LIONS State of Creativity 2025
The annual State of Creativity survey by LIONS Advisory, engaging with 1,000 marketers and creatives, has revealed the challenges brands face in company traction.
Thirteen per cent of respondents to the survey viewed their companies as risk-friendly and engaged in ‘creative risk-taking’, bold and unconventional ideas that engage audiences in unexpected ways. 29% of brands admitted to being risk-averse.
Risk-taking brands generate four times higher profit margins, according to WARC and Kantar. Brands with a high appetite for creative risk are 33% more likely to see long-term revenue growth, according to Deloitte.
LIONS Advisory vice president, Patrick Jeffrey, said that the findings from this research show that due to a lack of solid insights and cultural relevance, we are seeing less ‘creative risk-taking.'
“Addressing these two key barriers will unlock creative confidence and drive better long-term business results,” Jeffrey said.
Half (51%) of the companies rated their ability to develop high-quality insights as poor or very poor. 13% rated as very good or excellent.
More than half (57%) of brands struggle to react quickly to cultural moments, with 12% rating their ability to do so as ‘excellent’.
Short-term activities are rising to 63% in 2025. rom 53% in 2023. But while short-term gains might be tempting, agility comes from brand-building, according to LIONS.
The report survey showed a positive correlation between brands’ perceived ability to react to cultural shifts and their appetite for risk.
LIONS advised companies to build structures that allow for swift, strategic action, respond with resonated creativity and shape culture rather than chase it.
“To boost creative confidence, we advise to invest in additional training to enhance teams’ skills and capability. As teams up-skill and confidence grows, so will the appetite for bigger, bolder work,” Jeffrey said.
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