Brands' appetite wanes for creative risk-taking, per Lions research
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Dive Brief:
Only 13% of brand marketers and creatives view their companies as 'risk-friendly' when it comes to creativity, while 29% are highly risk averse, according to the 2025 State of Creativity report from Lions, which produces the annual Cannes Lions creativity festival.
The report, now in its fifth year, surveys more than 1,000 marketers and creatives around the world and includes qualitative information from one-on-one industry leaders. More than half of respondents (51%) said their customer insights are too weak to develop bold creative, and 57% said they struggle to react quickly to cultural moments.
The survey also revealed that brands are increasingly focusing on short-term marketing activities, rather than long-term brand building. In the 2025 survey, nearly two-thirds (63%) of respondents said their brands were focusing on such tactics, up from 53% in 2023.
Dive Insight:
Brand and agency executives are becoming more risk-averse when it comes to marketing creative, which could negatively impact growth, according to the largest creativity festival. Outside data cited in the report backs up the assertion that stronger creativity leads to better business results. Brands that take creative risks generate four times higher profit margins than those that don't, per WARC and Kantar. Additionally, brands with an appetite for creative risk are 33% more likely to see long-term revenue growth, according to Deloitte.
The aversion to 'creative risk-taking,' defined by the survey as 'bold, unconventional ideas that challenge norms and engage audiences in unexpected ways,' boils down to issues marketers face like poor insights and an inability to respond to cultural moments quickly, per the report.
With regard to insights, 51% of respondents said their ability to develop high-quality insights was poor or very poor. Conversely, only 13% said their ability was very good or excellent. The main barriers to developing quality insights were a lack of understanding and clarity as to what makes a good insight, not enough priority on insight development and insufficient time allocated to insight exploration.
The report noted that strong agency-brand relationships and more diverse teams and methods yielded better, more actionable insights. Additionally, AI use also increased efficiency and reduced bias.
A lack of confidence in consumer insights is also leading to brands' inability to respond to cultural moments. According to the report, 57% of brands struggle to react quickly when something happens, and only 12% rate their ability to do so as 'excellent.' Other challenges include too many layers in the approval process and limited resources and investment. Recommendations include streamlining internal processes and shaping culture rather than chasing it.
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