Adobe Reports Pandemic Provided the Perfect Recipe for Creative Evolution

Adobe’s latest report has found out how the global pandemic and socio-cultural movements are impacting the creative industry. The report highlights the challenges and opportunities arising from the uncertainties of 2020. We would all agree that the year 2020 had a phenomenal influence on “multicultural marketing”.

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Adobe’s latest report titled “State of Creativity: How a Global Pandemic and Cultural Movements are Impacting the Industry” is based on responses from 1500+ creative professionals surveyed from around the world. The theme focused on the rising creative industry and the various challenges witnessed during the pandemic that could permanently transform the industry, enabling professionals to leverage expertise in technology to redefine their craft.

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Here’s a quick overview of the findings from the Adobe report.

• 84% of the professionals found it difficult to plan and cope with the expectations from upcoming digital marketing campaigns
• 85% of the respondents felt positive about the impact left by the events in 2020, many of them focusing on driving efforts across diverse territories in the industry
• 81% of the respondents feel that the events in 2020 would leave a permanent mark on the creative businesses, especially from the perspective of remote working space. The remote working culture has provided these creative teams to think more creatively owing to people getting more personal due to the pandemic. Focus lies in becoming more real today.

Adobe also reported that professionals are experiencing a productivity crunch owing to the expectations from their teams and customers. 77% already feel they are expected to develop more content in less time – “Do more with less” has been the consistent theme for the entire 2020 that seems to have spilled over to 2021, and likely to stay permanent.

Trends in culture topics, mostly related to diversity, inclusion, and ethnicity, have a very powerful influence on the visual campaigns. Creatives are expected to keep a pulse of the current trends and stay relevant to new ideas influenced by cultural trends. Negative attention garnered due to risks and controversies is a big “no-no”. 71% of the creatives surveyed felt that their company is averse to taking risks when it comes to visuals used in creative content.

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Overall, creative campaigns would continue to surf the tide of change and improvements, pivoting on digital tools that help create a contemporary, authenticate approach to today’s brand and campaign needs across channels.

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