The 2025 State of Creativity report by LIONS reveals a concerning trend: only 13% of brands consider themselves “creative risk-friendly,” while 29% admit to being highly risk-averse. This cautious approach is attributed to two main factors: a lack of strong consumer insights and cultural inertia. Over half of the surveyed brands report weak insights, and more than half struggle to respond swiftly to cultural shifts.
Despite these challenges, the report highlights that brands willing to take creative risks see significant benefits. According to WARC and Kantar, risk-taking brands generate four times higher profit margins, and Deloitte reports a 33% higher likelihood of long-term revenue growth for these brands.
To foster a culture of creativity, the report recommends investing in training to enhance teams’ skills and capabilities. As teams upskill and gain confidence, their appetite for bold, effective work is expected to grow.
Key Takeaway:
Embracing creative risk is essential for brands aiming for long-term success. Overcoming barriers like weak insights and cultural inertia can unlock greater creativity and business growth.