“Creativity in Business” almost non-existant According To New Adobe Creativity Research

Adobe has just released a study based on original creativity research—particularly creativity in business. And I extremely agree in what they are saying since I know that the root of the problem isn’t on the creative teams but others in higher ranking positions in the company.


“New research reveals a global creativity gap in five of the world’s largest economies, according to the Adobe State of Create global benchmark study. The research shows 8 in 10 people feel that unlocking creativity is critical to economic growth and nearly two-thirds of respondents feel creativity is valuable to society, yet a striking minority – only 1 in 4 people – believe they are living up to their own creative potential.

Interviews of 5,000 adults across the United States, United Kingdom, Germany, France and Japan expose surprising attitudes and beliefs about creativity, providing new insights into the role of creativity in business, education and society overall.”


“Creativity in Business” almost non-existant According To New Adobe Creativity Research “Creativity in Business” almost non-existant According To New Adobe Creativity Research Creativity Research Infographic FINALhighres1

Creativity Infographic: www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Create_Infographic.pdf


Creativity in Business

The study reveals a workplace creativity gap, where 75% of respondents said they are under growing pressure to be productive rather than creative, despite the fact that they are increasingly expected to think creatively on the job. Across all of the countries surveyed, people said they spend only 25% of their time at work creating. Lack of time is seen as the biggest barrier to creativity (47% globally, 52% in United States).


Creativity and Education

More than half of those surveyed feel that creativity is being stifled by their education systems, and many believe creativity is taken for granted (52% globally, 70% in the United States).

“One of the myths of creativity is that very few people are really creative,” said Sir Ken Robinson, Ph.D., an internationally recognized leader in the development of education, creativity and innovation. “The truth is that everyone has great capacities but not everyone develops them. One of the problems is that too often our educational systems don’t enable students to develop their natural creative powers. Instead, they promote uniformity and standardization. The result is that we’re draining people of their creative possibilities and, as this study reveals, producing a workforce that’s conditioned to prioritize conformity over creativity.”


Creativity Ratings

The study sheds light on different cultural attitudes toward creativity. Japan ranked highest in the global tally as the most creative country while, conversely, Japanese citizens largely do not see themselves as creative. Globally, Tokyo ranked as the most creative city – except among Japanese – with New York ranking second. Outside of Japan, national pride in each country is evident, with residents of the United Kingdom, Germany and France ranking their own countries and cities next in line after Japan.

The United States ranked globally as the second most creative nation among the countries surveyed, except in the eyes of Americans, who see themselves as the most creative. Yet Americans also expressed the greatest sense of urgency and concern that they are not living up to their creative potential (United States at 82%, vs. the lowest level of concern in Germany at 64%).


Creativity by Generation and Gender

Generational and gender differences are marginal, reinforcing the idea that everyone has the potential to create. Women ranked only slightly higher than men when asked if they self-identified as creative and whether they were tapping their own creative potential.


Creativity Tools

Four in 10 people believe that they do not have the tools or access to tools to create. Creative tools are perceived as the biggest driver to increase creativity (65% globally, 76% in the United States), and technology is recognized for its ability to help individuals overcome creative limitations (58% globally, 60% in the United States) and provide inspiration (53% globally, 62% in the United States).


About the Adobe State of Create Study

The study was produced by research firm StrategyOne and conducted as an online survey among a total of 5,000 adults, 18 years or older, 1,000 each in the United States, United Kingdom, Germany, France and Japan. Interviewing took place from March 30 to April 9. The data set for each country is nationally representative of the population of that country.

The Adobe Foundation also announced today it is committing $1 million dollars to establish the Adobe Foundation Creativity Scholarships – a new global initiative intended to unlock the creative potential of students. Offered to high-school seniors who participate in the Adobe Youth Voices program, the scholarship will help them continue their education, pursue creative careers and find innovative ways to improve their communities.

My own Insights

As I was stating before, I completely agree on what is being said in this study. The potential that the creative teams behind all companies and businesses is huge, in comparison to all of those orientated into a business mindset that move the rest of the brand transactions. It is the old client – creative dilemma. Were the creative has studied shapes, colors forms and how to represent boring stuff into the most creative way possible and then gets shut down by corporate saying that it is not what they are looking for and wont work in their campaign or something extremely similar.

I have had that experience of my own and i know plenty of you have had it also. I know of entire teams of designers come with an entire new innovative idea, being shut down or modified horribly by their corporate counterparts.

We creatives know that it is all about production, however in most cases if it doesn’t work a creative solution and a risk leap is necessary, however  that step is never taken – even though we recommend it hard –  because the corporate don’t believe in change and they are hooked to their old ways of doing things.

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