The Future of Creativity

From cultural preservation to soft power, we unpack the

future of creativity through the lens of WGSN's proprietary
STEPIC research methodology

Martina Rocca
12.11.24 - 11 minutes

Unsplash / Steve Johnson

Need to know
This report delves into the transformative power of creativity, providing a roadmap for brands and
organisations looking to harness its potential to redefine success in the short and medium-term future.

Opportunity Strategies
In an age where global challenges are reshaping industries, creativity has emerged as Society – cultivate cultural relevance: use creative, collaborative, and tailored
the essential catalyst for innovation and cultural leadership. As societal, technological, strategies that consider and enhance specific cultural realities.
environmental and political forces converge, brands must adapt not just through
Technology – enhance co-creation and creative autonomy: enhance the creative
operational efficiency but also by rethinking their approach to creativity – transforming
potential of customers through products and services, enabling them to actively shape
it into a strategic imperative. cultural stories. Protect cultural diversity by collaborating with many creative voices.
Beyond being a tool for aesthetic or marketing purposes, creativity is now a vital
Environment – harness the potential of storytelling and circular design: to build
resource for addressing complex societal issues, shaping consumer identities, and
meaningful relationships with consumers, brands should prioritise storytelling that
fostering deep, lasting connections. By investing in creativity, brands can meet the
authentically reflects their sustainability efforts and environmental initiatives,
demands of an increasingly interconnected world and lead in cultural relevance, ethical reframing their messaging to focus on transparent and impactful progress.
influence and groundbreaking innovation.
Politics – invest in cultural soft power: brands should harness creativity to craft
STEPIC Forecast: Play Power, Strategic Joy, Sharing the Stage, Restorytelling compelling cultural narratives that resonate deeply with diverse audiences, solidifying
their cultural authority and expanding their influence on global audiences.
Industry – focus on restorytelling: to forge strong connections with your audience,
focus on creating immersive stories that align with consumer values, fostering deep
emotional ties.
Creativity – be playful: unlock transformative potential by embracing play and
creativity, seeing them not as frivolous distractions but as powerful forces that fuel
innovation.

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Proof points

73.2% 82%

Creativity will be a critical business skill in the future Creativity is a need in consumers' lives

WGSN.com Unsplash / Steve Johnson WGSN.com

The majority of global companies (73.2%) believe creative thinking High-growth brands view creativity as essential to long-term Across demographics, the majority of US respondents (82%) to an
will be the most important skill in business by 2027 (World success, fostering it through risk-taking, collaboration and Ipsos survey believe it’s important to have a creative outlet in
Economic Forum) supportive processes (Deloitte) their daily life

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Society: cultivate cultural relevance
Address societal challenges, foster emotional wellbeing, and drive cultural
relevance through innovative, collaborative, and context-specific approaches.

Strategies
Scientific research shows that engaging in creative activities can lower cortisol
levels, reduce stress and enhance emotional regulation. Creativity will play a central
role in addressing current societal pressures. Art therapy, digital creative spaces and
community-driven cultural programmes will continue to expand globally, enhancing
the value of creativity as a critical strategy against negative emotions. Begin by
brainstorming how creativity can enhance employees' and consumers' holistic
wellbeing: organise internal workshops and surveys to explore this approach.
Collaborate with experts such as psychologists and behavioural scientists to
understand in-depth the value and potential of creative thinking, and use these
insights to inform business strategies
Understand that brand connection is created through the exchange of social and
cultural values, rather than merely economic ones. Cultural relevance is
increasingly defining the success of a brand as much as its financial revenues. Invest
in cultural intelligence, using creativity to align with consumer values, beliefs and
aspirations. Look at the work of US-based art collective MSCHF. Challenge the status
quo in your business and your industry. Break silos and enhance cross-disciplinary
collaboration, for example, with art
Ageing populations in developed countries and youth-dominated societies in
emerging economies will demand context-specific creativity. Intergenerational
Unsplash / Steve Johnson
creativity and creative engagement for ageing well will be critical strategies. Brands
should participate in this cultural direction by investing and sharing resources to
enhance creative ageing. This will demonstrate their commitment to supporting
macro societal challenges: remember, the role of brands is evolving based on
consumers' expectations. Create partnerships and collaborations with NGOs
operating in this area, helping them in their mission with funding and resources

