The top B2B marketing trends in 2025 include AI-driven insights, first-party data strategies, and balancing automation with authenticity. In this report, marketers and agencies can learn how to embrace these evolving strategies in order to boost engagement, trust, and ROI.

The free, ad-supported internet runs on consumer data. But privacy legislation is making it harder for advertisers to take advantage of it.

Consumers are cautiously optimistic about AI use. Over 100 million people will use generative AI (genAI) in the US this year, per our June 2024 forecast. But many are still distrustful of the tech as it relates to consumer privacy, personalization, and its capacity to hallucinate. Here are five charts demonstrating how consumers really feel about AI, and what marketers can do to make them more comfortable with the evolving technology.

If you’re happy and you know it … will you click? Data shows consumers remember and engage with emotionally resonant ads. It’s not just about making consumers happy. They’re drawn to content and marketing campaigns that are funny, foster a sense of belonging, and tell compelling stories. Here are five key stats on why marketing through emotions matters and what advertisers should keep in mind.

The final version of the Consumer Financial Protection Bureau’s Section 1033 rule clarifies how financial institutions and apps must protect and share customer data.

The Canadian bank pled guilty to criminal charges for its AML failures and accepted penalties and growth limitations imposed by a US regulator.

Some 44% of US executives have invested in responsible AI practices to holistically manage the risks involved with using the technology, according to an August 2024 report by PwC.

Doctors are using genAI to respond to their patients’ MyChart messages: But patients aren’t always aware, which can erode the trust underpinning the patient-physician relationship.

X releases first post-Musk transparency report: Platform seeks to reassure advertisers with increased content moderation and government compliance.

Our third annual study reveals which account opening features US consumers value most, based on our exclusive survey.​

To out-influence Gen Zers’ favorite financial social media creators, banks should mimic certain finfluencer strategies.

Customers want more transparency in banks’ lending decision-making processes and more control over the data that factors into them.

Marketers may be obsessed with reaching younger consumers, but that doesn’t mean that baby boomers aren’t worth their time. Next year, 11.3 million consumers ages 55 to 64 and 10.8 million consumers 65 and older will make a purchase via social media, per our forecast.

Financial institutions will need to jump through some hoops to attract these young adults and build long-term relationships with them.

Gen Z is ready to spend this season. Millennials may be a bit cautious. YouTube is the place to go if brands want to get on Gen Alpha’s radar. And for older consumers, trust is the key to getting them to spend. Here’s how retailers can appeal to each generation as the holiday season readies for Cyber Five.