As marketing takes on a more strategic role in advancing sustainability, CMOs and marketing leaders need clear metrics to track progress and demonstrate impact.
That’s why UN Global Compact and Kantar's Sustainable Transformation Practice have launched together the CMO Blueprint for Sustainable Growth Benchmark Survey. This industry-first global benchmark is designed to help marketers assess their performance against peers, identify gaps, and insights to guide strategies.
We’d love your input. The survey is short (about 3 minutes), fully anonymous, and your responses will help shape the future of sustainable marketing.
As a thank you, you'll receive early access to the results—insight into how marketers globally are navigating this space and what support they need to lead.
By completing the CMO Blueprint Benchmark Survey, you will:
- Benchmark your current performance against peers
- Receive early personalised insights to guide your strategy
- Contribute to the creation of an industry first progress overview
Grow Your Business Value. Grow Your Impact.
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Introducing the CMO Blueprint for Sustainable Growth, a unifying, principles-based framework, designed to guide Chief Marketing Officers and Senior Marketing Leaders in embedding sustainability into their core marketing strategies. This blueprint provides actionable steps, case studies, and essential resources to drive sustainable growth and meaningful impact. |
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Together, we can help build the tools and data needed for marketers to drive growth and real sustainability impact.
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Florence Debret |
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Isabelle Mérillou |
How AI can supercharge the development and delivery of bold new ideas
AI is revolutionising marketing, but what about innovation, a space where human curiosity and creativity have long led the way?
“Intelligent Innovation: How AI can supercharge the development and delivery of bold new ideas” explores how AI is transforming the innovation process, helping you unlock new opportunities and deliver bold innovations , when applied in the right way.
In this new landscape, brands that don’t understand what AI can do for them, or that don’t have the right agents with the right understanding and the right data sets, risk getting left behind. This booklet explores the huge potential that AI has when used in the right way.
Download this thought-provoking booklet to:
- Explore the current innovation landscape and how cutting-edge tech fuels successful innovators today.
- Learn more about the pivotal role AI plays at every stage of innovation and how to make it work for your brand.
- See how innovative brands leverage AI to boost success while understanding how to tackle its challenges head-on.
Kantar is your indispensable brand partner in a world being reimagined by AI
We operate at the intersection of data science, marketing strategy and organisational performance to empower you with the most advanced AI capabilities that deliver growth for your brand and your team. Together we’ll harness the power of AI to shape your brand’s future.
Get in touch and find what you need to navigate in this ever-changing world of AI and discover opportunities to shape your brand future.
I would love to discuss with you the practical guidance on future-proofing your innovation and overcoming AI-related challenges. Get in touch to discover how Kantar can assist you in implementing AI solutions in your business.
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Eduardo D’Ávila Lins de Faria |
Fast, affordable CX insights that unlock brand growth? Yes, please!
Did you know that brands that improve their customer experience are 2.5 times more likely to significantly increase their market share?
So, why are you still relying on traditional CX metrics that don’t always translate to business growth or build competitive advantage? We’ve just launched the answer on Kantar Marketplace: ExperienceEvaluator - a fast, flexible, and cost-effective way to get high-impact customer experience insights with Kantar.
In as few as 4 days, ExperienceEvaluator delivers:
- Rapid insights from real customer feedback
- Clear priorities to improve critical touchpoints
- Competitive context to benchmark your brand and spot growth opportunities
- Superior sample quality with Kantar’s advanced fraud detection technology
Get in touch to transform your brand with Meaningfully Different Experiences
It’s agile, cost-effective, and a smart way to start building CX excellence with Kantar. Strong experiences drive stronger brands. Let’s connect and explore how this can support your goals. Get in touch to explore the solution and request a demo.
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Gino De Vooght |
Is your marketing data helping you to make better decisions? Are you struggling to make sense of the vast amounts of data at your disposal? Is your brand tracking falling behind the demands of modern decision-making?
In a world where marketing and insights professionals are drowning in dashboards but starving for direction, the real challenge isn’t access to data; it’s knowing what to do with it.
Join us for a practical live session on Tuesday, July 8th, where we will explore how leading brands are closing the data-decision gap.
Discover how you can transform your brand tracking into a strategic growth engine by infusing analytics and eliminating data waste to make better decisions.
Why Attend?
- Discover how you can make more informed decisions about pricing, marketing effectiveness, and getting your brand in the boardroom.
- Gain insights on disentangling short-term trends from long-term trends in your current data set.
- Understand how to integrate the latest technologies into your brand guidance program.