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In action

Miu Miu Women’s Tales #28 – El A…

A… Creative ageing in Scotland

EcoLogicStudio

The AirBubble Restorative Space by ecoLogicStudio for a Swiss Miu Miu’s Women's Tales series uplifts female directors by Luminate describes itself as Scotland's creative ageing
consumer healthcare company is a biotechnological wellness commissioning short films that celebrate diverse perspectives organisation, dedicated to celebrating and supporting creativity
garden that integrates air-purifying algae and medicinal plants to and creativity in cinema. For the launch of its presence in LATAM, as people grow older. It collaborates with individuals, artists and
promote employee wellbeing, relaxation and interaction in the Miu Miu collaborated with Argentine director Laura Citarella to organisations to promote opportunities for older adults to engage
workplace, combining creativity with mental health create a film exploring her interest in female detectives in the arts, both as creators and participants

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Technology: enhance co-creation and creative autonomy
Emerging technologies are reshaping creativity, empowering consumers to co-
create cultural narratives: brands must foster inclusivity, preserve diversity and
embrace cultural innovation.

Strategies
AI advances are leading to a symbiotic co-creation between technology and
consumers, driving a major shift in what creativity is and means. Tools such as
DALL-E, ChatGPT and TikTok are empowering individuals to not only consume but
actively shape cultural outputs. Brands should enhance this shift, enabling
audiences to fulfil their creative potential through brand products, services and
activations. Inclusivity here is key. Amsterdam- and Paris-based Random Studio is
exploring a new phygital tool to enable users to use the light of a mobile phone to
paint on a wall, inspired by the ancient creativity of cave-wall painting
Creative autonomy versus automation will become an important topic of discussion
among creatives and consumers. The dominance of the algorithm will spark critical
responses as creatives push back against homogenisation to preserve cultural
nuances and diversity. Be aware that reliance on pre-trained AI models can
inadvertently reinforce dominant cultural aesthetics, limiting true innovation. Focus
on cultural outputs that reflect your brand's unique values, perspectives and cosmo-
vision (how you see the world and the future). This approach will avoid stagnant
homogenisation. Focus on curation: collaborate with artists and creatives from
different backgrounds to curate new stories, narratives or creative outputs,
refreshing your brand storytelling. For Milan Design Week 2024, Italian luxury brand
Unsplash / Steve Johnson Prada collaborated with Italian design and research studio Formafantasma to stage
Prada Frames, a three-day multidisciplinary symposium exploring the interaction
between design and ecology
New technologies will empower new forms of storytelling that transcend physical
limitations, enabling voices from refugee camps, Indigenous communities and
remote locations to participate equally in global narratives. Enhance these minority
voices through your social platforms, supporting their stories as part of authentic
inclusivity efforts

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In action

Ai-Da Unsplash / USGS Random Studio

Ai-Da is a humanoid robot artist who uses artificial intelligence to This is Climate Breakdown by The Guardian amplifies the voices of Let’s Pollinate by Random Studio is an art project where people
create art, combining AI-driven algorithms for image processing those directly affected by the climate crisis by featuring personal use AI to mix traits from different plants and create new ones,
and drawing with robotic arms to produce original works, stories, interviews, and firsthand accounts, providing a platform adding them to a digital garden. The garden starts neat and
challenging traditional notions of creativity and authorship for diverse perspectives on the human impact of climate change orderly but becomes wild and shared as more people contribute

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Environment: harness the potential of storytelling and circular design
Embrace storytelling as a tool for fostering authentic connections, and rethink
your communications to highlight genuine environmental progress and
sustainable practices.

