PR Newswire·Oct 23, 2025, 3:00 PM ET

Is Creative Impact in Crisis? New Data Shows Why Consumer Connection is Falling, Despite Rise in Marketing Spend

Global ad spend increased by 33% between 2023 & 2024 while marketing impact on purchase intent rose only 17%, creating a 12% impact gap.
The cumulative marketing impact score has dropped nearly 20% from 2023 through August 2025.
Volume-based marketing is failing due to content fatigue & cultural volatility; creative quality & emotional connection now outweigh budget size as key success drivers.
Three strategies to boost ROI include leading with emotion (Pride & Belonging achieve >61% believability), focusing on fewer high-impact messages (multi-format campaigns deliver 40% more ROI), & using AI to amplify creativity & personalization.
66% of businesses faced boycotts tied to social movements, & nearly half admit their creative processes lag behind cultural shifts.
2026 will feature unprecedented media competition due to the Winter Olympics, FIFA World Cup, & U.S. midterm elections.
Aerospace + Energy led industry performance with a +45% Impact Score, while Consumer saw the steepest decline at -24%.
Automobile, Technology, & Pharmaceuticals sectors saw declines of -5%, -12%, & -1% respectively.
Creative quality, emotional resonance, cultural relevance, & AI-enabled adaptation are identified as essential for closing the effectiveness gap & driving long-term growth.