Shutterstock released their 2025 Creative Impact Report this week – it’s a new report from the photo agency which finds global ad spend up 33% since 2023, while marketing impact drops nearly 20%, pointing to the need for creative quality, emotional acumen and AI to drive future growth.
‘Is Creative Impact in Crisis? New Data Shows Why Consumer Connection is Falling, Despite Rise in Marketing Spend’
The say: The study, based on 44 months of econometrics modeling, AI-powered content analysis and proprietary creative trend data, tracked return on advertising spend (ROAS), purchase intent, trust, engagement scores and content virality and believability. Among the myriad takeaways, the data uncovers that volume-based marketing is failing in an era of content fatigue and cultural volatility. It also highlighted that creative quality, emotional connection, cultural relevance and AI-driven precision now outweigh budget size as key drivers of marketing success.
“Marketers know the answer isn’t simply producing more content; it’s unlocking how to make it more impactful,” said Allison Sitzman, VP of Brand Strategy at Shutterstock. “The Creative Impact Report shows that creativity remains one of the most powerful growth levers in business—when used correctly. By understanding where impact is lost and how to close that gap, we’re helping brands turn creativity into an engine for business results.”
Report take outs:
• Industry Winners and Losers
The report also breaks down performance by sector:
Aerospace + Energy: +45% Impact Score, driven by high-value transactions and post-COVID travel resurgence.
Automobile: -5%, showing resilience through EV transition storytelling.
Consumer: -24%, the steepest decline, as inflation and competition erode impact.
Technology: -12%, challenged by privacy changes and shifting from growth to efficiency.
Pharmaceuticals: -1%, stable due to essential demand and sustained digital engagement.
• Implications for 2026
The report finds 66% of businesses have faced boycotts tied to social movements, and nearly half acknowledge their creative processes lag behind cultural shifts. This gap leaves brands vulnerable to backlash when campaigns fail to lead with cultural relevance. Navigating this social minefield promises to continue into next year with unprecedented competition for attention and inventory as the Winter Olympics, FIFA World Cup and record-breaking U.S. midterm election crowd the 2026 media landscape.
• The Bottom Line
The 2025 Creative Impact Report reveals that creative quality, rather than budget size, is now the primary driver of ROI. Brands that align emotional resonance with culturally relevant content and use AI to adapt in real time can close the 20% effectiveness gap and fuel trust, business growth and long-term competitive advantage.
Digest your copy of the report here.