Strategies
Brands will need to cultivate environmental storytelling over greenwashing. As
stories become a key asset for connecting with consumers and audiences, brands
will need to reimagine the way they communicate their world to consumers,
especially their environmental commitments and progress. Stories should enable
consumers to understand and connect with complex topics such as circularity or the
relationship between AI and the climate. Use creativity to enhance the stories you
tell, using visual, audio and other sensory outputs to help customers connect with
difficult concepts. Collaborate with artists and designers to achieve this
Shift from a linear model to circular thinking by exploring how materials, products
and resources can be reused or regenerated. Creative teams should experiment with
repurposing materials, reusing existing designs, and integrating sustainable
elements into every step of product development. Engage with designers and artists
focused on upcycling and sustainable fashion to integrate innovative ideas and
alternative materials. Invite consumers to engage in the design and sustainability
process. This could include providing a platform for customers to share ideas, vote
on eco-friendly design options or participate in repair and recycling programmes

Unsplash / Steve Johnson

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In action

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The Future Observatory Journal @coachtopia

Google DeepMind collaborated with Dada Projects for Visualising The Future Observatory Journal by London's Design Museum Coachtopia (Coach's sub-brand which is focused on circular
AI, a project creating visually compelling interpretations of AI's spotlights how design and research intersect to tackle critical fashion) aims to transform waste materials, particularly leather
role in environmental sustainability and climate forecasting, using global issues, focusing on sustainability and innovation to inspire offcuts, into stylish, functional products using upcycling and
engaging visuals to make complex data relatable to audiences meaningful environmental change within the creative industry​ sustainable practices

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Politics: invest in cultural soft power
Use creativity to build powerful cultural narratives that establish your cultural
leadership in the global landscape, reinforcing your influence.

Strategies
Soft power is a brand's ability to use culture and creativity to positively influence
consumers in other regions, showcasing the brand’s cultural relevance and fostering
emotional connections that enhance its global appeal and influence. Begin by deeply
analysing and articulating your brand’s cultural essence: its heritage, values, and
unique narratives. Develop storytelling frameworks that clearly communicate your
brand’s cultural roots and cultural potential across different markets, ensuring tone,
language and visual narratives make sense for each of them. Partner with global and
local creatives – artists, designers, and innovators – to co-develop products,
campaigns, or experiences that showcase your brand’s cultural intelligence and
relevance. Design products that naturally integrate into diverse cultural contexts and
traditions, featuring versatile designs that serve a range of cultural purposes while
staying true to their authenticity. Nike teamed up with Malaysian artist Humana to
release a limited-edition collection that fuses modern style with Malaysian heritage,
featuring customisable pieces
Creativity must become a fundamental tool for addressing the complex and
interconnected crises facing the world. It allows brands to rethink outdated power
structures, create more inclusive solutions, and approach complex problems from
new, interdisciplinary angles. Without embracing creative, adaptive strategies,
brands risk perpetuating the very issues that threaten their growth, making
Unsplash / Steve Johnson innovation not just an option, but an urgent necessity for meaningful
transformation. Look at the UN's 2024 report on creativity and imagination as
transformational tools. Integrate creativity, arts and culture in your corporate
strategy and appoint roles responsible for these approaches. Use speculative design
to imagine better futures, and explore “what if” scenarios that push the boundaries
of what is possible and drive forward-thinking conversations about policy and
systemic change

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In action

The Oldest Bread From Taş Tepeler - Turkish Airlines

Nike

Turkish Airlines’ initiative incorporates bread made from ancient wheat sourced from Taş Tepeler, a The No Finish Line project is a collaboration between Nike, Zak Group, and Actual Source, exploring
historic site linked to early agriculture. Served on international business class flights, the bread the next 50 years of design at Nike. The publication reflects on the brand’s past and speculates on
highlights Turkey's heritage as a cradle of civilisation. The initiative aligns with the airline's support for future shifts in design and sport. It features five essays, speculative fiction, and interviews, with Zak
archaeological research at Taş Tepeler, blending in-flight dining with cultural storytelling Group using unconventional imagery and metaphorical visuals to create a cohesive design narrative

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Industry: focus on restorytelling
To build meaningful connections with consumers, it’s essential to craft immersive
narratives that resonate with their values and foster emotional engagement,
while prioritising ethical cultural storytelling and preservation.

