There is a collective pressure to do more in the creative industry - at pace. This is the overall sentiment from this year’s State of Creativity study, LIONS’ annual survey of the creative community that we use to inform our creative themes for the year. Under the duress of the pandemic, businesses turned to creativity as the ultimate problem solver. And it delivered. Despite lockdowns and economic pressures, creativity helped businesses reconnect with loyal fans; deliver adventure through virtual experiences; support hard-hit independent communities; and encourage empathy for health workers. Now there is an urgency to apply this new kind of creativity throughout business and society to drive further progress. Big ‘C’ creativity that is applied to the heart of business. We sense a strong creative comeback across the whole industry fuelled by innovation, purpose and creative resilience. Challenges still exist of course. To produce the kind of creativity that solves business problems and creates sustainable solutions, the industry has got to tackle unresolved issues: its talent drain, evidence of effectiveness and the DE&I agenda. This year, with the return of the Cannes Lions Festival, we look forward to bringing the global creative community back together to explore how we make progress. This report covers all of the themes and industry insights you need to be aware of before joining us at the Cannes Lions Festival of Creativity 2022. If you haven’t bought your ticket yet, you still can at www.canneslions.com/pass-picker