CXO INSIGHT

Firstly , tell me more about Kantar and the services it offers .

Kantar is the leading data and analytics consultancy that helps advertisers , publishers and retailers around the world make informed decisions through consumer insights . Our services span the entire marketing spectrum , helping brands to understand their audiences , whether new or old , and build brands that stand out in our ever-changing world .

Fundamentally , it ’ s not what you do but the way that you do it . Focusing on inclusion requires brands to follow principles of authentic diversity and representation , reflecting the reality of people and their world today . While the term representation often suggests a focus on visuals , true inclusivity goes far beyond appearances . It involves realistic – not idealised – portrayals of individuals , ensuring marginalised communities are represented without bias or stereotypes and an embracing of cultural nuances that drive genuine inclusion .

We can analyse behavioural shopper data , provide accurate brand measurement and conduct creative and media effectiveness testing based on what people do and think every day . We ’ re in a unique position in that we have billions of historical datapoints that allow us to track consumer attitudes and behaviour over time and search and social analysis tools that can identify trends before they hit the mainstream .

Now all this work is becoming even more nuanced : in recent years we ’ ve invested heavily in cutting-edge technology , particularly Artificial Intelligence ( AI ) and Machine Learning to develop entirely new ways to reach audiences and understand what makes them tick . Our AI-supported solutions are helping brands to optimise campaigns , anticipate consumer needs and maximise their ROI . That ’ s vital for marketers , who want to insure their brand against market fluctuations and are heavily reliant on economic stability and consumer confidence .

What was the most surprising aspect of the results of the 2025 Marketing Trends report ?

One of our most striking insights as we look to the year ahead is the readiness gap in AI adoption among marketers . Over a third ( 36 %) of marketers think they or their teams lack the skills needed to fully leverage AI . This is surprising because AI is increasingly central to marketing innovation , from optimising media buying to creating personalised ads that resonate . Whether I ’ m speaking to a challenger brand or a long-established household name , wrestling with the inevitable rise of AI is an issue that ’ s topping the agenda of most boards .

As an industry , we ’ re known for adapting quickly to change but this gap suggests a significant area for improvement ; upskilling and training quickly emerged as areas where many organisations are lagging . In fact , it ’ s exactly why we have a training programme at Kantar , accredited by MIT Horizon , to empower every one of our colleagues with the essential AI knowledge and skills needed to excel in their roles and to enrich their understanding of how AI impacts the world around us .

Why do you think brands haven ’ t taken DE & I seriously enough so far ?

It ’ s not just about taking diversity , equity and inclusion seriously . It ’ s about doing it well and being cognisant of the risks if a brand gets it wrong . We ’ ve seen various examples of companies being called out for failing to translate diversity , equity and inclusion into meaningful action . Why ? Because they see it as a tick-box exercise .

This approach yields proven short- and long-term gains for marketers in terms of sales and brand perceptions when done right . Shoehorning inclusion into the conversation because you feel you have to is the wrong approach and will only lead to consumers calling you out .

With slow population growth , how can marketers find new spaces to grow ?

It ’ s easier to grow if the population is growing , because fundamentally your target audience is growing . However , when that starts to decline – as it is in many countries – you might want to find ways of making yourself relevant to more people , more often . Brands often find growth through stretching into new categories . Take Nutella , for example , which has evolved from being a pantry staple to becoming a versatile ingredient featured in various food offerings . It ’ s now used in pastries sold at McDonald ’ s and is a go-to flavour in ice creams around the world . Some brands would pay for that level of exposure , whereas Nutella has simply found a way to grow its brand organically beyond the shelves and cupboards of our homes .

There ’ s also success to be found in understanding how your consumers ’ needs are changing , so that you ’ re ahead of changing population or other socio-demographic trends . For instance , men are taking on more responsibilities at home – especially as more live alone – but the ad industry is not keeping pace . As little as 15 % of ad testing in the homecare sector seeks the feedback of men . Long gone are the days where all cleaning products could be marketed to women as the sole target audience . It ’ s about marketers being innovative and thinking of ways to combat some of the headwinds that are facing them – the COVID-19 pandemic and cost of living crises are evidence enough that it is possible to do .

Two in five consumers don ’ t trust ads that are AIgenerated . Why do you think this is ?

We ’ ve seen lots of recent examples of ads , including Coca Cola ’ s iconic Christmas ad , that are almost entirely AI-generated . However , distrust doesn ’ t come from AI being used itself – our testing shows people love the Coca-Cola ad . It comes when there ’ s a lack of transparency . People like me will look very closely and notice that the animation looks a bit funny or a character model might be morphed – but most people don ’ t notice , which is why most people are perfectly happy with AI-generated ads .

There ’ s currently no obligation for anyone to be transparent and say that AI has been used , but that could change . I can see it becoming a requirement for brands to declare when they have

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