Across the digital industry, there’s a growing sense that creativity is being sidelined. Economic pressures, driven by the cost-of-living crisis and widespread business cuts, have changed the way companies approach their online presence. When budgets tighten, creative work is often one of the first areas to be reduced or overlooked.
For many businesses, the priority has shifted to speed and affordability. Why invest in a bespoke digital experience when template platforms and AI tools promise a “good enough” result for less? While these quick solutions can deliver functional websites, they often lack the depth, story, and originality that make a brand truly memorable.
At Made In Scotland, we see creativity as the element that transforms a website from functional to unforgettable. Every member of our digital team brings their own expertise and creative perspective. Graphic design, web development, PPC, SEO, content creation, UX, and digital strategy all play an essential role in shaping the final product. Each discipline adds its own layer of innovation, insight, and craftsmanship – coming together to create work that is both creatively driven and strategically effective.
The growing emphasis on “faster” and “cheaper” can easily dilute that process. True creativity needs time, collaboration, and exploration, things that can’t be rushed or automated. When creative thinking is treated as optional, the result might meet technical requirements, but it rarely connects emotionally or leaves a lasting impression.
Creativity isn’t dead, but it’s under pressure. It’s being squeezed by limited budgets, condensed timelines, and the assumption that technology can replace human imagination.
The real challenge for agencies today is to protect that creative space and to remind clients that design isn’t a commodity, but an investment in differentiation, brand trust, and long-term value. At Made In Scotland, we continue to champion that belief, because in a digital world where everything starts to look the same, creativity is what makes brands stand out.
