Loading Adverts...
Follow our RSS feed
Loading

Study reveals global creativity gap

Published: 2 May 2012

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.

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.

Workplace creativity gap
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).

Education concerns
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 recognised 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 standardisation. The result is that we're draining people of their creative possibilities and, as this study reveals, producing a workforce that's conditioned to prioritise conformity over creativity.”

Creativity rating: Japan ranked most creative
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%).

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.

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 recognised 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).

blog comments powered by Disqus

Twitter feed
Facebook
Advertisement
Archives
 18 April 2014 Week in review
 11 April 2014 Week in review
 28 March 2014 Week in review
 14 March 2014 Week in review
 28 February 2014 Week in review
 21 February 2014 Week in review
 14 February 2014 Week in review
 7 February 2014 Week in review
Calendar
No events found
IAB South Africa Member

Marketing Update is member of IAB South Africa and a Newsclip Media Monitoring initiative.

Loading Adverts...