products will stand out.
An analysis by Kantar BrandZ reveals that sustainable marketing already contributes $193 billion to the value of the top 100 global brands. The firm predicts that 2025 will see stronger global legislation encouraging companies to improve their ESG practices.
4. New media paradigms
Media strategies are evolving rapidly. While investments in traditional television are declining, spending on streaming TV is increasing significantly. In 2025, brands will need to adapt their creations to multiple platforms while maintaining strong attention-grabbing capabilities.
According to Kantar Media Reactions 2024, 55% of marketing decision-makers plan to increase investments in streaming TV, compared to an 8% net decrease for traditional television. The Dentsu media trends report for 2025 highlights how the line between traditional and streaming TV continues to blur as the latter invests in live events and ad-supported subscription models.
Should advertisers choose one type of TV over the other? Many experts agree on the importance of diversification. Traditional TV still boasts strong recognition and reaches an older audience, while streaming TV offers new placement opportunities and appeals to younger viewers.
On the topic of broadcasters and advertisers, it will be interesting to see how much emphasis is placed on women’s sports in 2025, following record-breaking 2024 viewership for the WNBA and a promising first season for the PWHL.
5. Two-tiered access to information?
Another trend noted by Dentsu is the potential emergence of a gap in access to quality information. In 2024, many media outlets continued their transition to paid models, while regional media faced further cutbacks.
Will we see the establishment of a two-tiered information system, where one segment of the population has access to more rigorous and comprehensive information they can afford, while others are less well-served?
In Quebec, it will be important to monitor the business models of major newspapers like Le Devoir, La Presse, and Le Soleil, and the extent to which they continue offering free content. It will also be worth following decisions by major media groups such as Quebecor and Bell Media regarding their support for local media.
In 2025, marketing decision-makers in Quebec and Canada will once again face multiple challenges to remain competitive: navigating an uncertain economic context, integrating technological advancements, meeting growing demands for sustainability and inclusion, and reinventing their media strategies. A tall order indeed.
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