Strategies
To engage with consumers, harness the power of storytelling and world-building,
helping people find meaning through your products and services. World-building
allows you to engage consumers on a deeper emotional level by constructing
immersive universes that align with your brand vision and ethos. By creating
narratives that transport consumers into a fictional or real-world space reflective of
your values and aspirations, you can encourage consumers to see themselves as part
of your brand’s broader story. Detach from hype cycles and connect deeply with your
purpose, values and cosmo-vision (how you see the world and the future). Use these
as the base of your storytelling, revealing your identity with authenticity and
transparency. Outdoor brand Arcter'yx, for example, built a poetic narrative to
enhance its connection with the surrounding mountains in its homeland Canada. In
order to avoid cultural exploitation or manipulation, approach cultural storytelling
with an ethical and responsible mindset. This includes forming transparent
partnerships with cultural organisations, local communities and thought leaders to
ensure that the narratives are beneficial to those whose stories are being told
Focus on cultural preservation, using your resources and platforms to archive and
preserve cultural stories that otherwise would be lost. Launch educational initiatives
such as workshops, webinars or courses focused on cultural history and
preservation. These could be offered to employees, customers or the general public. Unsplash / Steve Johnson

You could also collaborate with experts in cultural preservation, anthropology or

local cultural leaders to create these programmes. Develop a platform or initiative
where communities can submit and share their own cultural stories, artefacts or
traditions. This could include written narratives, photographs and audio recordings.
You could also facilitate this by offering incentives such as rewards or recognition
for valuable contributions

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In action

HUAT Eau de Parfum - Full

Istorima

Singapore-based The Secret Little Agency created a unique campaign for DBS Bank, launching Huat Istorima is a platform dedicated to preserving and sharing oral histories, aiming to create a space
Eau De Parfum, a fragrance inspired by the scent of money, to celebrate Chinese New Year and where diverse narratives can be preserved. The platform focuses on amplifying niche cultural voices,
promote digital red envelopes as a modern way to gift ensuring they are remembered for future generations

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Creativity: be playful
Reimagine play and creativity as transformative forces that can inspire
consumers to shape a brighter, more innovative future, guided by curiosity,
emotion and collaborative imagination.

Strategies
Harness the power of play. View play and fantasy not as ways to avoid reality, but as
tools for empowering consumers to shape their desired future. Leverage emotions
like nostalgia to tap into customers' creative potential, collaborating with them to
imagine the world they want to live in. These insights can then guide your future
strategies and operations
Kid Intelligence (KI) refers to the qualities associated with a childlike mindset, such
as curiosity, wonder, and imaginative thinking. It emphasises the freedom to explore
and embrace new possibilities, much like a child’s ability to approach the world with
open-mindedness and creativity. Brands should embrace this mindset when crafting
creative and commercial outputs such as campaigns, social media messages and
products
As AI automates routine tasks, conceptual creativity is becoming more valued.
Human designers are focusing on unique, innovative concepts that require deep
thinking and emotion – areas where AI lacks true capability. This shift towards
conceptual creativity is fostering sustainability in the creative sector by emphasising
the need for human insight, originality and strategic thinking. Invest in intellectual
creativity, focusing on enhancing this skill among design and creative teams

Unsplash / Steve Johnson

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In action

@carodiarioparis Culture Hero @mishou_magazine

Chef and food artist Zélikha Dinga, the founder of Caro Diario, Culture Hero is an organisation specialising in integrating the Mishou Magazine is a creative publication designed for readers of
Paris, collaborated with Apartamento Magazine on projects that principles of play into professional and organisational contexts to all ages, drawing inspiration from the boundless imagination of
highlight her unique culinary perspective. Her work frequently foster creativity, adaptability and wellbeing. It focuses on using children. The magazine celebrates childlike wonder, aiming to
draws on themes of nostalgia, combining traditional and modern serious play as a strategic tool for team-building, employee inspire readers to reconnect with the imaginative and open-
influences in her food creations development and enhancing workplace culture minded spirit often associated with youth

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Further research

STEPIC Consumer STEPIC Strategies 2027: Brand Strategy: Strategic The Future of Play Brand Strategy:
Emotions 2027 Creativity – Play Power Imagination Imaginative Futures

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