SXSW 2025: Intentional curiosity as a path to innovation

by Maira Genovese, Founder & CEO

Defining a brand’s risk appetite is a fundamental part of building its identity and shaping how it positions itself in the market. This serves as a gauge that sets the boundaries for boldness – something that can be crucial in maintaining relevance in an increasingly competitive world. More than that, it lays the foundation for establishing an experimentation culture, which is a key pillar on the path to innovation.

At this year’s SXSW, innovation was discussed not only as a means of generating profit but also as a new way of positioning in society and operating within the industry. Experimentation fits into this perspective by providing the space to test and understand how new approaches can impact not just the final outcome but the entire process. At the same time, it involves risks and a certain loss of control.

During a panel at the festival, Professor Neil Theise reminded us: as tempting as it is to try to understand and control everything, control is an illusion. And this is one of the biggest challenges brands face today – finding the right balance in the equation between preserving legacy and avoiding stagnation, between assessing risk and taking chances. In an era of content overload, vast data, and rapidly changing consumer behaviour, experimentation requires a more intentional approach to all these elements.

And at a time when AI is the hot topic in every conversation, discussing intentionality becomes crucial. This edition of SXSW made it clear that innovation does not happen when the same data is used repeatedly in the same ways. We need new sources, fresh combinations, and a genuine curiosity about the origins of information to generate unprecedented insights. If AI depends on data, then perhaps we need new data.

This concept applies to brands as well. The hyper-focus on engagement has prevented brands from recognising seasonality, prioritising metrics that reflect results while ignoring those that capture social and cultural movements. There is a lack of active investigation into other stages of the funnel and the factors behind key performance indicators – an investigation that could serve as a platform for experimentation, aligning information with creativity to spark new conversations. Now more than ever, engagement needs purpose.

Why intentional curiosity matters.

As a concept, intentional curiosity becomes the foundation for brands to innovate not only in audience expansion strategies but also in defining formats for the first point of contact with new consumers. Letting go of the idea that communities are homogeneous groups requires a genuine interest in understanding behavioural nuances and values, leading to sustainable relationships and innovative communication. More and more, innovation will demand that brands break out of their bubbles, step out of their niches, and take the risk of interacting with different audiences.

Nancy Harhut, a specialist in behavioural science, brought to this year’s SXSW a compilation of the most common mistakes marketing professionals make today. In short, brands tend to overlook fundamental human instincts that drive consumer behaviour – one of which is the principle of reciprocity. When someone does something for us, we naturally feel compelled to give back in some way. This is why, when brands show genuine interest in their communities and create innovative activations based on these insights, the response is overwhelmingly positive. Everyone wants to feel seen – consumers even more so.

This year’s SXSW concludes with the certainty that innovation is not defined by technology but by new ways of connecting and creating meaning. Since experimentation is the guiding thread of this landscape, intentional curiosity holds the key – it fuels the search for new references, challenges assumptions, and transforms data into truly valuable content that fosters deep connections, from social to environmental issues. And if reciprocity is one of the core drivers of human behaviour, perhaps the greatest reward for brands willing to experiment is precisely this: being recognised not just for what they sell but for the impact they create – and how they create it.

Are you interested in understanding how the key insights from SXSW 2025 can impact your brand?

Get in touch for a free consultation with our team about the event and other trends affecting the marketing industry.

**Article originally published at Meio&Mensagem.