What's Happening?
A recent report by Shutterstock reveals a widening gap between marketing expenditures and their impact on consumer purchase intent. The 2025 Creative Impact Report indicates that marketing spending increased by 33% from 2023 to 2024, while the effect
on purchase intent rose only 17%, resulting in a 12% 'impact gap.' This gap has grown to 20% since 2023, as brands struggle to adapt to changing consumer behaviors and a fragmented media landscape. Cal Roberts, director of creative strategy and insights at Shutterstock, notes that many brands are not keeping pace with their audience's evolving preferences, leading to ineffective marketing strategies. The report emphasizes the importance of emotional connection and cultural relevance in driving creative impact.
Why It's Important?
The findings highlight a critical issue in the marketing industry, where increased spending does not necessarily translate to greater consumer engagement or sales. This inefficiency poses a challenge for brands seeking to maximize their return on investment in a competitive and rapidly changing media environment. As consumer behaviors shift and media channels become more fragmented, brands must innovate and adapt their strategies to maintain relevance and effectiveness. The report suggests that understanding audience preferences and leveraging emotional and cultural connections are key to overcoming these challenges. Brands that fail to evolve may face declining impact and wasted marketing budgets.
What's Next?
As the media landscape continues to evolve, brands will need to reassess their marketing strategies to close the impact gap. This may involve investing in data analytics to better understand consumer behaviors and preferences, as well as exploring new creative approaches that resonate with audiences. The upcoming U.S. midterm elections and global events like the Winter Olympics are expected to further crowd the media space, making it crucial for brands to stand out with targeted and relevant messaging. Companies that successfully navigate these challenges could gain a competitive edge, while those that rely on outdated strategies may struggle to maintain their market position.