Let’s Keep the Conversation Going
If these sessions sparked ideas or raised questions, we encourage you to reach out to our Belgium experts. Whether you're curious about how to apply the innovation insights or want to explore brand opportunities more deeply, we’re here to help you navigate the next steps in your market.
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Eduardo D’Ávila Lins de Faria |
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Martine Philippe |
Guided by experts. Supported by AI. Designed for decisions in the moment.
In today’s fast-moving market, you need more than just data—you need to see what people really think and feel, as it’s happening. That’s where Kantar Live comes in.
Kantar Live blends the depth of qualitative insight with the scale and speed of quant, all in a single, expertly moderated online session. With built-in AI analysis and Kantar’s proprietary frameworks, it helps you make faster, smarter decisions—grounded in real consumer perspectives.
Whether you’re shaping innovation concepts or refining creative ideas, Kantar Live helps you move quickly from exploration to action.
Here’s how it can help you:
- Explore deeply, act quickly: Get real-time feedback through 30–60 minute live sessions designed for active engagement
- Make insight work harder: Blend emotion-rich qual with validated quant to uncover what resonates without switching tools
- Adapt in the moment: Built-in AI helps you pivot as the conversation unfolds and probe what matters most
- Move with confidence: From moderation to post-session debriefs, our experts are by your side, helping you drive impact at speed
Tailored Solutions with Kantar Live
Kantar Live adapts to your needs — whether you're co-creating, optimising innovation, or refining creative ideas. Each approach delivers fast, actionable insights through real-time consumer feedback and expert-led sessions.
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Innovation Concept Co-Creation |
Innovation Concept Optimisation |
Creative Concept Optimisation |
We would love to arrange a demo to show how Kantar Live could support your next project and unlock faster decision-making to grow your brand. Let us know what works for you.
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Eduardo D’Ávila Lins de Faria |
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Isabelle Mérillou |
Don't miss out on the excitement! We are celebrating 20 years of Kantar BrandZ insights, and you're invited to join the fun!
Awards for the Strongest Belgian Brands and Insights from the Top 100 Most Valuable Global Brands
Volatility means opportunity. In a world where disruption is the new normal, the brands that thrive are those that dare to lead. Join us as we unveil the 2025 Kantar BrandZ insights—where data meets inspiration, and where the blueprint for brand growth is not just revealed, but activated. Discover how the most valuable brands are built through Meaningful Difference and Salience, and how your brand can be next.
Join the fun
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Thursday, September 18, 2025 |
14:00 - 14:30 Welcome |
Wolvengracht 48C |
How to reach the celebration
Car parking nearby
- Interparking Monnaie (Rue Fossé aux Loups 41) – across the street
- Parking 58 (Rue de l'Évêque 1) – 5 min walk
- Q-Park Grote Markt (Rue du Marché aux Herbes 104) – 7 min walk
Bike parking
- Racks available near the entrance (Rue Fossé aux Loups)
Public transport
- Metro: De Brouckère (2 min), Gare Centrale (7 min)
- Bus/Tram: De Brouckère stop (Tram 3, 4, 32; Bus 29, 66, 71)
- Train: Brussels Central Station (7–10 min walk)
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Explore BrandZ data for free Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ. |
Get in touch with Kantar’s BrandZ experts
For more detailed insights and personalized assistance, our Belgium BrandZ experts are here to help. Contact us to discuss how we can support you in shaping your brand’s future and leveraging the latest market trends.
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Sana Hussain |
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Isabelle Mérillou |
Why does synthetic data matter for brands?
At Kantar we know that Brands grow by being meaningfully different to more people. This is where synthetic data can help. Marketers can use synthetic data capabilities to understand more people, to make informed decisions and to explore new scenarios with confidence. Synthetic data can help brands win the micro-battles to predispose more people, be more present and find new space in a fragmented, personalised world.
Myths and realities
There are still a lot of misconceptions about what synthetic data can and can’t deliver.
Myth 1: Synthetic data does not need human data for training
In reality, synthetic data must be grounded in real-world human data to be relevant and accurate. It requires both historical (time series) and fresh sample data to reflect real-world complexities and ensure decision-making relevance.
Myth 2: Synthetic data can answer any question autonomously
While digital twins and synthetic models can extend insights, they are limited by the scope of the original data. They cannot independently generate answers to entirely new or unrelated questions without foundational data.
Myth 3: Synthetic data is inherently biased or inaccurate
When built on high-quality, fraud-free, and permissioned datasets, synthetic data can closely mirror real human responses and improve statistical power, especially in underrepresented groups.
So it's not simple: there are many details that are critical to success.
Curious for more after this short extract? Read our full articles on synthetic data.
