Main report & case studies

1     Unilever, “Educating the next generation on appearance-related self-esteem and body confidence,” accessed December 22, 2023.

2     Interbrand, “Best Global Brands 2023: How Iconic Brands Lead Across Arenas,” November 21, 2023.

3  Sourced from LIONS and Deloitte Digital interviews conducted between April and October 2023 as part of the research on Creative Business Transformation

4  Heather Pringle, “The Origins of Creativity,” Scientific American, January 1, 2014.

5      IBID.

6         New World Encyclopedia, “Creativity,” accessed December 22, 2023.

7         Vibeke Venema, “How the selfie stick was invented twice,” BBC News, April 19, 2015.

8        Paul Galvez, “The Aesthetics Of The Axe,” Athenaeum Review, Fall 2018.

9       Mastercard, “Mastercard True Name® feature expands across the globe supporting transgender and non-binary communities worldwide,” June 9, 2021.

10   Mastercard Incorporated, “Fiscal Year 2022 Form 10-K Annual Report,” February 14, 2023.

11.    Alex Reeves, “The Society-Shifting Power of Essity and AMV BBDO’s 10-Year Partnership,” Little Black Book, January 22, 2024.

12      Unilever, “Unilever financial and non-financial charts 2013-2022,” accessed January 17, 2024.

13    PepsiCo, “PepsiCo Announces 2030 Goal to Scale Regenerative Farming Practices Across 7 Million Acres, Equivalent to Entire Agricultural Footprint,” April 20, 2021.

14      Sourced from LIONS and Deloitte Digital interviews conducted between April and October 2023 as part of the research on Creative Business Transformation

15      Unilever, “Educating the next generation on appearance-related self-esteem and body confidence,” accessed December 22, 2023.

16     Claudio Tennie, Josep Call, and Michael Tomasello, “Ratcheting up the ratchet: on the evolution of cumulative culture,” Philosophical Transactions of the Royal Society, August 27, 2009.

Case studies

17 Mastercard Incorporated, “Fiscal Year 2022 Form 10-K Annual Report,” February 14, 2023

18 Companies Market Cap, “Market capitalization of Mastercard (MA),” accessed January 17, 2024

19 Interbrand, “Best Global Brands 2023: How Iconic Brands Lead Across Arenas,” November 21, 2023.

20 Statista, “Net sales of Oatly AB 2012-2022,” October 2023

21 Noor Zainab Hussain and Echo Wang, “Oatly shares surge in U.S. market debut, valuing oat milk maker at $13 bln,” Reuters, May 20, 2021

22 Statista, “Average number of employees of Oatly AB from 2012 to 2022,” October 2023

23 Unilever, “Educating the next generation on appearance-related self-esteem and body confidence,” accessed December 22, 2023.

24 Statista, “Brand value of Dove worldwide from 2016 to 2023,” June 2023