Creative Risk-Taking Declines Among Brands, Lions Report Finds

Creative Risk-Taking Declines Among Brands, Lions Report Finds

A new report from Lions, organizers of the Cannes Lions International Festival of Creativity, reveals a concerning trend: brands are becoming increasingly risk-averse in their creative marketing strategies.

The 2025 State of Creativity report, based on a survey of over 1,000 marketers and creatives, found that only 13% consider their companies "risk-friendly" regarding creativity. A significant 29% are highly risk-averse.

Key Findings:

• Weak Customer Insights: 51% of respondents cited weak customer insights as a major obstacle to developing bold creative campaigns.
• Slow Response to Cultural Moments: 57% struggle to react quickly to cultural trends, hindering their ability to connect with audiences.
• Short-Term Focus: 63% of brands prioritize short-term marketing tactics over long-term brand building, a notable increase from 53% in 2023.

This aversion to creative risk-taking, defined as "bold, unconventional ideas," is impacting business outcomes. External research cited in the report highlights the benefits of creative risk-taking. Brands that embrace creative risks generate four times higher profit margins than those that don't, according to WARC and Kantar. Furthermore, Deloitte's research shows that risk-taking brands are 33% more likely to experience long-term revenue growth.

The report identifies several factors contributing to this decline in creative risk-taking, including:

• Lack of understanding of what constitutes valuable customer insights.
• Insufficient prioritization of insight development.
• Limited time dedicated to exploring insights.
• Complex approval processes.
• Limited resources and investment.

The report suggests that strong agency-brand relationships, diverse teams, and leveraging AI can improve insights and facilitate more effective creative campaigns. Streamlining internal processes and focusing on shaping culture rather than chasing trends are also recommended.

The Lions report emphasizes the importance of creative risk-taking for long-term brand growth and profitability. By addressing the challenges hindering creative development, brands can unlock their full potential and connect with audiences in more meaningful ways.

Disclosure: Informa, which owns a controlling stake in Informa TechTarget, the publisher behind Marketing Dive, is also invested in Lions and WARC. Informa has no influence over Marketing Dive's coverage.