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Unlock the power of synthetic data to reach hard-to-access audiences, speed up research, and simulate future scenarios. But beware—without high-quality real data as a foundation, synthetic insights can mislead more than they reveal. |
Looking to gain deeper insights on AI?
Connect with Kantar today and discover how our expert analysis and solutions, including those powered by AI, can empower your growth. Get in touch for more information on the experimentation we are doing in the use of Large Language Models in market research.
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Abhijit Vaiude |
Your Creative Strategy, empowered by AI
With Cannes just 1 week away, it's time to finalise your agenda for a week of inspiration and learning. Let Kantar help you unlock your brand’s full potential with our AI-powered insights and creative solutions.
Our exclusive content program will provide you with indispensable insights on how AI can empower your creative strategy and elevate your team's performance.. Don't miss the chance to have one-on-one discussions with our experts and AI specialists.
Check our programme or book a meeting with us
Connect your creativity to commercial outcomes.
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Our LINK creative development portfolio will help you build stronger ads and magnify the impact of your media dollars, achieving your commercial objectives and growing your brand faster. |
Not attending Cannes this year?
No worries! We're bringing all the insights from the week to you. Get ready for the ultimate Cannes Lions 2025 recap! Our Cannes in a can digital debrief features five Kantar experts who will break down the hottest trends from the event. View the recording
Kantar AI Clinic
Kantar AI will empower you to make better decisions, where it matters, when it matters. Book some time with our AI strategists to understand the next AI strategy steps you should be taking.
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Sana Hussain |
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Isabelle Mérillou |
We think you’d be interested to receive a complimentary copy of the Diary of a CMO – 7 takeaways for your marketing challenges.
In this 14-page executive summary, you’ll find the evidence you need for the boardroom and actionable tips to leverage Brand Equity and Brand Growth.
Alongside the foreword by Prof. Koen Pauwels, 'The best marketing academic on the planet' according to Mark Ritson, you’ll find concise recommendations for your marketing challenges from Kantar experts.
Download this complimentary guide for key takeaways, including:
- Three key points for a strategic penetration
- Two considerations for price correction with minimal losses
- Navigating the messy middle for sales conversion
- What are the key metrics to prioritise for Brand Growth?
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A new standard for brand equity measurement MASB certifies Kantar’s Meaningful Different and Salient framework |
We would love to share more of our findings and learn how we can support further in your business case.
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Martine Philippe |
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Machteld Andries |
Charting 20 years of brand value
Kantar BrandZ 2025 ranking reveals the world’s most valuable brands
US brands now comprise 82% of the total value of the Global Top 100, up from 63% in 2006, but a rise among Chinese brands and volatility caused by escalating tariffs could threaten this order. Chinese brands have doubled their value over the past 20 years, now accounting for 6% of the overall value of the Global Top 100. These shifts have come at the expense of European brands, which for now account for only 7% of the Global Top 100 (down from 26% in 2006)
Some trends from Kantar BrandZ’s global report include:
- Retail continued its post-pandemic surge, with overall brand value growth up 48% as ecommerce and private label create value for consumers in inflationary times.
- In contrast, brand values in consumer categories like apparel (0%), food & beverages (-1%) and personal care (-5%) remained flat or declined.
- Alcohol (-11%) has been under pressure from reduced consumption, especially among younger generations who instead focused on health and wellness, including increased consumption of low/no alcohol beverages. The fragmentation in spirit flavours and craft beer is also diluting the market share of legacy brands.
- The luxury sector, one of the few sectors to grow through the pandemic years, has dropped 2% in 2025. This is in part because of softer demand in China, where scrutiny of displays of wealth and extravagance have shifted consumer preference towards lifestyle experiences instead of status symbols.
Download the full report to see the trends from 13 different category’s. The report also contains 10 implications for better marketing decisions. Discover the full potential now.
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Explore the Global Top 100 list of the world’s most valuable brands. Seven newcomers enter for the first time. There are six re-entrants to the Global Top 100. |
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Explore BrandZ data for free<br< Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ. |
KANTAR BRANDZ CONTACT DETAILS
The Brand Valuations in the Kantar BrandZ Most Valuable Global Brands 2025 report are produced using the latest market data from Kantar, along with S&P Capital IQ and Euromonitor.
The consumer viewpoint is derived from the Kantar BrandZ database. Established in 1998 and constantly updated, this database of brand analytics and equity is the world’s largest, containing over 4.5 million consumer interviews, and 22,000 brands in over 54 markets.
For further information on Kantar BrandZ products and services, please contact:
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Sana Hussain |
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Isabelle Mérillou |